Apple set to hike App Store prices as euro drops

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Scheduled to affect all countries using the euro, plus others like Japan and South Korea, the App Store changes could come as early as October 5.

Apple is expected to increase the price of apps and in-app purchases in several countries next month, including all countries that use the euro.

It comes amid a continued decline in the value of the euro against the US dollar, which saw the two currencies hit parity for the first time in two decades in July.

In an update on its developer website yesterday (September 19), Apple said the price changes will affect Chile, Egypt, Japan, Malaysia, Pakistan, Poland, South Korea, Sweden, Vietnam, as well as all the countries that use the euro.

The new tariffs could come into effect as early as October 5.

While Apple didn’t state a reason behind the move, it did note that the changes in Vietnam specifically “reflect new regulations allowing Apple to collect and remit applicable taxes.”

It is likely that the changes in the selected countries are the result of the weak performance of local currencies against the US dollar. For example, Apple products such as the latest iPhone 14 are significantly more expensive in Europe than in the US for the same reason.

Tech Crunch reported last week that average in-app purchases on the App Store jumped 40% year over year in 2022, a trend that is likely related to Apple’s privacy changes rolled out last year – the same one that may have cost other tech giants billions in revenue.

Apple said that once the latest price changes go into effect, the My Apps pricing and availability section will be updated.

“You can change the price of your apps and in-app purchases (including auto-renewable subscriptions) at any time in App Store Connect. If you offer subscriptions, you can choose to keep prices for existing subscribers,” Apple wrote on its developer website.

Apple offers different pricing tiers on its App Store. A tier chart shared on the developer’s website indicates that the price of the lowest tier will increase from €0.99 to €1.19 while the highest tier will increase from €999 to €1,199 in the countries mentioned. .

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