App Store price adjustments mean discounts for UK and Europe

App Store price adjustments mean discounts for UK and Europe


Hold off on purchasing premium apps and games for now.
Image: Killian Bell/Cult of Mac

Apple this week informed developers that it is updating App Store pricing in line with foreign tax and exchange rate changes.

The adjustments will bring discounts to users in the U.K. and across Europe, while others will see price increases. The move will affect the price of apps and other digital content, but not auto-renewable subscriptions.

Apple changes App Store pricing relatively frequently in response to tax and foreign exchange rate changes. But the adjustments usually apply only to a small number of markets at a time. The same goes for this round of changes.

Here’s what you need to know.

Price changes coming to the App Store

App Store prices are set to decrease in the U.K., South Africa, and all territories that use the Euro currency. Prices will increase in Georgia and Tajikistan following the introduction of an 18% value-added tax.

The changes will come into effect “in the next few days,” but auto-renewable subscriptions are excluded. For developers, “proceeds will be adjusted accordingly and will be calculated based on the tax-exclusive price.”

Developers who feel like they need to make their own price adjustments after the changes are made — including to subscriptions — can do so at any time within App Store Connect.

Keep an eye on the App Store

Apple provides charts that show exactly how App Store pricing will change in affected markets. In the U.K., the price of a tier 1 app drops from £0.99 to £0.89, while a tier 2 app will be reduced from £1.99 to £1.79.

The adjustments don’t just apply to apps, but also other digital content available from Apple, including music, movies, books, and TV shows.

We don’t have a more specific date for the adjustments just yet, so you’ll need to keep an eye on the App Store. In the meantime, you might want to hold off on purchasing any premium apps.