App Store prices: decrease in all territories that use Euro currency
Apple cut App Store prices across every Euro territory, the UK and South Africa. Here is what changed, what it excludes, and what it means for your in-app pricing.
TL;DR
In August 2021 Apple lowered App Store prices for apps and in-app purchases — excluding auto-renewable subscriptions — in the UK, South Africa, and all Euro territories, reflecting exchange-rate and tax changes. The article includes the old versus new Euro price tier chart and what developers can adjust in App Store Connect.
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.
Our In-App Purchase flow screens give you complete control to engage and retain subscribers and boost sales, enhance your brand and improve your customer experience.
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 11.090.99Tier 22.291.99Tier 33.492.99Tier 44.493.99Tier 55.494.99Tier 66.995.99Tier 77.996.99Tier 88.997.99Tier 99.998.99Tier 1010.999.99Tier 1111.9910;99Tier 1212.9911.99Tier 1313.9912.99Tier 1414.9913.99
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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