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Higher European app store pricing takes effect in line with earlier email to developers


Update: It appears subscriptions through iTunes (like magazines) that saw price increases have seen the auto-renew function disabled, a 9to5Mac reader reports, likely to avoid a higher subscription rate being charged, although users have not yet been notified of the change.

Apple has increased the prices of apps in all countries in the European Union in line with the email sent to developers a couple of days ago. Apple has made the move in response to shifts in currency exchange rates and varying tax rules.

Prices are also being increased in Norway and Russia, though Icelandic residents will see a price cut … 

The cost of the cheapest apps in the UK have increased from £0.69 ($1.04) to £0.79 ($1.19). In mainland Europe, most countries seem to be seeing an increase from €0.89 ($1.05) to €0.99 ($1.17), but Czech prices increased to €1.14 ($1.35) – crossing the psychological €1 barrier. In Denmark, it was a one Krone rise from DKK7 ($1.11) to DKK8 ($1.27). In Canada, the price increased from $0.99 (US$0.83) to $1.19 (US$1.01), bringing it in line with US pricing versus the discounted price previously enjoyed.

Not everyone is yet seeing the new pricing, and the App Store appears to be down for some people while the change is being made. Please let us know in comments the new pricing you’re seeing in other European countries if it’s anything other than €0.99.

The price increase is not the only change Apple has had to make to the European app store: it recently introduced a 14-day no-questions-asked refund policy in order to comply with European Union consumer protection legislation.

Apple yesterday announced that last week set a new record for app purchases, with customers spending almost half a billion dollars on apps and in-app purchases during that week.

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  1. Bernhard (@mrrbwlerr) - 8 years ago

    In Germany, prices have increased from 0,89€ to 0,99€.

  2. standardpull - 8 years ago

    People are always surprised when they see evidence that the value of currency is variable.

    To their credit – it is confusing – because employers are really good at pretending that the value of money earned by employees is constant.

  3. panosha (@panosha) - 8 years ago

    In Greece, prices have increased from 0,89€ to 0,99€, and about 10% in all prices.

  4. mytzu21 - 8 years ago

    in France is just an approach to “entire euros” (maybe in others countries also but i don’t know)
    now, everything is x.99€ even the packs (for example the Grand Theft Auto pack is 11.99)

  5. Hannes Flo - 8 years ago

    In Austria it’s like in Germany… 0,89€ to 0,99€

  6. Dan Aldrin - 8 years ago

    How come Apple changed the prices from 89 eurocent (USD 1.05) to 99 eurocent (USD 1.18) when the same apps still costs USD 0.99 in the States?? That is shameful!

    • Ben Lovejoy - 8 years ago

      Because of changes in the $/€ exchange rate, as well as some changes in tax treatment.

    • When you factor in VAT, you’re still paying less than anyone in the US, so don’t complain. You’re also paying less than those in Canada likely.

    • standardpull - 8 years ago

      I live in the US, where prices in the store do not include taxes because of high variability of tax strategy between regions. Some regions tax retail sales; others tax property, employment wages, or investment income. Often a blend of all of them.

      As others have suggested, I pay $1.08 for a $0.99 app.

  7. Poland also from 0,89€ to 0,99€.

  8. In Denmark prices have increased from 7 DKK to 8 DKK for cheapest apps.

  9. For Slovakia it’s from €0.89 to €0.99 as well.

  10. philboogie - 8 years ago

    The Netherlands calling: it’s an increase of about 10% here: €0,89 > €0,99 and €1,79 > €1,99 and €3,59 > €3,99

    For the UK, there was an incorrect expectation:

    With a VAT rate of 27% in Hungary, I wonder if apps became cheaper over there.

    • Ben Lovejoy - 8 years ago

      No, the VAT issue is an unrelated one, and the tiny difference is unlikely to be reflected in a price cut.

  11. To Ben, for writing about a ‘discount’ that Canadians previously enjoyed there’s this:

    And lets not forget that even when the Canadian Dollar was worth more than the greenback, iTunes did nothing to lower Canadian app store prices. This trend goes right back to the very beginning of the iTunes store – simply raising prices when the US dollar is on top and then leaving it there when it falls back down. I’m sorry but Apple is unfairly gouging us.

  12. Sabban robin (@robinsab) - 8 years ago

    I am a developper in France with an app on the apple App store. We are using auto-renewable subscription and it sounds that with this modification we will be loosing lot of our customers (maybe 20%). It’s a very hard situation for us.

    Do you now if we decide to keep the same price by choosing a lower tier, it will renew automatically our users ?

  13. Jirka Stejskal - 8 years ago

    I live in Czech Republic. I see the exchange rate between $ and € changed, so I understand, why change in € prices. Here is part I don’t understand:
    Czech republic is not part of € market – our currency is Kč, and its exchange rate changed as well. My question is – why am I hit twice – because of €/$ (that is the change from 0.89 € to 0.99 €) and again by € / Kč exchange rate, which I’m really paying?

  14. In Bulgaria the prices went to €0.99 as well. Not only that, albums which were €12.99 are now €13.99. When I purchased my 4S, prices were 0.79 for the cheap apps. I wonder if they realize that in my country the salaries are nowhere near US, UK or German standards and nor is EUR equal to USD. Why don’t they equalize my local currency (BGN) to the dollar so that apps cost 0.99 BGN (which is about €0.49)?


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Ben Lovejoy is a British technology writer and EU Editor for 9to5Mac. He’s known for his op-eds and diary pieces, exploring his experience of Apple products over time, for a more rounded review. He also writes fiction, with two technothriller novels, a couple of SF shorts and a rom-com!

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