Apple is raising prices on its UK App Store by almost 25% to reflect the sharp depreciation of the pound following June’s vote to leave the European Union The Guardian Reports.
The new prices enshrine parity between the dollar and the pound, at least for apps on the iOS and Mac app stores. An app that costs $0.99 in the US, and used to cost £0.79, will now cost £0.99.
According to the Business Insider, It’s not the first time Apple has increased its prices in the UK to adjust for changes in the exchange rate — in October, it bumped up the prices for its new laptops significantly more in the UK compared to the US.
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.
Since the vote to leave the European Union, the value of the pound has fallen by 18.5% against the US dollar. Apple has already acted to change other British prices since the vote to leave the European Union: in October, it marked the launch of new Macs with a 20% price rise across the line. One computer, the Mac Pro, saw its price jump by £500 overnight.