Flexible Pricing Management with ASO.dev's Pricing Editor

In the highly competitive world of mobile applications, accurate and flexible pricing is a critical component

ASO.dev’s price editing tool, integrated with App Store Connect, offers advanced capabilities for setting optimal prices for apps subscriptions.

All price changes are shown in percentage terms, providing a clear view of the impact of the changes made.

Getting Started

The Pricing feature is available as part of Editor: Subscription.
To access it:

• Open Subscription
• Select the subscription you want to modify
• Click the dollar sign icon on the subscription card

If you’ve just created a new subscription, you need to calculate default prices for all countries by clicking the “Calculate” button.

To modify prices, click the “Edit” button at the top of the screen.
This provides two options:

• Recalculate Prices
• Reschedule Price Changes

Recalculate Prices

ASO.dev offers the several methods for adjust prices:

• Apple (default)
• Big Mac Index
• Spotify
• Netflix
• Fixed Amount Proceed (with or without VAT)
• PPP (Purchasing Power Parity) (with or without VAT)
• Custom multiplier
• Imported prices from Excel

Apple

Uses the standard App Store price points set by Apple (Price Point).

When this mode is enabled, ASO.dev takes the price from your selected value and displays it for each country exactly according to Apple’s official price distribution.

When to use: if you want to operate with “pure” Apple tiers and do not want to introduce any additional adjustments.

Big Mac Index

The local price of a Big Mac burger in each country is compared to the price in the US or your selected country to assess the “real” purchasing power of the currency.

ASO.dev calculates the coefficient:

Big Mac coefficient = (Local Big Mac price in local currency / Official exchange rate to USD) / (Big Mac price in the selected country)

The base USD price is then multiplied by this coefficient to obtain the adjusted local price.

When to use: if you want to align your app’s price with the actual purchasing power of residents in different countries.

Use Purchasing Power Parity (PPP) for a more comprehensive approach to purchasing power, as the Big Mac Index is based on a single product.

Spotify

The reference point is the price of Spotify Premium (usually the “Individual Plan”) in each country.

ASO.dev compares how much a user is willing to pay for audio streaming and uses this as a basis to adjust your app’s price.
The base USD price is then multiplied by this coefficient to obtain the adjusted local price.

When to use: to roughly align your price with users’ habits of paying for digital subscriptions.

Netflix

Similar to Spotify, but uses the price of the basic (or standard) Netflix plan in each country as a reference.

This allows you to assess how much local users pay for video content and adjust your app’s price based on their “willingness to pay” for subscriptions.
The formula is the same as for Spotify, but Netflix data is used.

When to use: if your target audience is similar to Netflix users and you want to align your pricing with typical spending on video subscriptions.

Purchasing Power Parity

Unlike the “Big Mac” approach, PPP applies to the entire “basket of goods and services,” not just a single burger.

ASO.dev uses the Purchasing Power Parity (PPP) index from official sources (how many units of local currency are needed to buy goods worth $100 at US prices).
The USD price is then multiplied by the PPP coefficient to obtain the adjusted local price.

You can choose with VAT (using retail PPP data) or without VAT (wholesale/net).

When to use: if you want to more accurately reflect the overall price level in a country’s economy, not just the “Big Mac” approach.

Fixed Payout Amount

Allows you to set a strict (fixed) amount that you want to receive or pay to partners in each country, regardless of exchange rates and indices.

Options:

• Including VAT — you specify the final amount for the user, including tax.
• Excluding VAT — you specify the “net” amount, and ASO.dev will add VAT on top (and show the user the final price).

When to use: if you want your revenue to be exactly the same in all countries (or in a specific list of countries).

Multiplier

ASO.dev will multiply the current price by this multiplier.

The multiplier can be the same for all markets or different for filtered data, for example, for a specific country tier.

When to use: if you don’t want to rely on external indices and just want to adjust prices (e.g., reduce the price by 20%).

Imported Price List from Excel

You can export current prices to Excel, make changes, and import them back into ASO.dev.

When uploading (importing), ASO.dev automatically recognizes all these fields and updates prices according to your data.

When to use: if you have already exported your prices to Excel and want to quickly apply them to a new subscription with a multiplier, for example, multiplying the monthly subscription by 10.

Price Points

A key feature is automatic default pricing to the nearest price point. The system selects the most suitable price from the available options.

Additionally, you can select:

• The nearest charming price.
• The nearest rounded price.

Charming price is a marketing term that refers to prices ending in specific numbers (e.g., .99) that are psychologically perceived by customers as more attractive.

Rounded price is a price that ends in a whole number, which enhances readability and memorability, contributing to sales growth. Often associated with premium products.

The maximum allowable difference when setting prices is 5%.
If there is no suitable price, the closest one from the available options in the App Store will be used.

Apply Changes

You can choose to apply price increases to existing subscribers or maintain their current pricing to ensure retention and customer satisfaction.

You can apply recalculated pricing updates:

• To all countries
• To specific filtered data (e.g., by Country tier)

Reschedule Price Changes

You can schedule price changes for a specific date.

By default, price changes take effect one week after recalculation.

Price Point Editor

If you need to adjust pricing for a single country, you can manually update prices by double-clicking on the price row.

Price points are color-coded to help you quickly identify the type of price:

• In a blue container - rounded values (.00) or psychologically appealing prices (.99).
• In a blue border - rounded (.10, .50) or marketing options (.19, .49).
• In a gray border - available price points.
• In a gray filled container - the current selected price.

Next to the price is the percentage change compared to the current price.

Exporting and Importing Prices

ASO.dev offers the ability to export and import subscription pricing:

• Download pricing data in Excel format\
• Make changes as needed
• Apply the updated data to the current subscription or use it as a template for another one
• To do this, re-import the edited file into ASO.dev (either by clicking the import icon or dragging the file into the editor window)
• After importing, a dialog will appear to recalculate prices based on the uploaded template
• Apply changes to the same or a different subscription as a new template

For example, you can export prices for a monthly subscription, adjust them in Excel for multiple countries, and then import the file to apply it as a template for a yearly subscription - simply set a base price, e.g., 10 times higher than the monthly rate.