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8th July 2021

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Brexit leads to iOS App Store price jump

Apple raising prices by just under 25% to account for pound's depreciation since vote to leave the EU

Apple has revealed that prices on the UK version of its App Store will be raised to compensate for the growing difference between the pound and the dollar - the result of last year's referendum.

Following the UK's vote to leave the European Union, the pound has depreciated greatly, falling by 18.5% against the US dollar. In order to ensure parity between the US and UK, Apple is raising app prices by almost 25%, The Guardian reports. iTunes' stores for music, video and books will also see similar increases.

As a low-end example, apps that previously cost 79p will now cost 99p in order to better match a 99 cents price tag in the UK. These new prices will roll out over the next week.

The price jump was first revealed to developers via email, explaining that "when foreign exchange rates or taxation changes, we sometimes need to update prices on the App Store".

Apple also released the following statement: "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. These factors vary from region to region and over time."

The UK is not alone in this. Service tax changes have led to price increases in India, while the depreciation of the Turkish Lira will see that nation face higher prices too.

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8th July 2021

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Latest comments (4)

Jordan Lund Columnist 4 years ago
"This deal is getting worse all the time."

The hardware, admittedly, is pretty sweet. They did a solid job engineering it, but I think they cut too many corners on the package to hit the $300 sweet spot.

No pack in game? Hasn't pretty much every Nintendo machine had a pack in game? $50 for 1-2-Switch? Seems excessive. $80 for a pair of controllers, now you have to pay $30 for the controller grip?

The prime complaint about the Playstation Vita was the price (although at $250 it was the same price as the PSP) and the price of accessories, namely the memory card.
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Craig Page El Presidente, Awesome Enterprises4 years ago
I guess it's not possible to rejoin the EU and reverse this 25% app store price increase?
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Aleksi Ranta Category Management Project Manager 4 years ago
Taking back control :)
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Show all comments (4)
technically, the pound has risen. will apple reverse it reverse :)
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