Localized pricing for mobile apps, done right
Set per-country prices for your iOS and Google Play apps using purchasing power parity. One screen for both stores. One push for 190+ countries.
Stop confusing currency conversion with localized pricing. See the difference for your own SKUs in minutes, not days.
7-day free trial. 1 app, 25 SKUs, both stores. No credit card required.
What localized pricing actually means
Most developers I talk to use “localized pricing” to mean two completely different things, and the confusion costs them real revenue.
Currency conversion
Set $19.99 in App Store Connect or Google Play, accept the default, and the stores do currency conversion. They take your USD anchor, apply an exchange rate, then nudge it to a “nice” number. The result is the same dollar value in a different denomination. That's foreign exchange, not pricing.
Localized pricing
Localized pricing means the price a user sees feels like a similar amount of money relative to what they earn. The dollar value isn't held constant. The user's purchasing power is. That requires real PPP data, not exchange rates.
Here's the canonical example I use, $19.99 USD as the anchor:
In every one of those four countries, the store-converted price is technically correct as currency math and functionally wrong as a price. Argentina is the cleanest illustration. Apple keeps that storefront in USD because of currency volatility, so there is no “conversion” happening at all. A US dollar in Buenos Aires is doing very different work than a US dollar in San Francisco, and your $19.99 is just sitting there, untouched, in both.
Currency conversion holds your dollar value constant. Localized pricing holds the user's purchasing power constant.
That distinction is the whole game.
Why localized pricing matters for app revenue
When I priced my apps in flat USD, my conversion rate in lower-income markets was a rounding error. When I switched to PPP-adjusted prices, install volume in those markets started looking healthy and per-country revenue moved from “negligible” to “actually contributing.”
I'm a sample of one, so I lean on the broader signal. The Subscription State of Subscription Apps report from RevenueCat consistently shows that conversion to paid varies wildly by country, and that subscription apps in particular are sensitive to local affordability. Indie founders publishing build-in-public numbers on IndieHackers and on X have shown localized pricing turning marginal markets into revenue contributors after years of being effectively dead. The directional pattern is the same across most public case studies I've seen: when local price aligns with local purchasing power, both install volume and per-country revenue move up. The exact lift depends heavily on category, price elasticity, and how aggressively you discount.
$19.99 is roughly the cost of a fast-food meal. Tap, eat, forget. Subscription buys at this price feel routine.
The same $19.99 competes with a sit-down dinner at a nice restaurant. People pick the dinner. Localized pricing is what gets you back to “cost of a coffee.”
Two honest caveats
Install volume going up does not always mean total revenue goes up. If you cut Brazilian prices by 50% and conversion only doubles, you broke even on that market. The math has to work for your category. And free apps are a different problem: if you make money on ads, you're optimizing for engagement, not local price. PPP only matters if your business runs on IAPs or subscriptions.
How localized pricing works on App Store and Google Play
Here's where it gets messy, and where the spreadsheet trap kicks in.
App Store Connect
Uses a price tier system. You don't set arbitrary prices. You pick a tier, and Apple maps it to a specific price in each of its 175 storefronts. Some storefronts share currencies, some are country-specific, and Apple keeps a few high-volatility markets (like Argentina) in USD on purpose. Setting per-country prices means choosing the right tier per storefront, watching for ladder gaps, and respecting Apple's price point ladder, which doesn't always have a tier exactly where you want one.
Google Play Console
Structurally simpler. No tiers. You set a country-specific price directly in local currency for each market, for each SKU, for each app. The simplicity is a trap, because there are no guardrails. You can set a Brazilian price that's accidentally 10x what you meant, and Play will accept it. There are also Play-specific quirks like minimum prices in some currencies, sub-unit rounding rules, and the recently shifting story around price templates.
Take a typical indie subscription app: 1 base price plus a couple of tiers, maybe 5 SKUs total. 1 app × 5 SKUs × 175 storefronts × 2 stores = 1,750 cells. Per refresh. Every time you add a SKU, change your base price, or rotate a promotion, you redo the entire grid.
Most pricing tools handle Apple beautifully and treat Android as somebody else's problem. If you ship cross-platform, that's not a tool, it's half a tool. Most of your Android users do not live in San Francisco.
A Brazilian user opening your iOS app and your Android app should see prices that feel local in both. PricePush treats both stores as one push. That's the core thing.
Connect one app, see the FX vs PPP grid for 190+ countries before you push anything.
PPP indices: which one to use
Once you accept that localized pricing means PPP-adjusted pricing, the next question is which dataset to base it on. Different sources give different answers, and the differences are not trivial.
World Bank PPP
The academic default. Broad consumer price surveys across hundreds of countries, updated annually. Conservative, well-documented, rarely surprising. PricePush defaults to this.
IMF PPP
Similar to World Bank, slightly different methodology. Mostly converges on the same answer for big markets, diverges on small ones. Useful as a cross-check.
OECD PPP
Fewer countries, mostly developed markets, but updated more frequently. Generally considered the highest-quality dataset for the countries it covers.
Big Mac Index
The Economist's lighthearted cousin of PPP. One product as the basket. Directionally fine, decent media recognition, updates more often than World Bank.
Netflix & Spotify Index
A single subscription product as the comparator. For consumer subscriptions, comparing to other global subscription products can be more relevant than a basket of goods.
Numbeo
Crowdsourced cost-of-living data. Higher coverage on metropolitan areas, less academic rigor than World Bank.
GDP-adjusted & Economic Complexity Index
Macro proxies, sometimes useful for B2B apps targeting business buyers rather than consumers.
Default to World Bank if you want one number that's defensible. Use Netflix or Spotify Index if your app is a consumer subscription competing for the same wallet. Compare two indices if a single one looks weird in a specific market. Don't blend more than 2 or 3, the result becomes uninterpretable.
PricePush exposes World Bank PPP today. Big Mac, Netflix, and Spotify indices are on the near-term roadmap so you can pick the lens that matches your product.
Localized pricing in PricePush (one-tap)
Connect your App Store and Google Play accounts once. Pick a base price, a PPP index, and a rounding rule. PricePush previews the localized grid for 190+ countries on both stores and pushes it in one click.
No CSVs, no copy-paste between two consoles, no manual price-point ladder mapping. The same flow that takes a week by hand takes a couple of minutes here.
Pricing
Simple, transparent pricing
Monthly or yearly. Cancel anytime.
Starter
Perfect if you just want to try it on one app
Free
- 1 app
- 10 price pushes total
- Up to 25 SKUs
- All countries
- Both stores (App Store & Google Play)
- Default pricing strategy included
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7-day free trial • No credit card required
Indie
Perfect for small app portfolios
$9
$6.75
/mo
Billed yearly at $81
Save 25%- Up to 5 apps
- Unlimited price pushes
- Unlimited SKUs
- All countries
- Both stores (App Store & Google Play)
- 1 Custom Pricing Strategy Preset
Pro
For growing app businesses
$19
$14.25
/mo
Billed yearly at $171
Save 25%- Up to 20 apps
- Unlimited price pushes
- Unlimited SKUs
- All countries
- Both stores (App Store & Google Play)
- Unlimited Pricing Strategy Presets
- Price change history
- Price restore
- Custom rounding patterns
- Priority support
Unlike competitors that charge per store account, one plan covers all your connected store accounts, no per-store or per-account fees.
Need more than 20 apps? Contact us for a custom plan.
Common questions
Quick answers to the questions developers ask before connecting their store.
Localized pricing means setting per-country prices for your app's IAPs and subscriptions based on what users in that country can actually afford, usually using purchasing power parity (PPP) data. It's different from currency conversion, which just translates your USD price into local currency at the exchange rate.
No. Currency conversion holds your dollar value constant. A $19.99 sub becomes ₹1,899 in India because that's what $19.99 is worth in INR. Localized pricing holds the user's purchasing power constant. The same $19.99 sub becomes ₹659 in India because that's the price that feels equivalent to what $19.99 feels like in the US.
No. App Store Connect does currency conversion (and tier-mapping to nearby supported price points). It does not adjust for local purchasing power. The same is true for Google Play. If you set $9.99 as your base and accept defaults, you're doing FX, not localized pricing.
For most subscription and IAP apps, World Bank PPP is a sensible default. If your app is a consumer subscription (entertainment, productivity, fitness), the Netflix or Spotify Index can be a closer match. For B2B apps targeting business buyers, GDP-adjusted pricing is often more appropriate than consumer-PPP. When in doubt, start with World Bank and adjust per market based on what you see in conversion data.
For most apps, every 6 to 12 months covers normal currency drift and PPP updates. Update sooner if there's a major macro event (large devaluation, high-inflation episode in a specific market) or if you change your base USD price. Apple has also been making periodic platform-wide pricing changes (the 2026 tax-and-pricing updates being the latest), and those are worth a refresh whenever they ship.
Yes. After you set a base price and click Localize, PricePush shows a full grid with every country, the current live price, the new calculated price, and the diff. Countries are color-coded by increase, decrease, or unchanged, and you can override any country individually before pushing. You always see what's about to ship.
Yes. You can try PricePush free for 7 days, no credit card. The Starter trial covers 1 app on both stores with all 190+ countries and a limited number of price pushes and SKUs. After the trial, upgrade to Indie or Pro to keep going. You can cancel any time.
You can treat it as a one-time tool, but pricing is almost never truly set-and-forget. Currencies and PPP shift, Apple and Google change tiers and tax rules, paywalls evolve, you add SKUs and apps. PricePush is built for that ongoing reality: open the app, review the grid, push the new prices in minutes instead of dreading each update. Pro users also get Price Change History to track every update. Plans are monthly and you can cancel anytime. Read more on why pricing is a maintenance habit.
Yes, as part of the founding offer. You pay once and get access to all features in your chosen tier (Indie or Pro) for the lifetime of the product, no recurring subscription. Lifetime plans are limited to early customers and may be discontinued for new sign-ups in the future. Existing lifetime customers keep their access.
Yes. This is the core thing PricePush was built for. Both App Store Connect and Google Play Console, from one screen, in one push. Most other tools in this space are App Store only, which means if you ship cross-platform you still have to do Android by hand. PricePush handles both.
Try PricePush free
If you ship apps to more than one country and you're not sure whether your prices are localized or just currency-converted, you can find out for free.
The Starter plan is free, no credit card. Connect one app, pick a PPP index, see your before-and-after grid for 190+ countries. If it looks wrong, don't push. If it looks right, push it in one click.
