All mobile titles sold via Apple’s UK App Store are now 25 percent more expensive than before, after the company hiked up its prices in the country following the recent weakening of sterling against the euro and dollar.
Apple revealed that it was changing its pricing strategy in several countries including the UK, India and Turkey in emails sent to developers earlier today, with the full set of changes set to roll out over the next seven days.
In the case of the UK, Apple is essentially providing numerical parity between the GBP and USD price-point, with a game or app that costs $0.99 in the US now costing 99p in the UK, up from the previous figure of 79p.
The price increase also applies to all in-app purchases; for example, Super Mario Run now costs British players £9.99 to purchase the full version instead of £7.99.
In a statement, a spokesman for Apple stated: “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,” it said.
“These factors vary from region to region and over time.”