Apple is raising the prices of apps in the UK by 25 per cent after recent falls in the value of the pound in the wake of the Brexit vote.
The change means that an app or in-app purchase that previously cost 79p will now sell for 99p.
The move brings the pound to effective parity with the US dollar when it comes to buying apps, with a 99p app in Britain costing 99 cents in America, although the latter does not include VAT.
It follows higher prices for iPhones, iPads and Mac computers introduced in the second half of last year. The price changes for software do not affect the price of songs, films and TV shows in the iTunes Store.
An Apple spokesman said: "Price tiers on the App Store are set internationally on the basis of several factors, including currency exchange rates, business practices, taxes, and the cost of doing business. These factors vary from region to region and over time."
Although the 20p difference may not seem significant, it means that in-app purchases such as the full game of Super Mario Run will rise from £7.99 to £9.99.
Apple, Microsoft and Tesla have all increased the cost of certain products in response to the falling pound. Apple’s new iPhone 7 starts at £599, against £539 for the previous model, while the prices of some laptops were increased by 20 per cent.
Microsoft has raised the price of cloud computing and enterprise software for UK businesses, while Tesla has increased prices by 5pc.
Thoughts? Seems unfair to pass rising costs to the consumer when Apple paid £12.9M ($17M) in UK corporation tax despite making an estimated £2B ($2.6B) profit last year.