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Dollar rules: Apple rolls out new 99p/0.99 euro price points to UK/European App Stores

Dollar rules: Apple rolls out new 99p/0.99 euro price points to UK/European App Stores
Europeans often feel they get a raw deal in terms of currency conversion compared to the mighty US dollar.

That's why we stock up on iPads and jeans when we're stateside.

And when it comes to the App Store, Apple has steadily been tightening the screw.

In the UK, the lowest price for apps and games used to be 59p, but this was bumped up to 69p in June 2011.

For Europeans, the lowest price rose from 0.79 to 0.89 euros in October 2012. 

Up yours

Now Apple has done something rather subtle.

It's allowing developers to choose a new price point - 99p in the UK or 0.99 euros in Euro-zone countries.

The first game that was noticed at this new level was Chillingo's Bridgy Jones (previously 69p or 0.89 euros).

Certainly it will be interesting to see how many (or how quickly) these new prices becomes the dominant 'lowest' price point for new apps and games.

If that happens, the UK government won't be impressed.

It's trying to reduce inflation so - if this happens - an effective 43 percent increase in prices won't do anything to improve the mood of a nation of consumers in the grip of austerity.
editor-at-large

A Pocket Gamer co-founder, Jon can turn his hand to anything except hand turning. He is editor-at-large at PG.biz which means he can arrive anywhere in the world, acting like a slightly confused uncle looking for the way out. He likes letters, cameras, imaginary numbers and legumes.

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