TL;DR
Price to the value your app delivers and what similar apps charge, not to a number that feels comfortable. Look at comparable apps, remember Apple and Google take a cut, start with a simple monthly price, and be ready to change it once real users show up.
Hi, I'm David. Price is the single biggest reason an app earns money or earns nothing. Set it too high and people bounce off the paywall; set it too low and you hand away revenue you earned by building something useful. My rule is simple: price to the value your app delivers and what similar apps already charge, then remember the store takes a cut before you ever see a dollar.
Start with what similar apps charge
Do not pull a number out of thin air. Open the App Store and Google Play, search your category, and look at what comparable apps ask. Most small useful apps land somewhere between a few dollars a month and around ten. Note whether they charge monthly, yearly, or a one-time price, and whether they use a free tier with a paywall. Five to ten comparable apps give you a real range instead of a guess.
Price to the value, not your effort
Buyers do not pay for how hard the app was to build; they pay for what it does for them. An app that saves someone real time or money every week can carry a higher price than one that is merely nice to have. Be honest about how much your app actually matters in a user's day, and set the price to match that value rather than the hours you spent with Claude Code.
Price to the outcome you want
Decide up front whether you want fast growth or maximum revenue per user, because the price is different for each. A lower price gets more people through the paywall and builds momentum. A higher price earns more from each subscriber but converts fewer of them. Neither is wrong, but be honest about which one you are running before you set the number.
Set a price, then let real users vote
- Simple, in-demand app: start with a small monthly price like $9 a month and watch how many free users convert.
- Nice-to-have or unproven app: start lower or lean on a free tier while you learn whether people value it.
- Almost nobody subscribing after real installs: your price or your paywall is off, so test a lower price or a clearer offer.
- People subscribing easily with no pushback: you may be underpricing, so test a higher tier on new users.
Real users tell you fast whether your price is right. Conversions and renewals mean you are close; a paywall nobody taps means you are off. Do not marry your first number. RevenueCat and the store consoles let you change price and test offers, so treat the price as a dial you can turn as you learn.
Common questions
Should I price low to get more downloads?
A lower price does convert more free users, but rock-bottom pricing hands away revenue and can signal a throwaway app. Start near what comparable apps charge, often a small monthly price, and adjust from there. Aim for the fair-and-affordable zone rather than the cheapest thing in the category.
Where do I see what similar apps charge?
Open the App Store and Google Play, search your category, and read the pricing on comparable apps. Note whether they charge monthly, yearly, or a one-time price, and whether they use a free tier with a paywall. Five to ten comparable apps give you a real range to price against.
How does the store cut affect my price?
Apple and Google take 30 percent by default, or 15 percent on the small-business program if you earn under a million dollars a year, so you keep 85 percent. A $9 a month subscription nets you closer to $7.65 on that program. Always plan around your real revenue, not the sticker price.
How often should I change my price?
Give a price enough real installs to judge it, then adjust. If almost nobody converts, test a lower price or a clearer paywall. If people subscribe with no pushback, test a higher tier. RevenueCat and the store consoles let you change price and run tests, so treat it as a dial you can turn.
What if a user says my app is too expensive?
A little pushback is normal and does not mean the price is wrong. If almost everyone bounces off the paywall, the price or the value story is off. Point the value clearly at what the app does for them, and consider a lower entry tier rather than dropping your whole price to the floor.
Should every app be priced the same way?
No. Adjust for the value you deliver, your category, and whether the app is a daily tool or a nice-to-have. A high-value app that saves real time can sit at the top of the range, while a simple utility belongs lower. Price each app on its own merits, not off one fixed rule.
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Price every app to sell without leaving money behind
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