App Store prices to rise 25% in the UK following Brexit currency fluctuations


App Store apps are about to become 25 percent more expensive in the UK following the depreciation of the pound, Apple revealed today. The US-based tech has began notifying developers about the specific price increases for apps on both its iOS and Mac App Stores in the UK, as well as two other regions.

In light of the weakening pound exchange rate, the prices of apps on Apple platforms, as well as in-app purchases, will rise by at least 25 percent over the current conversion rate. This will push the lowest price tier of apps — the $0.99 tier — from the current £0.79, up to £0.99, while price tier two apps will go up to £1.99, instead of the current £1.16, and so on.

The latest round of App Store price changes is not limited to the UK alone. Turkey and India will also reportedly see changes in the prices of apps on both the iOS and Mac App Stores, due to currency fluctuations and new service taxes and levies introduced by their respective governments.

In an official statement issued to Apple developers, the company said:



Similar price increases are expected to also affect Apple's other online storefronts, including the iBooks Store and iTunes. The changes will come into effect over the next week.

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25 Comments

1. Nopers unregistered

Cool, I'll sell my Macbook pro at a profit then.

2. GreenMan

Posts: 2697; Member since: Nov 09, 2015

So... Am I right to assume that now London is going to become the most expensive city in the whole world...?

3. GreenMan

Posts: 2697; Member since: Nov 09, 2015

Where are my bloody manners...? How come I forgot to say; G'Day!

15. UglyFrank

Posts: 2194; Member since: Jan 23, 2014

I hope not :( I have an S8 to buy soon

4. Macready

Posts: 1824; Member since: Dec 08, 2014

This is a good predictor of what iPhone prices are about to do in the UK. Remember what happened in Russia with iPhone prices too, when the Ruble collapsed a few years ago.

16. marorun

Posts: 5029; Member since: Mar 30, 2015

So you justify an increase of nearly 90% in some case because the UK pound lost 15-20% value? Its funny how far apple lover will go to protect thats greedy company. Its the same thing in mexico an app thats cost 0.99 USD cost nearly 50 pesos in mexico ( when the rate of conversion is more 21 pesos for 1 usd. )

23. Macready

Posts: 1824; Member since: Dec 08, 2014

What are you smoking? First, I don't justify anything, I'm just observing market facts and Apple's previous behavior. Second, you can never compare prices 1 to 1 between countries anyway. Tax, local laws, local deals, etc., it will always affect cherry picked examples. Third, calling me an Apple lover, deserves the ignorance award.

5. limporgyuk

Posts: 363; Member since: Nov 06, 2013

This has nothing to do with Brexit, Apple is just using it as an excuse to be greedy b*****ds.

6. Macready

Posts: 1824; Member since: Dec 08, 2014

It's a combination of both. For Apple, the margins appear to be sacred and the Brexit talks directly affect those margins through the change in currency rates. Most companies can't get away with leveraging the full change in currency rates into its product prices (basically having its customers pay for it), simply because of price elasticity of demand. But sadly Apple appears to be in the luxury position of seeing very little of such elasticity, meaning, they sell their products either way. Let's see how long that position will stand though.

17. marorun

Posts: 5029; Member since: Mar 30, 2015

Macready even taking into account all this the increase should be around 15-20% max 1.19 to 1.99 is much more than thats. Its primary greed or they would only increased it for the right amount.

19. kiko007

Posts: 7493; Member since: Feb 17, 2016

Dude, STFU. You have no clue what you're talking about.

24. Macready

Posts: 1824; Member since: Dec 08, 2014

There is no "max", without knowing what the increase is based on. Prices are adjusted for many reasons, in this case the Brexit is mentioned, but there are fluctuations up to 30% the past year between the two currencies alone. If they made no adjustments the past 2 years, this could be their reason to exceed the percentages you mention. Or the fact that companies rather look at a longer term when making price adjustments, if they don't want to mess with them on a weekly basis. And they wouldn't be the only ones predicting a further drop of the GBP in months to follow... Which has no bearing on my own opinion of their greed. Just another observation and possible reason for their adjustment, following THEIR past strategies.

7. scarface21173

Posts: 696; Member since: Aug 17, 2014

Yeah i agree the pound has been a lot lower than it is now over the last few year and it was never a problem then.

8. Macready

Posts: 1824; Member since: Dec 08, 2014

Not true, it has never closed been below 1.44 dollars the previous 31 years. The past months it's been hovering between 1.2 and 1.22 dollars.

10. willard12 unregistered

https://www.washingtonpost.com/news/wonk/wp/2016/06/24/the-british-pound-has-suffered-a-stunning-collapse/?utm_term=.1097b6a9fcee My favorite quote, "As you can see here, the change in the pound's value is unprecedented". And it's gone down an additional 8% since the article was written. Either way, I guess Apple has a right to price things at the point in which they believe they will see the greatest returns.

13. xondk

Posts: 1904; Member since: Mar 25, 2014

Basically, especially since now the pound is rising quite significantly instead of falling, so yeah.

14. Mxyzptlk unregistered

You have no idea what you are talking about.

18. marorun

Posts: 5029; Member since: Mar 30, 2015

Say the apple troll lol

22. sissy246

Posts: 7121; Member since: Mar 04, 2015

And you do

9. HugoBarraCyanogenmod

Posts: 1412; Member since: Jul 06, 2014

Not surprising the establishment is against Brexit and raise the price to punish them. But they failed to realize Brexiteers are smart and buy Android instead

20. tedkord

Posts: 17365; Member since: Jun 17, 2009

You get dumber every day. This isn't punishment, it's the result of Brexit.

11. tnuc2014

Posts: 294; Member since: Sep 12, 2014

Well they are going to need more money to pay that massive tax bill in Ireland!! We already pay 'Apple Tax' on their products, so why should this currency fluctuation make any difference?

12. tnuc2014

Posts: 294; Member since: Sep 12, 2014

Google Pixel is looking better everyday.

21. Luuthian

Posts: 332; Member since: Sep 09, 2011

You have to wonder how much the population regrets their Brexit vote

25. limporgyuk

Posts: 363; Member since: Nov 06, 2013

Absolutely not, there are more important things at stake and you need to look at the bigger picture.

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