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Apple updates pricing and tax policies for apps, in-app purchases, and subscriptions across Brazil, Kazakhstan, and Europe to ensure global consistency in UK.
Apple adjusts pricing strategies to ensure consistency across global storefronts, factoring in new tax regulations and exchange rates.
On May 16, 2025, Apple announced a series of updates regarding the pricing and proceeds from the sale of apps and In-App Purchases. These changes, which will affect specific regions, are aimed at maintaining uniformity across the App Store and ensuring developers' proceeds remain stable in light of tax and exchange rate fluctuations.
Starting May 16, 2025, developers outside of Brazil will experience an adjustment to their proceeds due to the introduction of the Contribuições de Intervenção no Domínio Econômico (CIDE) tax. This 10% tax will apply to all eligible app sales and In-App Purchases in Brazil.
Developers should be aware of this adjustment as it impacts their earnings on sales made in the country.
From June 2, 2025, Apple will update the pricing for apps and In-App Purchases in Brazil and Kazakhstan. These adjustments will only apply to developers who have not selected Brazil or Kazakhstan as the base storefront for their app or In-App Purchases. If these regions are not set as the base storefront, prices will be modified to maintain consistency with the base storefront's prices.
However, for developers who have already selected Brazil or Kazakhstan as the base storefront, no price change will occur. Similarly, prices for auto-renewable subscriptions will remain unaffected, and storefronts where prices are manually managed will not see any changes.
Starting August 4, 2025, Apple will implement a new policy requiring customers in Austria, Germany, and Poland to consent to any price increases for auto-renewable subscriptions. If developers plan to increase the price of a subscription starting on or after August 4, customers must agree to the new price for the subscription to continue.
If no action is taken by the subscriber, Apple will continue requesting consent through email, push notifications, and in-app messaging until the subscription expires at the end of the current billing cycle.
Developers are encouraged to avoid scheduling price increases between August 2 and August 4 to ensure a smooth transition for their customers.
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Apple's pricing and tax adjustments, including the introduction of new taxes in Brazil and consent requirements for subscription price increases in Europe, are set to keep the App Store's pricing structure fair and consistent globally. Developers are encouraged to monitor these changes and adjust their pricing strategies accordingly.
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