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Apple is raising prices on App Store across multiple countries in Asia and Europe • TechCrunch


Apple announced major price hikes for App Store in-app purchases in multiple countries across Asia and Europe from October 5. The company said. new price will affect consumers in Chile, Egypt, Japan, Malaysia, Pakistan, Poland, South Korea, Sweden, Vietnam and all eurozone territories.

While the company did not specify the reasons behind this, it is resistant to weak local currencies against the dollar. The percentage increase varies from region to region. For example, prices in Korea have increased by 20-25%, in Japan they have increased by 30-35%, and in the eurozone the increase is about 8-10%. However, this may vary based on different levels.

In Vietnam, Apple’s new price also includes current taxes, which are value added tax (VAT) and corporate income tax (CIT) with the tax rate of 5%, respectively.

This announcement comes a week after a report from analytics firm Apptopia, which noted that developers have increased prices on the App Store by 40% over the same period last year Apple quote anti-tracking measures as a possible reason.

Image credits: Apptopia

In August 2021, Apple increased the price of in-app purchases for users in South Africa, United Kingdom and all eurozones. So effectively this is the second increase in two years for many European users.

Apple notes that as these changes roll out, developers will see the new prices in the My Apps section of the app.

The company registered the record Services revenue of $19.6 billion in Q2 2022– including App Store earnings – with a 12% year-over-year increase. However, it fell slightly from analysts’ expectations of $19.7 billion.

On the other hand, local rules – like those in south Korea and Japan – could force Apple to give up some revenue by cutting discounts from developers when they use alternative payment systems.

To earn more revenue from the App Store, the company is expanding advertising to appear in more places in the App Store like the ‘Today’ homepage and individual app pages.



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