Towards the end of the price increases?

The apps that offer subscriptions never stop increasing their prices. Netflix has just revised its prices upwards in France. The standard offer with adverts increases to € 7.99 per month, while standard and premium formulas climb respectively at € 14.99 and € 21.99 monthly.

Faced with this wave of increases, Apple reacts by modifying certain rules of the App Store. Changes that will affect both developers and users of several countries in the coming months. What better protect yourself against surprise price increases.

No more automatic renewals after a price increase

You may soon have to give your explicit agreement if an application decides to increase the price of your subscription. A sacred difference with the current system! The measure will be implemented in Austria, Germany or Poland from August 4, 2025.

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Apple will no longer be satisfied with a simple notification. If this happens in France, you will receive weekly reminders By email, push notifications and messages in the application to your response. Without your green light, the subscription will simply stop at the end of the current period. No more unpleasant surprises on your bank statement.

A new tax for the apps in Brazil

In addition to these rules on consent, Apple sets up a different tax measure in Brazil. The Brazilian government has introduced a new 10% tax that applies to foreign developers selling their apps in the country.

This tax, named Cide, therefore reduces the income that the creators of applications are not based in Brazil. To compensate for this new charge, Apple will automatically adjust prices on the Brazilian app Store from June 2.

For example, an application that cost 10 Brazilian reals could see its price increase to maintain the same remuneration for the developer after tax deduction. Similar adjustments are also scheduled in Kazakhstan for local economic reasons. These price changes have nothing to do with the consent system for subscriptions.

In Franceno change for the moment on these two aspects. Apple only requires your agreement if the increase exceeds certain thresholds (more than 50 % of the current price). The question arises: will this reinforced protection end up arriving here? To be continued in the coming months …