What happens when you change prices on the App Store and Google Play
Each store treats a price change differently, most of all for subscribers you already have.
This guide is for app teams planning a price change. Every rule links to Apple's or Google's own documentation.
It describes store rules, not consumer law or tax. We last checked every rule on 17 Sep 2026.
What happens to existing subscribers?
App Store
Whether you raise or cut
- A subscriber who actively renews or buys again pays the new price straight away. Source (Apple Developer, opens in a new tab)
When you raise a price
- Even a small increase in Austria, Germany, Poland or South Korea needs every subscriber's consent. Source (Apple Developer, opens in a new tab)
- Apple asks for consent when an increase is over 50% and above a set amount. Source (Apple Developer, opens in a new tab)
- Apple sets the consent amount per storefront and publishes the full table. Source (Apple Developer, opens in a new tab)
- A subscriber whose price for this subscription rose in the past 12 months must consent again. Source (Apple Developer, opens in a new tab)
- Apple decides who needs to consent at each renewal, not when you schedule the change. Source (Apple Developer, opens in a new tab)
- When consent is needed, Apple asks roughly every week. Without it, the subscription expires after its last cycle at the old price. Source (Apple Developer, opens in a new tab)
- Where no consent rule applies, Apple notifies subscribers of the increase and doesn't ask for consent. Source (Apple Developer, opens in a new tab)
- You can keep existing subscribers on their current price and charge only new subscribers more. Source (Apple Developer, opens in a new tab)
When you cut a price
- Existing subscribers renew at the lower price automatically, with no message from Apple. You can't keep them on the higher one. Source (Apple Developer, opens in a new tab)
Google Play
Whether you raise or cut
- Existing subscribers keep their current price by default. Google Play places them in a legacy price cohort. Source (Android Developers, opens in a new tab)
- Moving existing subscribers to the new price is a separate step. You can do it region by region. Source (Android Developers, opens in a new tab)
- Changes to an offer's price phases don't reach existing subscribers. Source (Android Developers, opens in a new tab)
- Installment subscribers only move to a new price at the end of their commitment period. Source (Android Developers, opens in a new tab)
When you raise a price
- Increases for existing subscribers are opt-in by default. Google Play cancels anyone who hasn't accepted by renewal. Source (Android Developers, opens in a new tab)
- Opt-out increases aren't available in Austria, Germany, India, Poland, Romania, South Korea or Vietnam. There, any increase for existing subscribers is opt-in. Source (Play Console Help, opens in a new tab)
- Where opt-out is available, subscribers pay the new price unless they cancel or switch plans. Source (Android Developers, opens in a new tab)
- Where opt-out is available, each subscription plan gets one opt-out increase per region every 365 days. Source (Play Console Help, opens in a new tab)
- An opt-out increase can't exceed the greater of two caps. They're 50% of the subscriber's current price, or 17 US cents a day. Source (Play Console Help, opens in a new tab)
- If an opt-out increase breaks the region, frequency or size rules, it runs as opt-in instead. Source (Google Play Developer API, opens in a new tab)
- Your first opt-out increase for each app has to start in Play Console. Source (Google Play Developer API, opens in a new tab)
When you cut a price
- If you move existing subscribers to a lower price, Google Play emails them. They pay less from their next renewal. Source (Android Developers, opens in a new tab)
Can you undo it?
App Store
Whether you raise or cut
- You can delete a scheduled change before it starts. An upcoming tax or exchange-rate adjustment can sometimes block that. Source (Apple Developer, opens in a new tab)
When you raise a price
- Once an increase takes effect, you can't reverse it. Source (Apple Developer, opens in a new tab)
- You can later move subscribers you kept on an old price to the current price. Apple says that step can't be reversed. Source (Apple Developer, opens in a new tab)
When you cut a price
- Once a decrease takes effect, you can't reverse it. You can schedule an increase later. Source (Apple Developer, opens in a new tab)
One-time purchases
- Changing your base country or region deletes every scheduled price change. Source (Apple Developer, opens in a new tab)
Google Play
When you raise a price
- Revert an opt-in increase within seven days and usually no subscriber is notified. Source (Android Developers, opens in a new tab)
- Undoing an increase on Google Play takes two steps. Reset the base plan price, then start a decrease on Play Console's legacy price points page. Source (Android Developers, opens in a new tab)
- Google Play lets you revert an accidental opt-out increase. Subscribers who already paid the higher price aren't covered. Some may already have seen the notice email. Source (Android Developers, opens in a new tab)
When you cut a price
- Undo a decrease inside the 30- or 60-day window before renewal and it becomes an increase. Subscribers pay the lower price at least once first. An opt-out undo counts toward the yearly opt-out limit. Source (Android Developers, opens in a new tab)
When does it take effect?
App Store
Whether you raise or cut
- You can schedule one future change per storefront and billing plan. A second one overwrites the first. Source (Apple Developer, opens in a new tab)
- The earliest start date is generally one to two days away. The switchover time varies by region. Source (Apple Developer, opens in a new tab)
When you raise a price
- Apple's documented first consent request goes 60 days before renewal on plans over a month. For monthly plans it goes 27 days before, and for weekly plans 7 days before. Source (Apple Developer, opens in a new tab)
- With no consent needed, Apple notifies subscribers 27 or 7 days before renewal. Source (Apple Developer, opens in a new tab)
- Renewals inside Apple's minimum notice period stay at the old price for one more cycle. That period is 7 days for weekly plans, 27 for monthly and 30 for longer plans. Source (Apple Developer, opens in a new tab)
- Weekly plans renew at the higher price from the fourth consecutive renewal. Source (Apple Developer, opens in a new tab)
- Trial and offer subscribers renew at least once more at the regular price they joined at. Source (Apple Developer, opens in a new tab)
One-time purchases
- A change whose start date has already passed in a region takes effect at once. It can take up to 24 hours to show. Source (Apple Developer, opens in a new tab)
- You can update one-time purchase prices at any time in App Store Connect. Source (Apple Developer, opens in a new tab)
Google Play
Whether you raise or cut
- New purchases get the new price within a few hours. Source (Android Developers, opens in a new tab)
- Google Play can authorize payment up to 48 hours before renewal. In India and Brazil it's up to 5 days. A change made inside that window can miss some subscribers' next renewal. Source (Android Developers, opens in a new tab)
- Starting a second move cancels the one in progress. The notice period starts over. Source (Android Developers, opens in a new tab)
- Price changes can take a few hours to show on Google Play. Source (Play Console Help, opens in a new tab)
When you raise a price
- An opt-in increase reaches existing subscribers no sooner than 37 days after you start it. Source (Android Developers, opens in a new tab)
- Opt-out notice runs 30 days in most supported regions. South Africa and Zimbabwe get 60 days. Source (Play Console Help, opens in a new tab)