Apple has just announced that a new method for calculating application prices will come into effect on October 5. If the United States were to be relatively little affected, Europe will undergo big changes next month. The price of applications, but also in-app purchases, will be increased in all countries using the euro. Other nations around the world are affected such as Japan, Egypt and Malaysia.
Developers can always lower their margin to keep a constant selling price, but it is impossible to know in advance if and when they will do so. It is therefore best to buy applications before October 5 to get them cheaper.
An increase of 2 euros for certain applications
The cheapest applications, currently sold in Europe at €0.99, will increase to €1.19. The change is more visible for applications priced at €9.99, they will be sold for €11.99 in October.
Auto-renewing subscriptions for streaming applications (video or music) are not taken into account in this price increase.The price of Apple serviceswill also be unchanged once October 5 passes.
Apple explains this price development in Europe because of the current low value of the euro. The currency of the old continent has weakened considerably compared to the American dollar which serves as a reference.
The value of the euro as an X factor
This drop in the value of the euro is already responsible for part of the increase in iPhone 14 prices. In France, Apple's latest phones are now sold for more than 1000 euros,l’iPhone 14 Pro Maxwith a maximum storage capacity even exceeds €2000, unheard of for Apple.
This price increase could, however, be short-lived; Apple is quite capable of lowering the cost of applications if the euro returns to a conversion level against the dollar similar to the start of the year.
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By : Keleops AG
