According to a new report from Apptopia, which provides “actionable mobile app insights,” the average price of an in-app purchase (IAP) in the U.S. on the iOS App Store has increased 40% year-over-year (YoY) in the month of July. That compares to 9% on the Google Play store.
The report says the rise on iOS comes much before inflation (not the case for Google Play) hit hard in 2022, indicating publishers may actually be reacting to increased effective cost per install (eCPI) due to Apple’s App Tracking Transparency (ATT) policies making it more expensive to acquire users.
Data from mobile measurement company, Adjust, shows the rise in eCPI correlating with that of IAP prices going up. eCPI is essentially how much it costs to get a new user to install a publisher’s mobile app.
Apple introduced the App Tracking Transparency Framework for third-party apps with its updates iOS 14.5, iPadOS 14.5 and tvOS 14.5 in April 2021. ATT allows you to choose whether an app can track your activity across other companies’ apps and websites for the purposes of advertising or sharing with data brokers. Starting with iOS 14.5, iPadOS 14.5, and tvOS 14.5, apps must ask for permission before tracking your activity across other companies’ apps and websites.
Tracking occurs when information that identifies you or your device collected from an app is linked with information that identifies you or your device collected on apps, websites and other locations owned by third parties for the purposes of targeted advertising or advertising measurement, or when the information collected is shared with data brokers.