Apple Decreasing App Store Prices in the UK, South Africa, and Many European Countries

Apple today told developers that it is updating App Store pricing in some countries due to taxes and changes in foreign exchange rates.

app store blue banner
Over the course of the next few days, app and in-app purchase pricing is set to decrease in South Africa, the United Kingdom, and all territories that use the Euro currency. Pricing of auto-renewable subscriptions will not change.

Apple is increasing prices in Georgia and Tajikistan due to new value-added taxes of 18 percent, and there will be an increase in proceeds developers collect in Italy due to a change with the Digital Services Tax effective rate.

Apple says that once the changes go into effect, the Pricing and Availability section of My Apps for developers will be updated. Developers can change the price of apps and in-app purchases in ‌App Store‌ Connect at any time.

Top Rated Comments

obamtl Avatar
20 months ago
Hopefully it is just a sign of Apple preparing to change their UK prices more broadly, fingers cross after next month’s product releases. Parity pricing between dollar and pound made sense when the pound was closer to $1.2/£ after the 20% VAT, but given than the pound has steadily been closer to $1.4/£ for ages, it feels like we’re being ripped off in the UK.
Score: 11 Votes (Like | Disagree)
JUiCEJamie Avatar
20 months ago
Changing prices in the UK? Will this mean that pricing parity for $999/£999 on a MBA etc; will change too? Hopefully, but I doubt it.
Score: 9 Votes (Like | Disagree)
DaveMcM76 Avatar
20 months ago

Changing prices in the UK? Will this mean that pricing parity for $999/£999 on a MBA etc; will change too? Hopefully, but I doubt it.
I think you have to bear in mind that you can't really do a direct comparison of US / UK prices as UK price is inclusive of tax (VAT) where the US price isn't as taxes can vary massively by state (and even county and city I think) so get added on at checkout based on delivery address(?).
Score: 6 Votes (Like | Disagree)
mariusfanu Avatar
20 months ago

Changing prices in the UK? Will this mean that pricing parity for $999/£999 on a MBA etc; will change too? Hopefully, but I doubt it.
It’s about App Store (aka applications) not Apple Store
Score: 5 Votes (Like | Disagree)
steve62388 Avatar
20 months ago
Well…. Now I know.

https://forums.macrumors.com/threads/apple-hikes-u-k-app-store-prices-by-at-least-25-percent-due-to-weak-pound.2027984/page-3?post=24202386#post-24202386
Score: 3 Votes (Like | Disagree)
foobarbaz Avatar
20 months ago

I wonder if Apple might also be feeling a bit of anti-competitive pressure about its App Store.
Nope, not at all. They're still taking the same percentage. 70%-85% of that price decrease comes out of the developer's pocket, if you will.

In reality, this is just reflecting changes in exchange rates to keep pricing tiers consistent.
Essentially, Apple and developers should earn roughly the same from a $0.99 app no matter where in the world it's sold. Since exchange rates fluctuate, that means prices have to change.
Score: 3 Votes (Like | Disagree)

Popular Stories

iOS 16

iOS 16.3 Now Available for Your iPhone With These 4 New Features

Friday February 3, 2023 1:13 pm PST by
Apple released iOS 16.3 in late January following nearly six weeks of beta testing. The software update is available for the iPhone 8 and newer, and while it is a relatively minor update, it still includes a handful of new features, changes, and bug fixes. Below, we've recapped new features in iOS 16.3, including support for physical security keys as a two-factor authentication option for...
HomePod 2 White and Midnight Feature Purple Blue

Apple Explains Why HomePod Was Released Again, Wi-Fi 4 Limitation, and More

Thursday February 2, 2023 7:57 am PST by
Apple's VP of hardware engineering Matthew Costello and product marketing employee Alice Chan recently spoke with Men's Journal and TechCrunch about the new second-generation HomePod in wide-ranging interviews about the smart speaker. Apple discontinued the original full-size HomePod in March 2021 after multiple reports indicated that sales of the speaker were lackluster, but Chan told Men's ...
Apple Silicon Teal Feature

The Next Big Apple Silicon Device May Not Be a Mac or iPad

Wednesday February 1, 2023 3:57 am PST by
Apple's next device with an Apple silicon chip may not be a Mac or an iPad, but rather an advanced external display, according to recent reports. The display, which is rumored to arrive this year, is expected to sit somewhere between the $1,599 Studio Display and the $4,999 Pro Display XDR – but more exact information about the device's positioning and price point is as yet unknown. While ...
iOS 16

Apple Preparing iOS 16.3.1 Update for iPhone as Wait for iOS 16.4 Beta Continues

Thursday February 2, 2023 6:41 am PST by
Apple appears to be preparing an iOS 16.3.1 update for the iPhone, based on evidence of the software in our website's analytics logs this week. It's unclear when the update will be released, but it will likely be available at some point in February. The same logs have accurately foreshadowed the release of several previous updates, including iOS 16.0.3 and iOS 16.1.1 most recently, so they...
General iOS 16 Feature Yellow

Five New iOS Features Coming to Your iPhone Later This Year

Tuesday January 31, 2023 11:58 am PST by
Apple has previously announced several upcoming iOS features that are expected to be added to the iPhone this year. Some of the features could be introduced with iOS 16.4, which should enter beta testing soon, while others will arrive later in the year. Below, we have recapped five new iOS features that are expected to launch in 2023, such as an Apple Pay Later financing option for purchases ...
Apple Pay Later Quick Green Feature

Apple Pay Later Launching 'Soon'

Thursday February 2, 2023 2:10 pm PST by
The Apple Pay Later service that Apple has in the works is set to launch "soon," Apple CEO Tim Cook told CNBC ahead of today's earnings call for the first fiscal quarter of 2023. Cook said that Apple employees are beta testing the Apple Pay Later feature, which will help Apple boost services revenue. "It will be launching soon," Cook said. Apple Pay Later was first previewed at the...
webkit vs chromium feature

Google Working on Browser for iOS That Would Break Apple's App Store Rules

Saturday February 4, 2023 1:30 am PST by
Google's Chromium developers are working on an experimental web browser for iOS that would break Apple's browser engine restrictions, The Register reports. The experimental browser, which is being actively pursued by developers, uses Google's Blink engine. Yet if Google attempted to release it on the App Store, it would not pass Apple's App Review process. Apple's App Store rules dictate...