Apple are to increase the price of apps by 25% so that a 99 cent app in the US version of the store will now cost 99 pence here in the UK, having previously cost 79 pence. Second tier apps will rise from £1.49 to £1.99, and an in-app purchase that previously cost £7.99 will now be priced at £9.99, so Super Mario Run ‘All Worlds’ upgrade now costs you two pounds more than it did yesterday.
The value of the pound vs. the dollar has fallen dramatically since the Brexit vote, although it has rallied a little in recent days.
“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,” Apple told the BBC, “These factors vary from region to region and over time.”
Apple have introduced two new price tiers to ease the pain, although developers will have to re-price their apps to the new 79p and 49p tiers. Not that many will it, it seems.
“I don’t think many publishers will respond to that change,” Ben Dodson, an app consultant and developer of Music Tracker, told the BBC. “It’s just throwing money away and there’s no reason to give people in the UK a discount.”
India and Turkey have also seen similar price rises on the app store.