Apple’s in-app purchase prices increase 40% due to privacy changes

The average price of in-app purchases (IAPs) on the iOS App Store has increased 40 per cent year-over-year (YoY) in July (likely due to privacy changes), while it was mere 9 per cent on Google Play store.

According to data from app intelligence firm Apptopia, with the consumer price index up 8.5 per cent YoY in the US, people are seeing prices rise almost everywhere.

“The rise on iOS comes much before inflation (not the case for Google Play) hit hard in 2022, indicating publishers may actually be reacting to increased effective cost per install (eCPI) due to Apple’s App Tracking Transparency (ATT) policies making it more expensive to acquire users,” said the Apptopia report.