Apple Increases UK App Store Prices 20% While Microsoft Raises Xbox Console Cost
From 24 October, Apple initiated an increase in the base price of apps and in-app purchases across the UK App Store. The minimum tier for app purchases, previously £0.79, now stands at £0.99, representing an approximate 20% rise. Developers will continue to receive their 70% share of the new pricing structure, which will see their earnings increase in line with the consumer cost.
This move mirrors adjustments made in other regions, including Eurozone countries, where a comparable price increase was implemented last month. Apple attributed these changes to fluctuations in foreign exchange rates and local tax adjustments. Industry analysts have highlighted a period of significant appreciation for the US dollar against global currencies, which impacts companies operating internationally.
The technology giant stated internally that it had "never seen a component price increase this much, this quickly," indicating broader supply chain pressures. This pricing strategy follows a similar decision by Microsoft, which raised the price of its Xbox Series X console to £479.99 in August, up from its launch price of £449.99.
While Apple's hardware products and subscription services have not yet been affected by these latest price adjustments, the precedent set by these changes suggests consumers should anticipate further potential increases across the technology sector.
