App Store pricing · Europe
App Store subscription pricing in Italy
The median top subscription app charges Apple's default price in Italy, and 31 of the 69 benchmark apps priced here go below it.
Health & Fitness apps cut deepest (−9%), while Graphics & Design apps mostly keep Apple's price.
Apple's default for a $9.99 US price is €9.99, about $11.18 or 112% of the US price.
Data updated · EUR · App Store Connect territory ITA
Apple's default prices in Italy
When you set a US price in App Store Connect, Apple fills in these prices for Italy. Most apps never change them. ≈ marks prices inferred from what top apps charge, or estimated from the nearest exact prices.
| US price | Apple default | In US dollars | % of US price |
|---|---|---|---|
| $2.99 | ≈ €2.99 | $3.34 | 112% |
| $4.99 | ≈ €5.99 | $6.70 | 134% |
| $6.99 | ≈ €7.99 | $8.94 | 128% |
| $9.99 | €9.99 | $11.18 | 112% |
| $12.99 | ≈ €14.99 | $16.77 | 129% |
| $14.99 | ≈ €17.99 | $20.12 | 134% |
| $19.99 | ≈ €21.99 | $24.60 | 123% |
| $29.99 | €34.99 | $39.14 | 131% |
| $39.99 | ≈ €44.99 | $50.33 | 126% |
| $49.99 | €59.99 | $67.11 | 134% |
| $59.99 | ≈ €69.99 | $78.29 | 131% |
| $69.99 | ≈ €79.99 | $89.48 | 128% |
| $79.99 | €89.99 | $100.67 | 126% |
| $99.99 | €99.99 | $111.85 | 112% |
How top apps price in Italy
Each app's gap is its local price ÷ Apple's default for the same plan − 1, so −30% means 30% below Apple's default. The range is the middle half of the apps in each group.
| Apps | Median vs Apple | Range | Apps priced here |
|---|---|---|---|
| All 71 benchmark apps | at default | −13% to 0% | 69 |
| Education | at default | −15% to 0% | 20 |
| Health & Fitness | −9% | −14% to 0% | 24 |
| Graphics & Design | at default | 0% to 0% | 25 |
| Women's health | −33% | −37% to −30% | 2 |
| Activity & outdoors | −23% | −29% to −17% | 2 |
| Meditation & sleep | −15% | −17% to −13% | 4 |
| Language learning | −15% | −17% to 0% | 5 |
| Workouts & training | −9% | −9% to 0% | 5 |
| Plant ID | −8% | −17% to 0% | 2 |
| Study & homework | −8% | −17% to 0% | 4 |
| Design & craft tools | −8% | −13% to 0% | 3 |
| Self-care & motivation | −8% | −11% to −4% | 2 |
| Brain training | −6% | −13% to 0% | 2 |
| Kids & family | −6% | −11% to 0% | 3 |
| Wearable companion | −5% | −10% to 0% | 2 |
| Photo editing | at default | −4% to 0% | 4 |
| AI home design | at default | 0% to 0% | 4 |
| AI image & video | at default | 0% to 0% | 8 |
| AR drawing & tracing | at default | 0% to 0% | 4 |
| Nutrition & weight loss | at default | 0% to 0% | 7 |
| Test prep | at default | 0% to 0% | 2 |
| Widgets & themes | at default | 0% to 0% | 2 |
| Music lessons | at default | −10% to +13% | 2 |
Recommended prices for common plans in Italy
Benchmarked against all 71 apps and rounded to prices Apple allows in Italy. Value prices like the cheaper quarter of apps, premium like the pricier quarter. For a recommendation based on apps like yours, use the price localizer.
| US plan | Apple default | Value | Match peers | Premium |
|---|---|---|---|---|
| Weekly $6.99 | €7.99 | €6.99 | €7.99 | €7.99 |
| Monthly $9.99 | €9.99 | €8.99 | €9.99 | €9.99 |
| Monthly $14.99 | €17.99 | €15.99 | €17.99 | €17.99 |
| Annual $59.99 | €69.99 | €59.99 | €69.99 | €69.99 |
| Annual $99.99 | €99.99 | €90.99 | €99.99 | €99.99 |
Changing subscription prices in Italy
Raising prices
Apple notifies existing subscribers in Italy of a price increase without asking for consent, unless the increase is more than 50% and more than €5 per renewal on weekly or monthly plans (€50 on annual plans). Above both thresholds, subscribers have to agree, or their subscription ends at renewal.
Lowering prices
A lower price on an existing product reaches existing subscribers too, at their next renewal. To give a lower price to new subscribers only, create a new subscription product in the same group with the new price and show it on your paywall.
Test the right price for Italy
These prices are a starting point for everyone in Italy. Botsi picks the offer each user sees, from the prices, plans, trials and paywall designs you set up, and A/B tests it against your current paywall.
Italy pricing questions
What is Apple's default App Store price for $9.99 in Italy?
€9.99. That's about $11.18, or 112% of the US price after conversion. Apple fills it in automatically when you set a US price of $9.99 in App Store Connect.
Do top subscription apps charge less than Apple's default in Italy?
The median top subscription app charges Apple's default price in Italy, and 31 of the 69 benchmark apps priced here go below it. Health & Fitness apps cut deepest (−9%), while Graphics & Design apps mostly keep Apple's price.
Do subscription price increases need consent in Italy?
Apple notifies existing subscribers in Italy of a price increase without asking for consent, unless the increase is more than 50% and more than €5 per renewal on weekly or monthly plans (€50 on annual plans). Above both thresholds, subscribers have to agree, or their subscription ends at renewal.
App Store pricing in other countries
Nearby in Europe: France, Germany, Netherlands, Spain, Sweden, United Kingdom