18 January 2017
Apple is to put up the price it charges for apps in the UK, India and Turkey. UK costs will numerically match those of the US, meaning that a program that costs $0.99 will now be 99p. That represents a 25% rise over the previous currency conversion, which was 79p.
“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,” it said. “These factors vary from region to region and over time.” The rise will also affect in-app purchases but not subscription charges. A spokeswoman for Google was unable to comment about whether it had plans to alter prices on its Play store for Android apps. Publishers’ choice
Apple had already adjusted the UK prices of its iPhones and iPads in September and then its Mac computers in October by a similar degree. Other tech firms to have announced price rises in the country in the months following the Brexit vote - which has been linked to a fall in sterling’s value - include Microsoft, Dell, Tesla and HP. To mitigate the impact of the latest increase, Apple is introducing new lower-price tiers. Publishers will be able to charge users 49p or 79p for purchases but will have to re-price their products to do so.