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Apple Increases App Store Prices By 25% Following Brexit Vote

Following the UK’s vote to leave the European Union last year, Apple is raising prices on its UK App Store by almost 25 percent to counter the depreciation of the pound. For example, an app that costs $0.99 in the U.S., and used to cost 0.79 British pounds, will now cost 0.99 British pounds. The Guardian reports: Apple announced the price rises in an email to app developers on Tuesday, and told them “when foreign exchange rates or taxation changes, we sometimes need to update prices on the App Store.” It says the new prices will roll out over the next seven days, giving customers a short opportunity to beat the price increase. Similar price increases are expected to hit other Apple stores, including the iTunes Store for music and video and the iBooks Store. Britain isn’t the only country experiencing price changes. India is seeing price increases due to changes in service taxes, while Turkish prices are also rising due to depreciation of the Turkish Lira. Since the vote to leave the European Union, the value of the pound has fallen by 18.5% against the U.S. dollar. In a statement, Apple said: “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.”


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