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Apple announced its App Store pricing overhaul on December 6, 2022; it was not a new 2026 announcement. The headline figure referred to 700 additional price points, while today’s App Store Connect documentation describes up to 800 standard points plus 100 higher points available on request. For developers, the enduring change is more choice over storefront prices and a base-country system that can automatically adjust prices in other markets for certain tax and exchange-rate changes.
What Apple announced—and when
Apple described the December 6, 2022 change as its biggest App Store pricing upgrade since the store launched. It was a developer-side overhaul, not a redesign of the customer-facing App Store. The tools were intended for paid apps, one-time in-app purchases, and subscriptions, with expanded control over prices and availability across storefronts. Apple’s announcement introduced the new subscription pricing capabilities first; other apps and in-app purchases followed in 2023. Apple said existing apps and one-time in-app purchases would receive updated pricing across 175 storefronts on May 9, 2023, using the U.S. price as the basis if developers had not made their own changes. Apple Developer’s rollout notice details that transition.
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What “700 new price points” means
Apple’s original announcement grouped 600 additional standard price points with 100 higher points that developers could request. Current App Store Connect documentation describes a different operational framing: up to 800 price points by default, with 100 additional higher points available on request, for a possible total of 900. The number of choices available to an individual developer depends on the current selector and any required request; 700 does not mean every developer can type any price in every currency.
| Detail | Apple’s December 2022 announcement | Current App Store Connect documentation |
|---|---|---|
| Default or standard points | 600 additional standard price points | Up to 800 price points by default |
| Higher points | 100 additional higher points available on request | 100 additional higher points available on request |
| Overall framing | 700 new points; approximately 900 total | Up to 800 by default plus 100 on request |
| Storefronts and currencies | 175 storefronts and 44 currencies | 175 storefronts and 43 currencies |
The currency counts differ between Apple’s 2022 announcement and its current help page; the available documentation does not explain the discrepancy. For the current selector, Apple says it initially displays 25 commonly used prices. Developers can select See Additional Prices to view more options. See Apple’s current instructions for setting a price.
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Ranges and local price endings
Apple’s 2022 announcement said prices could start at $0.29 and, on request, reach $10,000. It described increments as small as $0.10 up to $10 and $0.50 from $10 to $50, with larger increments at higher levels. Those are examples and ranges from the announcement, not a guarantee that every currency has identical increments today. Use the live price selector for the options available to your product.
The expanded system also supports more local conventions than a narrow set of prices ending in .99. Apple cited rounded endings such as X.00 and X.90, as well as conventions involving repeating digits. The point is greater flexibility within Apple’s supported price tiers—not unrestricted decimal pricing.
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How automatic global pricing works
A developer chooses a base country or region and price. Apple generates comparable prices for the other 174 of the 175 storefronts, taking certain taxes, foreign-exchange rates, and local pricing conventions into account. The base storefront is protected from automatic adjustments; prices in other storefronts may change when relevant tax or exchange-rate conditions change. This can reduce routine currency maintenance and help keep prices broadly aligned, but it does not guarantee equal purchasing power or the best local price for every market.
When a developer manually edits a storefront price, that storefront is no longer automatically adjusted. The developer takes responsibility for reviewing it as exchange rates, taxes, and local market conditions change. Automatic pricing is usually operationally simpler; manual pricing provides more local control at the cost of ongoing oversight.
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Set or review a price in App Store Connect
- Open Apps in App Store Connect and select the app.
- Choose Monetization → Pricing and Availability.
- In Price Schedule, select Add Pricing.
- Choose a base country or region and select a supported price.
- Review the generated prices for the other storefronts.
- Leave the generated prices in place for Apple-managed pricing, or edit specific storefronts when you need local control.
- Review the schedule and confirm it.
Apple warns that changing the base country can delete scheduled price changes. Review upcoming schedules before confirming a base-country change. The full workflow and its current details are in Apple’s set-a-price documentation.
Choose global, temporary, or custom pricing
Apple’s current app-pricing documentation distinguishes three kinds of price change. Their effects are not interchangeable:
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| Mode | What you control | Automatic adjustment behavior | Useful when |
|---|---|---|---|
| Global price change | Change the base-country price; Apple generates comparable prices elsewhere. | Non-base storefronts may be adjusted later for certain tax and exchange-rate changes. | You want a single anchor price and less routine storefront maintenance. |
| Temporary price change | Set a promotional price for selected countries or regions with start and end dates. | Apple does not automatically adjust prices in selected storefronts during the temporary period. If the base country is included, automatic adjustments are paused during that period. | You need a time-limited promotion in specific markets. |
| Custom price change | Set prices in selected storefronts or all 175 storefronts. | Manually managed storefronts are not automatically adjusted. Including the base country in a custom change can disable automatic repricing across all storefronts. | You have a reason to set or preserve particular local prices and can maintain them. |
For apps, Apple allows a temporary price change to be scheduled from the current date through the end of the next calendar year, with a maximum duration of one year. Do not assume that exact limit applies to every subscription or in-app-purchase configuration; check the relevant product-specific instructions. See Apple’s app price-change scheduling documentation.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.When to use automatic or manual prices
| Consideration | Automatic global pricing | Manual storefront pricing |
|---|---|---|
| Operational effort | Lower: Apple manages comparable prices in non-base storefronts. | Higher: your team must monitor manually managed prices. |
| Local market control | Limited: generated prices may not match local purchasing power or competitive conditions. | Greater: you can set a price suited to a market or a known price point. |
| Currency and tax changes | Apple may adjust eligible non-base storefronts. | Manual storefronts can become stale unless you review them. |
| Good fit | Small teams, many storefronts, volatile currencies, or a business that values broad price alignment over local optimization. | Teams with reliable regional demand data, local competition, fixed-price requirements, or tested price elasticity. |
A sensible base market is one that reflects the business’s commercial priorities. Avoid overriding a storefront casually: an override changes who is responsible for future maintenance. For any intentional override, keep a pricing log with the reason, date, and condition for reviewing or reverting it.
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Subscriptions, in-app purchases, and proceeds
Subscriptions have additional customer-impact rules
Subscriptions received the new capabilities first, but their price changes are not simply the same as changing a paid-app price. Increases and decreases can have different customer-notification consequences. Apple also documents that only one future price change can be scheduled at a time per storefront and billing-plan type; scheduling another can overwrite the existing one. VAT changes can affect proceeds even when the listed customer price stays the same. Consult Apple’s auto-renewable subscription pricing guidance before scheduling a change.
Customer price is not developer proceeds
The displayed price, taxes, Apple’s commission, and the developer’s proceeds are distinct amounts. Apple’s pricing reference describes proceeds as the price minus applicable taxes and Apple’s commission; currency conversion and the terms applicable to a product and territory also matter. There is no single commission figure that should be assumed for every developer or transaction. Review the applicable agreement and territory-specific reporting rather than treating the storefront price as revenue. Apple’s pricing and availability reference explains the calculation.
Pricing and availability are separate decisions
Setting a price does not determine where an app is offered. Developers manage storefront availability separately; Apple currently describes availability across 175 App Store countries or regions. A customer’s Apple Account country or region determines the storefront they use, and legal or regulatory requirements can affect where an app is available. See Apple’s availability guidance.
What the upgrade did not change
- It did not remove Apple’s commission or eliminate taxes, currency risk, or the need to consider developer proceeds.
- It did not guarantee identical purchasing power across markets or automatically find the commercially optimal local price.
- It did not let developers enter any arbitrary decimal price; prices remain subject to Apple’s supported tiers and currency rules.
- It did not stop automatic changes to eligible non-base storefronts when automatic pricing is enabled.
- It did not create paid-app upgrade pricing or replace regional price testing.
The original announcement was about expanded price choices and global price management, not a fundamental change to App Store economics. App Store Connect remains the native place to set prices. Subscription platforms such as RevenueCat, Adapty, or Qonversion may be relevant to businesses that need cross-platform entitlements, analytics, or paywall experimentation, but they do not replace Apple’s platform-specific price configuration.
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
