Apple Decreasing App Store Prices in the UK, South Africa, and Many European Countries - MacRumors
Skip to Content

Apple Decreasing App Store Prices in the UK, South Africa, and Many European Countries

by

Apple today told developers that it is updating App Store pricing in some countries due to taxes and changes in foreign exchange rates.

app store blue banner
Over the course of the next few days, app and in-app purchase pricing is set to decrease in South Africa, the United Kingdom, and all territories that use the Euro currency. Pricing of auto-renewable subscriptions will not change.

Apple is increasing prices in Georgia and Tajikistan due to new value-added taxes of 18 percent, and there will be an increase in proceeds developers collect in Italy due to a change with the Digital Services Tax effective rate.

Apple says that once the changes go into effect, the Pricing and Availability section of My Apps for developers will be updated. Developers can change the price of apps and in-app purchases in ‌App Store‌ Connect at any time.

Tags: App Store, Apple Developer Program

Popular Stories

iOS 26

iOS 26.4 Adds Two New Features to CarPlay

Tuesday March 24, 2026 1:55 pm PDT by
iOS 26.4 was released today, and it includes a couple of new features for CarPlay: an Ambient Music widget and support for voice-based chatbot apps. To update your iPhone 11 or newer to iOS 26.4, open the Settings app and tap on General → Software Update. CarPlay will automatically offer the new features so long as the iPhone connected to your vehicle is running iOS 26.4 or later....
Read Full Article • 24 comments
Apple Business hero

Apple Unveils 'Apple Business' All-in-One Platform

Tuesday March 24, 2026 8:53 am PDT by
Apple today announced Apple Business, a new all-in-one platform that unifies device management, productivity tools, and customer outreach features. The service is designed to be a consolidated replacement for several of Apple's existing business-focused offerings, including Apple Business Essentials, Apple Business Manager, and Apple Business Connect. It provides organizations with a single...
Read Full Article • 44 comments
AirPods Pro Firmware Feature

Apple Releases New Firmware for AirPods Pro 3, AirPods Pro 2 and AirPods 4

Tuesday March 24, 2026 12:31 pm PDT by
Apple today released new firmware for the AirPods Pro 2, AirPods Pro 3, and the AirPods 4. The firmware has a version number of 8B39, up from 8B34 on the AirPods Pro 3, 8B28 on the AirPods Pro 2, and 8B21 on the AirPods 4. There is no word on what's included in the firmware, but Apple has a support document with limited notes. Most updates are limited to bug fixes and performance...
Read Full Article • 79 comments

Top Rated Comments

O
obamtl
61 months ago
Hopefully it is just a sign of Apple preparing to change their UK prices more broadly, fingers cross after next month’s product releases. Parity pricing between dollar and pound made sense when the pound was closer to $1.2/£ after the 20% VAT, but given than the pound has steadily been closer to $1.4/£ for ages, it feels like we’re being ripped off in the UK.
Score: 11 Votes (Like | Disagree)
JUiCEJamie Avatar
JUiCEJamie
61 months ago
Changing prices in the UK? Will this mean that pricing parity for $999/£999 on a MBA etc; will change too? Hopefully, but I doubt it.
Score: 9 Votes (Like | Disagree)
DaveMcM76 Avatar
DaveMcM76
61 months ago

Changing prices in the UK? Will this mean that pricing parity for $999/£999 on a MBA etc; will change too? Hopefully, but I doubt it.
I think you have to bear in mind that you can't really do a direct comparison of US / UK prices as UK price is inclusive of tax (VAT) where the US price isn't as taxes can vary massively by state (and even county and city I think) so get added on at checkout based on delivery address(?).
Score: 6 Votes (Like | Disagree)
M
mariusfanu
61 months ago

Changing prices in the UK? Will this mean that pricing parity for $999/£999 on a MBA etc; will change too? Hopefully, but I doubt it.
It’s about App Store (aka applications) not Apple Store
Score: 5 Votes (Like | Disagree)
F
foobarbaz
61 months ago

I wonder if Apple might also be feeling a bit of anti-competitive pressure about its App Store.
Nope, not at all. They're still taking the same percentage. 70%-85% of that price decrease comes out of the developer's pocket, if you will.

In reality, this is just reflecting changes in exchange rates to keep pricing tiers consistent.
Essentially, Apple and developers should earn roughly the same from a $0.99 app no matter where in the world it's sold. Since exchange rates fluctuate, that means prices have to change.
Score: 3 Votes (Like | Disagree)
steve62388 Avatar
steve62388
61 months ago
Well…. Now I know.

https://forums.macrumors.com/threads/apple-hikes-u-k-app-store-prices-by-at-least-25-percent-due-to-weak-pound.2027984/page-3?post=24202386#post-24202386
Score: 3 Votes (Like | Disagree)
Read All Comments