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Apple raises price of 69p apps

Cheapest paid games now cost 79p in the UK.

Apple has raised the UK price for the cheapest paid apps available on iOS devices.

As of this morning, apps previously priced at 69p now cost 10 pence more.

Apple released a statement last night that warned of the imminent change, which it said was to bring prices in line with VAT and exchange rates.

"Prices on the App Store will increase for all territories in the European Union as well as in Canada and Norway, decrease in Iceland, and change in Russia," the company explained.

"These changes are being made to account for adjustments in value-added tax (VAT) rates and foreign exchange rates."

A recent EU policy has required Apple to deduct VAT based on the location of its customers, rather than the company itself.

Apple runs its EU operation out of Luxembourg where tax rates are relatively low, leading to a increase in price for UK users.

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Tom Phillips avatar

Tom Phillips


Tom is Eurogamer's Editor-in-chief. He writes lots of news, some of the puns and makes sure we put the accent on Pokémon.

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