App Store prices: decrease in all territories that use Euro currency

In-App Purchase Apple App Store App Pricing

On August 3rd, 2021, Apple announced new prices of Apps and In-App Purchases EXCLUDING auto-renewable subscriptions.

This announcement was made on the Apple Developer website and means that App Store prices are decreasing in the United Kingdom, South Africa and all territories that use Euro currency.

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Let's have a look of the old and new price tier charts for the 21 European countries* that are members of the eurozone : 

App Store Pricing Tiers  (EURO) Old customer price (before August 2021)  New customer price (from August 2021)
Tier 1 1.09 0.99
Tier 2 2.29 1.99
Tier 3 3.49 2.99
Tier 4 4.49 3.99
Tier 5 5.49 4.99
Tier 6 6.99 5.99
Tier 7 7.99 6.99
Tier 8 8.99 7.99
Tier 9 9.99 8.99
Tier 10 10.99 9.99
Tier 11 11.99 10;99
Tier 12 12.99 11.99
Tier 13 13.99 12.99
Tier 14 14.99 13.99

The new App Store Pricing Matrix is available here (PDF file). According to Apple, the new prices will be available in the next few days.

The update of prices is based on the evolution of foreign exchange rates and taxes. A few weeks ago, Apple has introduced a new feature to define a Tax Category to apps and In-App Purchases. More information in our article "New tax managemement system of the App Store".

Developers may adjust their own price after the changes are available and can do so at any time within App Store Connect.

* The Euro is the sole currency of 19 European Union member states: Austria, Belgium, Cyprus, Estonia, Finland, France, Germany, Greece, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, the Netherlands, Portugal, Slovakia, Slovenia, and Spain. Two other countries are using Euro : Montenegro and Kosovo.

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