Storefront Pricing Reference

Since the 2023 pricing overhaul, developers choose from roughly 900 price points (from $0.29 up to $10,000 on request) and designate one storefront as the base. Apple then generates equalized prices for the other 174 storefronts using its own conversion tables — deliberately rounded to local conventions, so a $9.99 app becomes something like €9.99, ¥1,500, or ₹899 rather than an exact FX conversion. You can override the automatic price in any individual storefront if the default misjudges local purchasing power.

Because the grid is not live-pegged to exchange rates, Apple periodically adjusts prices or tax treatment in specific regions when currencies or tax law shift — announced in advance through App Store Connect. If you rely on automatic pricing, a weakening currency can quietly change your local price and proceeds between adjustments; teams with revenue concentrated in one non-base market often watch that storefront’s mapping specifically.

The single most misread number in international pricing: in most storefronts — the EU, the UK, Japan, Australia, and many others — the displayed price includes local VAT or sales tax. Apple deducts that tax first and applies its commission to the remainder. A €9.99 sale in Germany at 19% VAT is €8.39 net of tax; your 70% share is about €5.88, or roughly 59% of the sticker price. In the US, by contrast, sales tax is added on top at checkout where applicable, so a $9.99 price yields $6.99 at the standard rate.

This is why identical-looking prices produce different proceeds per storefront, and it compounds with the commission tier: Small Business Program members and qualifying subscriptions keep 85% instead of 70%, which shifts every number in the previous paragraph. When comparing markets in the Locale Priority Planner, weight them by estimated proceeds per sale — sticker price minus local tax, times your commission rate — not by the displayed price.