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Technology

Apple Changes App Pricing Worldwide, Spurred By Currency Swings

By square1
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Apple Changes App Pricing Worldwide, Spurred By Currency Swings

Apple changed the prices of software applications from Canada to Europe, in one of the company’s more comprehensive global responses to currency swings in recent years.

With the US dollar rising, Apple earlier this week told software makers selling programmes through its online App Store that it’s increasing app prices in the European Union, Norway, Canada and Russia, because of foreign exchange rates and taxes.

The changes took effect today, with the entry-level price for apps in Canada rising to $1.19 from 99 cents.

In Europe, the basic app price jumped to 0.99 euro from 0.89 euro.

The moves across two continents - coupled with Apple boosting iPhone prices in Russia last month after briefly halting online sales there when the ruble plunged - amount to one of the more concentrated worldwide actions by the Cupertino, California-based company to currency movements.

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While Apple has previously raised the prices of programs in its international app stores, the company is typically reluctant to make such changes, said Slaven Radic, chief executive officer of app-developer consultancy Tapstream Network.

“This is very unique,” Radic said. “They’re very measured about this - sometimes they’ll lose money if they can avoid showing too much price movement on things.”

Tom Neumayr, an Apple spokesman, confirmed the company had sent messages to developers about Canada, Russia and Europe increasing app prices.

News by Bloomberg, edited by ESM

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