Apple hikes UK App Store prices by 25 percent because Brexit
£0.79 apps will soon cost £0.99.
If you're an iPhone, iPad or Mac user in the UK, prepare yourself: App Store prices are on the rise. As 9to5Mac reports, developers are being notified that their software will soon be bumped up in price. Apps worth 79 pence before will soon cost 99 pence, while those priced at £1.49 will rise to £1.99. Similar increases will be seen at higher price points too -- video games with a £7.99 price-tag, such as Nintendo's Super Mario Run, will soon shoot up to £9.99, for instance. The reason? Almost certainly Brexit, and the negative impact it's having on the pound at the moment.
An Apple spokesperson said: "Price tiers on the App Store are set internationally on the basis of several factors, including currency exchange rates, business practices, taxes, and the cost of doing business. These factors vary from region to region and over time."
The timing couldn't be worse for UK Prime Minister Theresa May, who will announce later today that Britain is leaving the European single market. The pound slipped to a 31-year low against the dollar last week, and today dropped below the euro too. These fluctuations are tied to the ongoing uncertainty around Britain and the trade deals it will be able to negotiate once May triggers Article 50, the political starting pistol for the nation's exit from the European Union.
Apple isn't the only technology company adapting to Brexit uncertainty. Last year, the OnePlus 3 and HTC Vive received small, but significant price increases in the UK. Tesla announced a similar move for its electric vehicles in December -- the implementation was pushed from January 1st to 15th, however -- upping sticker prices by 5 percent to accommodate for the shifting currency. Apple has been doing the same, albeit quietly, for some of its key hardware, including the iPad Pro and iPhone 7. We wouldn't be surprised if more companies follow their lead in the next few months.
