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Apple has updated its pricing and tax policies for apps, in-app purchases, and subscriptions across Brazil, Kazakhstan and Europe to ensure consistency worldwide.
Apple revises pricing strategies to ensure consistency across international storefronts, taking into account updated tax regulations and exchange rates.
On 16 May 2025, Apple announced a series of updates regarding the pricing and proceeds from the sale of apps and In-App Purchases. These changes, affecting specific regions, aim to maintain uniformity across the App Store and ensure developers’ proceeds remain stable amidst tax and currency fluctuations.
From 16 May 2025, developers outside Brazil will notice an adjustment to their proceeds following 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 will impact their earnings from sales made in the country.
From 2 June 2025, Apple will update the pricing of apps and In-App Purchases in Brazil and Kazakhstan. These adjustments will only affect developers who have not set Brazil or Kazakhstan as the primary storefront for their app or In-App Purchases. If these regions are not the base storefront, prices will be adjusted to align with the base storefront’s pricing.
However, for developers who have already designated Brazil or Kazakhstan as the primary storefront, no price change will occur. Likewise, prices for auto-renewable subscriptions will remain unchanged, and manually managed storefronts will not be affected.
From 4 August 2025, Apple will introduce a new policy requiring customers in Austria, Germany, and Poland to provide consent for any price increases on auto-renewable subscriptions. If developers intend to raise subscription prices on or after 4 August, customers must accept the new price for the subscription to continue.
If no action is taken by the subscriber, Apple will continue to request consent via email, push notifications, and in-app messages until the subscription reaches the end of the current billing cycle.
Developers are advised to avoid scheduling price increases between 2 and 4 August to ensure a smooth transition for their customers.
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Apple’s pricing and tax updates, including the introduction of new taxes in Brazil and the consent requirement for subscription price increases in Europe, are designed to maintain a fair and consistent App Store pricing structure globally. Developers are encouraged to monitor these changes and adjust their pricing strategies accordingly.
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