Apple updates App Store pricing and developer payouts in nine markets after tax changes

App Store

• Apple updates App Store prices in 9 countries due to new tax rules
• VAT hikes in Russia, Kazakhstan, Zimbabwe; new taxes in other regions
• Automated pricing sees adjustments; manual pricing may need review

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Apple has begun rolling out changes to App Store pricing and developer payouts in response to new and revised tax rules across multiple countries. The update, which takes effect today, affects automated pricing for apps and In-App Purchases in nine markets, with further adjustments planned next month for one specific region.

In an email sent to developers, Apple said that proceeds from App Store sales are being recalculated to reflect changes in local tax policies. According to the company, these updates rely on publicly available exchange rate data from financial information providers, with the goal of keeping app and In-App Purchase prices broadly consistent across global storefronts despite regional tax differences.

The changes impact countries where governments have either introduced new taxes, adjusted existing rates, or removed temporary levies. Bhutan is seeing the introduction of a 5 percent Goods and Services Tax, while Mauritius has introduced a 15 percent value-added tax. In Kazakhstan and Russia, VAT rates have increased to 16 percent and 22 percent respectively. Zimbabwe has implemented a smaller VAT rise, moving from 15 percent to 15.5 percent.

Some regions, however, are seeing tax relief rather than increases. Finland and Lithuania have both reduced VAT rates for specific categories such as news, magazines, books, and audiobooks. In Finland, the reduced VAT rate has dropped from 14 percent to 13.5 percent, while Lithuania has cut its equivalent rate from 9 percent to 5 percent. Türkiye has lowered its digital services tax from 7.5 percent to 5 percent, and Ghana has removed the COVID-19 Health Recovery Levy that was introduced in 2019.

Apple says these changes are automatically reflected in storefronts that use App Store automated pricing. This means developers who rely on Apple’s price equalisation system do not need to take any action, as prices and proceeds are adjusted automatically based on the updated tax and exchange rate information. Developers who manage pricing manually may need to review their configurations to ensure they align with local regulations.

In addition to the immediate updates, Apple has confirmed that further pricing adjustments will roll out from February 26, specifically for Mauritius. These changes are tied to the newly introduced 15 percent VAT and will apply only to storefronts where Mauritius is not set as the base country for pricing. Apple has clarified that auto-renewable subscriptions will not be affected by these additional changes, nor will prices that developers control manually.

To support developers through the transition, Apple has already updated App Store Connect so that the Pricing and Availability section accurately reflects the new rules. Developers reviewing their apps should now see updated proceeds and pricing where applicable. Apple also noted that translations of the revised agreement related to these changes will be made available on the Apple Developer website within one month.

While the adjustments are unlikely to be noticeable to most users on a day-to-day basis, they underline how sensitive global app pricing is to local tax policy shifts. For developers operating across multiple regions, even small tax changes can affect margins and pricing strategy. Apple’s approach continues to favour automated adjustments, reducing the administrative burden on developers while ensuring compliance with evolving tax requirements worldwide.