App Store pricing · Europe
App Store subscription pricing in the United Kingdom
The median top subscription app charges Apple's default price in the United Kingdom, and 34 of the 70 benchmark apps priced here go below it.
Health & Fitness apps cut deepest (−12%), while Graphics & Design apps mostly keep Apple's price.
Apple's default for a $9.99 US price is £9.99, about $13.33 or 133% of the US price.
Data updated · GBP · App Store Connect territory GBR
Apple's default prices in the United Kingdom
When you set a US price in App Store Connect, Apple fills in these prices for the United Kingdom. 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 | $3.99 | 133% |
| $4.99 | ≈ £4.99 | $6.66 | 133% |
| $6.99 | ≈ £6.99 | $9.33 | 133% |
| $9.99 | £9.99 | $13.33 | 133% |
| $12.99 | ≈ £12.99 | $17.34 | 133% |
| $14.99 | ≈ £14.99 | $20.01 | 133% |
| $19.99 | ≈ £19.99 | $26.68 | 133% |
| $29.99 | £29.99 | $40.03 | 133% |
| $39.99 | ≈ £39.99 | $53.37 | 133% |
| $49.99 | £49.99 | $66.72 | 133% |
| $59.99 | ≈ £59.99 | $80.07 | 133% |
| $69.99 | ≈ £69.99 | $93.42 | 133% |
| $79.99 | £79.99 | $106.76 | 133% |
| $99.99 | £99.99 | $133.46 | 133% |
How top apps price in the United Kingdom
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 | −19% to 0% | 70 |
| Education | at default | −18% to 0% | 20 |
| Health & Fitness | −12% | −20% to 0% | 25 |
| Graphics & Design | at default | −6% to 0% | 25 |
| Music lessons | −29% | −30% to −28% | 2 |
| Women's health | −29% | −40% to −17% | 2 |
| Design & craft tools | −23% | −42% to −6% | 3 |
| Language learning | −16% | −28% to −2% | 6 |
| Widgets & themes | −15% | −16% to −14% | 2 |
| Meditation & sleep | −15% | −23% to −7% | 4 |
| Workouts & training | −14% | −20% to −8% | 6 |
| Nutrition & weight loss | −12% | −20% to −4% | 7 |
| Activity & outdoors | −10% | −20% to 0% | 2 |
| Wearable companion | −10% | −20% to 0% | 2 |
| Plant ID | −6% | −12% to 0% | 2 |
| 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 |
| Kids & family | at default | −13% to 0% | 3 |
| Photo editing | at default | 0% to 0% | 4 |
| Self-care & motivation | at default | 0% to 0% | 2 |
| Study & homework | at default | 0% to 0% | 4 |
| Test prep | at default | 0% to 0% | 2 |
Recommended prices for common plans in the United Kingdom
Benchmarked against all 71 apps and rounded to prices Apple allows in the United Kingdom. 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 | £6.99 | £5.99 | £6.99 | £6.99 |
| Monthly $9.99 | £9.99 | £7.99 | £9.99 | £9.99 |
| Monthly $14.99 | £14.99 | £11.99 | £14.99 | £14.99 |
| Annual $59.99 | £59.99 | £49.99 | £59.99 | £59.99 |
| Annual $99.99 | £99.99 | £79.99 | £99.99 | £99.99 |
Changing subscription prices in the United Kingdom
Raising prices
Apple notifies existing subscribers in the United Kingdom 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 the United Kingdom
These prices are a starting point for everyone in the United Kingdom. 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.
United Kingdom pricing questions
What is Apple's default App Store price for $9.99 in the United Kingdom?
£9.99. That's about $13.33, or 133% 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 the United Kingdom?
The median top subscription app charges Apple's default price in the United Kingdom, and 34 of the 70 benchmark apps priced here go below it. Health & Fitness apps cut deepest (−12%), while Graphics & Design apps mostly keep Apple's price.
Do subscription price increases need consent in the United Kingdom?
Apple notifies existing subscribers in the United Kingdom 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, Italy, Netherlands, Spain, Sweden