The App Store shows an Italian page as the main one in Italy and also reads it in Switzerland, next to German (Apple help, Oct 16, 2026). In Italian search the word gratis came up in all 9 topics we checked, and next to the Italian “IA” people also type the English “ai” (App Store suggestions, Oct 16, 2026). A $4.99 purchase costs €5.99, and an app in the Apple Small Business Program receives €4.16.
Where an Italian page shows
According to Apple's App Store localizations page (Oct 16, 2026), Italian is the default language of one App Store storefront out of 175, Italy, and an additional language in one more (Switzerland).
Apple lists English (U.K.) as Italy's second language. AppTweak and Phiture showed with test words that Italian search reads both localizations but does not assemble a phrase from words in different ones (AppTweak, Nov 21, 2025).
In Switzerland the default is German, with Italian, French and English (U.K.) as additional languages. If you sell in Italian-speaking Switzerland, the Italian page counts there, but prices are in francs, CHF 4.00 for the $4.99 step.
Who earns most on the App Store in Italy
In Italy the top places on the Top Grossing chart on Oct 16, 2026 go to ChatGPT, “TikTok: Video, Live e Musica” and Instagram, and there are no games in the top ten. 35 of the 100 are games. 91 list Italian, fewer than list German, French, Spanish or Portuguese among the leaders of their own countries.
The median name is 23.5 characters, and 36 of 100 use 28 to 30. 58 separate the brand and a description, such as “CapCut: editor di foto e video” and “DAZN: Diretta Calcio e Sport”. 9 of 100 do not list Italian, more than in Germany, France, Spain, Mexico and Brazil, and 6 of them are games.
| Rank | App | Category |
|---|---|---|
| 1 | ChatGPT | Productivity |
| 2 | TikTok: Video, Live e Musica | Entertainment |
| 3 | Photo & Video | |
| 4 | Tinder: app di dating | Lifestyle |
| 5 | Claude by Anthropic | Productivity |
| 6 | CapCut: editor di foto e video | Photo & Video |
| 7 | YouTube | Photo & Video |
| 8 | DAZN: Diretta Calcio e Sport | Sports |
| 9 | LinkedIn: Rete Professionale | Business |
| 10 | Gmail - l'email di Google | Productivity |
Source: chart Top Grossing, Italy, Oct 16, 2026; languages iTunes Lookup.
What people search for on the App Store in Italy
We typed 9 common small-app topics into App Store search in Italy and saved 10 suggestions for each (Oct 16, 2026). The median query is 15 characters long. Gratis, gratuito or gratuita appears in 17 of 90 and in all 9 topics.
| Typed | Top App Store suggestions |
|---|---|
| foto photo | foto, fotocamera, fototessera gratis, foto roulette, foto collage free |
| video video | video lite, video editor, video chat, video downloader, video ai |
| traduttore translator | traduttore simultaneo gratis, traduttore, traduttore vocale gratuito, traduttore gratis, traduttore foto |
| dormire sleep | app per dormire, lockd: suoni per dormire, sleeptou: suoni per dormire, app per dormire gratis, dormire |
| calorie calories | calorie counter, conta calorie gratis, calorie ai, calorie tracker, calorie |
| spese expenses | spese mensili, spese sotto controllo, spese giornaliere, spese condivise, spese mensili gratis |
| scanner scanner | scanner pdf, scanner gratis, scanner veicoli, scanner pdf gratis iphone, scanner documenti |
| inglese English | inglese gratis, inglese, inglese per bambini, inglese b2, inglese ai |
| palestra gym | palestra, palestra a casa, palestra gratis, palestra a casa gratis, palestra quality |
Source: App Store search suggestions, Italy, Oct 16, 2026.
People in Italy readily type English. 6 suggestions use the English “ai”, such as “foto ai”, “calorie ai” and “inglese ai”, and Canva calls itself “Canva: Editor Foto e Video AI” in Italy. English “calorie counter” and “video editor” show up too (App Store suggestions, Oct 16, 2026). For inglese the App Store suggests levels, “inglese b1”, “inglese b2” and “inglese c1”.
App Store prices in euros
Italy prices in euros, like Germany and Spain. $0.99 costs €0.99, $4.99 costs €5.99 and $9.99 costs €9.99 (App Store Connect, Oct 16, 2026). Your share is lower here, €5.99 brings €4.16, 69% of the price against 71% in Germany, and tax takes the difference.
| Countries | $0.99 | $4.99 | $9.99 |
|---|---|---|---|
| Italy | €0.99 you get €0.69 | €5.99 you get €4.16 | €9.99 you get €6.93 |
| Switzerland | CHF 1.00 you get CHF 0.79 | CHF 4.00 you get CHF 3.15 | CHF 9.00 you get CHF 7.08 |
| United States | $0.99 you get $0.84 | $4.99 you get $4.24 | $9.99 you get $8.49 |
Source: App Store Connect, price points equal to $0.99, $4.99 and $9.99 in the US, Oct 16, 2026. Proceeds are for the Apple Small Business Program, 15% commission.
Proceeds are the price minus taxes and Apple's commission (App Store Connect Help). They are shown here for the Apple Small Business Program at 15%, and are lower at the standard 30%.
How to write the page in Italian
- Name up to 30 characters, subtitle the same (App Store Connect Help). 36 of the 100 leaders in Italy use 28 to 30 characters.
- Keywords, per Apple's help, up to 100 bytes, no names of other apps (Apple). No space is needed after a comma. AppTweak advises separating keywords with commas (AppTweak). Keep the English words people in Italy type, such as ai or editor, in the Italian localization if you want to match a mixed query.
- Keep “gratis” out of the name and subtitle, since guideline 2.3.7 of the App Review Guidelines rules out pricing information in metadata.
- App Store Connect has no separate Italian for Switzerland. The same Italian page counts there as in Italy.
Where to start with an Italian page
- Check your topic with English words. People in Italy search for “calorie counter” and “video ai”.
- Add a description after the brand, as 58 of the 100 leaders do.
- If you make a game, translate it. 6 of the 9 top-100 apps without Italian are games.
- Work out your proceeds in euros. €5.99 brings you €4.16.
Appto picks search queries with reasons and writes the Italian page against Apple's limits, next to your other languages. Appto asks for your yes before writing to App Store Connect.
Questions
How much is a $4.99 purchase in Italy?
€5.99 on Oct 16, 2026, as in Germany and Spain (App Store Connect). Proceeds are lower, and €5.99 brings €4.16.
Does an Italian page count in Switzerland?
Yes. According to Apple, Switzerland's default is German and Italian is one of its additional languages (Oct 16, 2026).
Should AI be IA or AI in Italian?
In App Store suggestions in Italy the English “ai” appears in 6 queries, such as “foto ai” and “inglese ai” (Oct 16, 2026). Check your own word with suggestions before you choose.
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