You set one price, in one country, and the store writes the rest of the world's.

Who decides what someone in Brazil pays for your app?

You do, once, and then Apple does the arithmetic. In App Store Connect the path is Apps, your app, then Pricing and Availability in the sidebar under Monetization. In the Price Schedule section, click Add Pricing. Apple asks for a base country or region first, then a price for it. The menu opens with 25 price points that follow the most common pricing convention for that country or region, and See Additional Prices at the end of the list opens the rest. There are up to 800 price points by default, and you can request another 100 higher ones, up to $10,000.

Choose the base price and the next screen is the one that matters: a screen of comparable prices for all other storefronts, already filled in. Apple generates them from your base across the other 174 storefronts and 43 currencies. The generated numbers account for foreign exchange rates and certain taxes, and follow the most common pricing convention for each country or region, which is why they arrive as recognisable retail prices rather than exact conversions. Change nothing on that screen and you have accepted them. The instruction on Apple's own page is that plain: if you would like Apple to adjust prices for you, do not make any changes to this pricing.

Two prerequisites sit in front of all of it. Your membership Account Holder has to accept the Paid Apps Agreement in App Store Connect, and until that is done you can only offer your app for free. And pricing has to be set before you submit the app for review, so this is not a screen you can leave for later, even though most currency questions arrive long after launch. Setting the price itself needs the Account Holder, an Admin or an App Manager, so a Marketing user cannot do it for you.

App Store Connect Help, set a price, read 16 October 2026

Does the price move on its own when the exchange rate does?

On the App Store, yes, in the storefronts you left alone. Apple periodically updates prices in certain regions based on changes in taxes and foreign exchange rates, and it does that using publicly available exchange rate information from financial data providers. Two promises come with it. Apple will never change the price in your base country or region, and it will always notify you in advance of changes on other storefronts. The number you chose stays the number you chose. The generated ones can move, with warning.

Subscriptions are the exception, and it is a large one if you sell one. Apple states that it will not make price adjustments on your auto-renewable subscription products, and that retail price changes it starts because of tax changes and significant foreign exchange rate movements exclude auto-renewable subscriptions. Where a value added tax rate changes, your proceeds and Apple's commission are calculated after the tax is deducted, so your proceeds move even though the customer price does not. Passing that on is your decision and your edit, on every storefront you care about.

Opt out of the arithmetic and the arithmetic stops. If you select your own prices on the comparable prices screen, Apple will not adjust your pricing on those storefronts in future. Its help page is blunt about what follows: you will be responsible for staying up to date with taxes and exchange rates in the storefronts you manually manage. That is a fair trade for one or two markets whose retail prices you can sanity check, and a bad one for forty countries you have never sold in.

None of this covers money you take outside store billing. Goods and services that are consumed outside the app do not go through in-app purchase at all, so their prices never reach either price schedule. There the currency question belongs to your payment processor, which decides which currencies it presents and settles in, and that conversation starts with adding payments rather than with a price point.

App Store Connect Help, automatic price adjustments, read 16 October 2026

How does Google Play turn one default price into local prices?

With today's rate, and only when you ask. Play Console keeps app pricing under Products, on the App pricing page. Your default price is used to generate local prices for your app in other countries, and the Local prices section states the rule in one line: local prices use today's exchange rate and country-specific pricing patterns. Today means the day you set the price. Play uses the exchange rate valid on that date, adds tax in select countries, and adjusts the result to local pricing patterns.

To bring a stale set of local prices up to date, click Update exchange rates at the top right of the Local prices section, then Apply prices. To overrule one country, click the pencil icon in the Price column for that row, type the price, and click Apply prices. One-time products take a slightly different route: Set pricing, choose the countries, enter a figure in Set price for selected countries and regions, click Update, then Save changes. Subscriptions have their own bulk screen, where you enter one tax-exclusive price and one currency, and Play converts it into the appropriate currency for each country or region, adds tax where it is required, and adjusts for local customs.

Three Play details catch people out. The currency used in each country is set and cannot be changed, so you do not get to sell in euros in a country Play prices in zloty. Where Google Play does not support the local currency, a price in USD or EUR is generated instead. And for subscriptions you can let Play follow its own expansion: choose the new countries and regions option, and when Google adds support for a new buyer currency in a country where you already distribute, your base plan is made available there automatically. Changes can take a few hours to show on Google Play, so a price you fix at nine in the morning is not a price you can screenshot at five past.

Google Play Console Help, set up your app's prices, read 16 October 2026

What goes wrong when you price every storefront by hand?

Nothing, for a quarter or so. Then the rate moves. A hand-set price is a snapshot, and both stores treat it as one. Apple will not touch it again, by its own statement. Play keeps the exchange rate from the day you applied it until you press the button. Neither store emails you when a price you typed has drifted a long way from the price the generator would produce today, because from the store's side nothing is wrong. You asked for that number.

The tool that used to make this manageable on Play is gone. Pricing templates let one update push the latest prices to every linked item, up to 1,000 of them per template. Since 27 October 2025 you can no longer manage prices across products with templates. Existing templates were unlinked and their prices applied to the individual products, and every price change now happens per product, in Play Console or through the onetimeproducts API. A long country list is now a script or a recurring reminder, not a single edit.

The symptom is quiet too. Pricing drift throws nothing. It shows up as revenue per storefront that stopped tracking installs, or a country that quietly became cheap, months after the decision that caused it. This is not the sort of fault you find by debugging a crash, because there is no report with a currency in it. Put a date in the calendar, read the generated prices next to your own, and keep the list of storefronts you manage by hand short enough to read in one sitting.

One more thing to get right while you are in there. Read the price your paywall shows from the store at runtime, not from a constant in your code. A screen that prints a dollar figure to somebody the store is charging in zloty is a mismatch between your app and your listing, and mismatches between those two are a familiar line in rejection rates. The store already knows the local figure and will hand it to you formatted. Let it say it.