Apple announced a significant price increase for apps and in-app purchases on the App Store, a move that will help the company sustain revenue in this space as the currencies of many countries around the world have appreciated against the dollar in recent months have crashed.
As early as October 5, prices for users from the euro zone, Sweden, Japan, South Korea, Chile, Egypt, Malaysia, Pakistan and Vietnam will increase, the company announced in a mailing to developers. Apple explained that in Vietnam this measure was dictated by changes in local tax laws, among other things, but there were no separate comments for other countries.
The main reason for the change is likely to be a strong dollar Bloomberg. For example, this year the yen has weakened significantly, and prices in the Japanese segment of the App Store will increase by 30%, and in the summer, due to the weakening of the national currency in the country, Macs, iPhones and iPads have increased in price significantly. The same fate befell the euro, which is trading roughly level with the dollar today and is showing signs of further weakening.
Developers themselves have noticed these trends, which have increased prices over the past year, partly on their own initiative: In June, the average purchase price in the App Store increased by 40% compared to the same period last year, according to the consulting firm Apptopia. Analysts are confident that Apple’s updated pricing policy will help developers keep subscriber earnings at the same actual level with the current price dynamics.