By Quick answer: How should I price in-app purchases and subscriptions?
- Price per region — India needs its own prices, not converted dollars.
- Use store tools — Apple's 900 price points and base-country equalisation; Play's local prices.
- Tiers and bundles — two or three options with one highlighted.
- Anchor honestly — show the annual saving or the bundle value.
- Test — change one variable at a time and measure revenue per user.
Key takeaways
- Converted US prices are usually too high for Indian users.
- A clear best-value option simplifies the choice — don't overload with plans.
- Consumable packs scale with engagement; bigger packs should give better value per unit.
- Price increases need care: grandfather existing subscribers where possible.
- Revenue per user, not conversion rate alone, tells you whether a price works.
The most common pricing mistake in Indian apps isn't charging too much or too little. It's charging the converted US price — ₹800 for something that's $9.99 in America — to users whose purchasing power is a fraction of that. Top apps price per country, structure their options carefully, and test. Here's how to do the same.
Step 1: set regional prices
Both stores support country-specific pricing:
App Store
Pick a base country; Apple generates comparable prices across its other storefronts and adjusts them for tax and exchange-rate changes. There are up to 900 price points — 800 by default and 100 more on request — and you can override any storefront12.
Google Play
Set local prices per country in Play Console, or start from converted prices and adjust3.
For India, start from what comparable apps charge locally and what your users can afford, not from your US price.
Step 2: build a price ladder
| Product type | Structure | Tip |
|---|---|---|
| Subscription | Monthly and annual; optional weekly | Highlight annual with its saving |
| Consumables (coins, gems, credits) | 3–5 packs | Larger packs give more per rupee |
| Permanent unlocks | One price, or base plus add-ons | Keep it simple |
| Lifetime option | Roughly 2–3 years of subscription | Appeals to subscription-averse users |
Step 3: present prices so value is clear
- Two or three options, not seven — too many choices stall decisions
- Highlight one "best value" or "most popular" option honestly
- Show the saving on annual plans as a monthly equivalent and a percentage
- Use a decoy carefully — an option that makes the best-value plan obvious works because of how people compare alternatives4
- State renewal terms clearly — when and how much will be charged
The psychology here is powerful; use it to clarify, not to trick. See the anchoring effect and decoy effect in the SOA Laws of UX.
Step 4: test safely
- Change one variable — price, plan mix, trial length or paywall copy.
- Run the test on new users only, for long enough to see renewals.
- Measure revenue per user and retention, not just conversion.
- Roll out by region — what works in India may differ from the US.
Price increases
Give notice, explain the added value, and keep existing subscribers on their current price where you can. Both stores have specific rules and consent flows for subscription price increases — follow them to avoid involuntary churn.
Choosing between models first? See subscription vs one-time purchase.
Key terms, defined
Price point — a specific price available in a store. Base country — the storefront from which Apple equalises other prices. Price ladder — a set of options at increasing prices. Consumable — an in-app item used up, such as coins. Decoy — an option that makes another look better. Grandfathering — keeping existing customers on an old price.
Frequently asked questions
How do I set different prices for India?
Both App Store Connect and Google Play Console let you set prices per country or region. On the App Store you choose a base country and Apple generates comparable prices for other storefronts, which you can override; on Google Play you can set local prices manually or use converted prices as a starting point.
How many price points does the App Store offer?
Apple's pricing system offers up to 900 price points — 800 by default and 100 more higher price points on request — with automatic equalisation across storefronts from a base country you choose.
What is a good subscription price in India?
It depends on the category and value, but Indian prices are typically a fraction of US prices. Look at comparable apps' Indian price points, offer monthly and annual options, and test.
Should I offer weekly subscriptions?
Weekly plans can lower the barrier for first payment in some categories, but they can feel expensive over time and increase churn. Test them carefully alongside monthly and annual plans.
How do I price coin or gem packs?
Offer a ladder of packs where larger packs give more value per unit, highlight a popular middle option, and keep the smallest pack cheap enough for a first purchase.
How do I raise prices without upsetting users?
Explain the added value, give notice, and where possible keep existing subscribers on their old price for a period. Both stores have rules and notification flows for subscription price increases.
Sources
- App Store Connect Help — Set a price
- Apple Developer — Preparing for the enhanced global pricing update
- Play Console Help — Set up prices for your app and in-app products
- Huber, Payne & Puto — Adding asymmetrically dominated alternatives (Journal of Consumer Research, 1982)
- Checked October 23, 2026. Figures that change — fees, salaries, prices — are reviewed every six months; if something is out of date, tell us.
Where to go from here
- Subscription vs one-time purchase — choose the model before the price
- Anchoring effect — the psychology behind price presentation
- Making moneyApp monetization strategies that don't annoy users — designed with behavioural scienceMonetize your app without wrecking retention: value-first paywalls, honest trials, rewarded ads, anchoring and decoy pricing done ethically, and what to avoid.
- Original dataApp subscription pricing in India: what the in-app purchase price ranges of 1,366 top Google Play apps revealApp subscription and in-app purchase pricing in India from 1,366 top Google Play apps: entry prices, top-tier prices, common price points and category ranges.
- Making moneyHow to earn money from an app: a realistic guide for Indian buildersHow to earn money from an app realistically: pick a model that fits your users, set up payments, price for India and abroad, and grow revenue per user.
- Making moneySubscription vs one-time purchase: which makes more money for your app?Subscription vs one-time purchase for apps: lifetime value maths, when each wins, hybrid models, store fees and what Indian users prefer.
- Making moneyHow do free apps make money? The 9 business models, explainedHow free apps make money: ads, subscriptions, in-app purchases, freemium, commissions, sponsorships, B2B, payments and data — with real examples.
- Making moneyApp earnings per download: what an app with 1 lakh downloads really earnsWhat 1 lakh downloads really earns: worked examples for ad-supported, subscription and game apps in India, and why active users matter more than installs.
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