Before
"I'll make it free and figure out money later"
Better
Free with a $4.99/mo pro tier. At 5,000 downloads/month and 3% conversion: $748/month.
App pricing strategy
Price your app right — from free to premium.
Calculate the right price for your iOS or Android app. Compare freemium, one-time purchase, subscription, and usage-based models. Get revenue estimates based on your target downloads and conversion rates.
What developers usually complain about
"I finished my app but have no idea what to charge. Free feels wrong. $9.99 feels too high."
Your competitor charges $4.99/month. Should you match, undercut, or go premium?
You have users but no revenue — the freemium model isn't converting.
Apple takes 30% and you don't know how to factor that into your pricing.
How to fix it before launch
- 1Select your monetization model: freemium, subscription, one-time, or usage-based.
- 2Enter your target downloads per month and expected conversion rate.
- 3Review the revenue estimate and compare against your app category benchmarks.
- 4Factor in Apple/Google's 15-30% commission and your operating costs.
- 5Set the price and plan to revisit after 90 days of data.
Before and after examples
Before
"$0.99 like everyone else"
Better
At $0.99 one-time with 5,000 downloads/month: $3,465/month. Same downloads, $6.99 one-time: $24,465/month. Price communicates value.
FAQ
Freemium, subscription, or one-time purchase?
Subscription ($4.99-9.99/month) works best for apps that provide ongoing value (productivity, health, learning). One-time purchase ($6.99-14.99) works for utility apps with a clear single use case. Freemium works when you have a large user base and can convert 2-5% to paid. Avoid $0.99 — it signals low value and barely covers Apple's commission.
How much does Apple/Google take?
Standard rate: 30% for apps earning over $1M/year. Small Business Program: 15% for apps under $1M. Google Play: 15% on the first $1M, then 30%. Factor this into your pricing — a $4.99 subscription nets you ~$4.24 after the 15% commission.
Can I change my app's price later?
Yes. You can change prices at any time in App Store Connect and Google Play Console. Existing subscribers keep their price (unless you raise it — they must consent). One-time purchase price changes only affect new buyers.
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