Most apps price for one country and hope
Set one price in dollars, let the store convert it everywhere else, never look again. That is the default, and it is expensive in exactly the markets where it is hardest to notice.
A subscription that converts well in the United States can be priced far above what a market will bear in Brazil or Türkiye, and far below what it could command in Germany. Neither store tells you which, and the developer console will not either.
Why purchasing-power indexes are the wrong tool
The tempting fix is an economic model: take GDP per capita, derive a multiplier, apply it. That produces a confident number nobody can check, built on an assumption about a country rather than an observation of a market. Two apps in the same country with different audiences get the same answer, which should be the first clue.
What we do instead
We read what the market already charges. Every competitor selling into a storefront has made a pricing decision, and the pattern across them is that market\u2019s convention as practised rather than as theorised. Your position against it is a measurement.
Calm\u2019s annual subscription, converted at that day’s rate, across the eight storefronts we collect daily:
Captured 11 August 2026. Italy is the line worth stopping on: 49.99 euro where Germany, France and Spain are 64.99, the same product in the same currency with no exchange rate involved. That is not a rounding difference. It is a set of deliberate decisions by a company that thought about it, and the question worth asking is whether yours were deliberate too.
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