AppPriceKit vs. Apple’s automatic price equalization
Apple’s equalization gives every storefront the same price at market exchange rates. AppPriceKit gives every storefront the same price relative to local cost of living. They answer different questions, and AppPriceKit uses Apple’s equalization as its last step.
| Apple equalization | AppPriceKit | |
|---|---|---|
| Local price is based on | Exchange rates and taxes | World Bank price level, then Apple’s equalization |
| $4.99 in India | Roughly $4.99 converted to INR | About $1.19 converted to INR |
| Cost | Built in | Free, open source |
| Setup | None | App Store Connect team API key |
| Changes prices | Only when you change them | Only countries you select and schedule |
When Apple’s default is fine
If most of your revenue comes from the US, Western Europe, Japan and Australia, price levels there are close enough to the US that the default barely changes anything. See the price-level table.
When to override it
If you have meaningful traffic from India, Brazil, Indonesia, Türkiye or other lower-price countries, the default prices you as a premium product there. In India, prices are 23% of US levels, so a $4.99 subscription costs about 4.3× as much in local terms. A lower local price is a common way to raise conversion in those markets, but measure it.
Either way, Apple doesn’t update auto-renewable subscription prices when exchange rates or taxes move. The prices set when you last changed them stay until you change them again, so revisit them now and then. How Apple sets prices in 175 countries.