A price point is one of the fixed prices App Store Connect lets you choose for an app or purchase. There are 800 by default plus 100 higher ones on request, from $0.29 to $10,000 in the US, and App Store Connect converts the base country's price to the other 174 storefronts.
What it is and why you can't type any price
You don't type a price into the App Store, you pick it from a list of price points. In each currency a point has its own value that follows local pricing habits, so an amount like $4.37 isn't possible.
The system changed on December 6, 2022. Apple added 700 points, made the steps finer, every $0.10 up to $10 and every $0.50 from $10 to $50, and allowed round endings such as x.00 and x.90. Subscriptions got the new prices right away, paid apps and one-time purchases on March 9, 2023 (Apple news).
Where it lives in App Store Connect
- App. App Store Connect › Apps › your app › Monetization › Pricing and Availability › Price Schedule › Add Pricing.
- One-time purchase. In-App Purchases › purchase › Price Schedule › Add Pricing.
- Subscription. Subscriptions › group › subscription › Subscription Prices › Add Subscription Price.
The list first shows 25 points, the most common ones for the country, and See Additional Prices at the end opens the rest. The Account Holder, Admin and App Manager roles can set app prices.
Apple's limits and numbers
| What | How many |
|---|---|
| Price points by default | 800 |
| Higher points on request | 100 more, up to $10,000 |
| Lowest price in the US | $0.29 |
| Shown in the list first | 25 points |
| Countries and regions | 175, the base one plus 174 |
| Currencies | 43 |
| Scheduled subscription price changes | one at a time per country and billing plan type |
Per App Store Connect Help, Apple's In-App Purchase page and Apple news of August 27, 2026, checked October 16, 2026.
The base country and automatic conversion
You set the price for one base country you know well, and App Store Connect suggests comparable prices for the other 174 storefronts, taking taxes and exchange rates into account. Apple never changes the base country's price. It updates prices elsewhere from time to time and tells you in advance.
On January 29, 2026, for example, Apple announced that VAT in Russia went up from 20% to 22% and proceeds from sales there changed. The same post says prices of auto-renewable subscriptions don't change in any region with such updates.
Any country can be managed by hand, and then taxes and exchange rates there are your job. Changing the base country deletes all scheduled price changes.
How to raise a subscription price
A subscription can have one scheduled future price change at a time per country and billing plan type, and current subscribers can keep the old price. Someone who kept it and then lapsed can come back at it within 60 days. An increase can't be reversed once it takes effect.
Subscriber consent is needed in three cases. The country requires consent for any change. The price rises by more than 50% and by more than about $5 per period on plans shorter than a year, or $50 on annual plans. The subscriber already had a price increase in the last 12 months. Apple asks for consent itself by email, push and in-app message, first 60 days before renewal on annual and 2, 3 and 6 month plans, 27 days on monthly and 7 on weekly. Anyone who doesn't agree loses the subscription at the end of the paid period. In every other case Apple simply notifies subscribers (subscription pricing help).
How to set a price, step by step
- Open Pricing and Availability for the app, or Price Schedule for a purchase, and press Add Pricing.
- Choose the base country, usually the one where you know prices and buyers.
- Pick a price from the 25 common points or open See Additional Prices.
- Review the comparable prices. Apple keeps converting the ones you leave alone.
- Change by hand the prices that don't fit a market, and press Next.
- Review the result and press Confirm.
Appto sets subscription prices by country adjusted for purchasing power with World Bank data, and applies them after your yes (App Store Connect in Appto).
Common mistakes
- Manual prices left unattended. On storefronts you manage yourself Apple doesn't convert the price when taxes or exchange rates change, and proceeds there can quietly drop.
- Changing the base country before a promotion. It deletes every scheduled price change, and you'll have to set them up again.
- Raising the price for every subscriber at once. A big increase needs consent, and those who don't agree leave at the end of the period. You can keep the old price for any number of current subscribers.
Questions
How many price points does the App Store have?
800 by default plus 100 higher ones on request, 900 in total, from $0.29 to $10,000 in the US (App Store Connect Help, checked October 16, 2026).
Can I set my own price in a single country?
Yes, the comparable prices screen lets you change the price for any country. Apple won't convert it afterwards, so taxes and exchange rates there are up to you.
Do subscribers have to agree to a price increase?
Yes if the country requires consent, if the price rises by more than 50% and more than about $5 per period ($50 on annual plans), or if there was already an increase in the last 12 months. Otherwise Apple just notifies them.
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