25% app price increase to hit U.K. iTunes App Store

Andy Boxall | January 19, 2017

App Marketing

Apple is about to raise the price of apps sold through the U.K. iTunes App Store, blaming exchange rates, taxes, and other business expenses as the reason for the increase. An app that previously cost 79p will cost 99p after the changes.

An Apple spokesperson told Bloomberg:

“Price tiers on the App Store are set internationally on the basis of several factors, including currency exchange rates, business practices, taxes, and the cost of doing business. These factors vary from region to region and over time.”

The 25% increase in price means a £1.49 app will become £1.99, and more expensive apps — such as Nintendo’s Super Mario Run — will go from £7.99 to £9.99. The new structure brings U.K. App Store pricing into line with U.S. store prices. A $10 app will cost £10, for example. Developers have the option of reducing the price of an app to keep the pre-increase price.

In addition to the U.K. store, Apple is also raising the cost of apps in the Indian and Turkish app stores. The alterations are expected to occur over the next week.

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