A 10-year app, 5.2M installs, run by one person. Then growth stalled. I watched John McEvoy break down Momego on App Masters. Here are 7 lessons I'm keeping, none of them about pricing:

A free calculator hands you a spreadsheet of prices for a few dozen countries. You still type every one into App Store Connect and Google Play by hand. The number was never the hard part, setting it everywhere is. The manual job: pricepush.app/blog/change...

An ASO panel I watched: "translating your content out" is a habit from when most apps were built in English-first markets. Translate-out is the default. Go-regional is the work.

"You're not Microsoft." Best answer in the talk to the fear of price arbitrage (people VPN-hopping to your cheapest country).

An introductory offer is a discount off your base price, set per country. A 50% off in India, where the full price is already ~3x the local purchasing-power price, is still too expensive. Localize the base first. pricepush.app/blog/introd...

Google Play named the 3 ways developers actually pick a localized price (Playtime 2019). Most devs use the worst one. A thread on choosing the number, not just translating the currency.

To localize instead of convert, you set price per territory, up to 175 storefronts, again for every SKU, again when rates move, then again in Google Play. One change becomes hundreds of edits. That is why most apps never do it. pricepush.app/blog/change...

I sell a tool that localizes app prices, so ignore my opinion and look at the data. RevenueCat 2026: an install is worth about 5x more in the US than India or Southeast Asia. One global price can't fit a gap that wide. pricepush.app/blog/does-p...

Just canceled my Netflix subscription, not because I don’t like Netflix, but because I like it a little too much. What’s the most drastic measure you’ve taken lately to stay focused and stop wasting time?

An introductory offer is not one setting. You configure it twice: per store, and per country inside each store. Apple and Google structure it differently. The intro price is per-territory, like the base. pricepush.app/blog/introd...

Your app has a price in 193 countries right now, and you have probably looked at one. The number in Jakarta or Lagos is on no screen you check, so it stays wrong forever. Here is a free tool that puts it on a screen. pricepush.app/price-local...

Localizing prices isn't a discount. It's correcting a price that was always wrong in most of the world. A flat $9.99 isn't $9.99 in India, it's a day's pay. Meeting the local price is how you get paid at all. pricepush.app/blog/does-p...

App Icon tip: avoid text in your app icon. The store icon and the home-screen icon can fall out of sync across languages, and the mismatch reads as broken.

Looking to improve my feed with more mobile app developers and app growth content. If you are building an app or have already published an app, or even help others to grow their apps, let's connect!

Something I have seen quite often recently in top apps is that the monthly-equivalent of your annual plan land around 50% under the monthly price.

Localization detail from an ASO panel that I keep thinking about: Red is a lucky color in China and bad luck in Korea. The number 4 is unlucky in parts of Asia. Same screenshot, opposite reaction, one border apart. "Just translate it" misses all of this.

I talk to app developers almost every day. When I ask what their growth plan is, localization basically never comes up. So I ask them directly, have you ever thought about localizing your prices?

"You can actually make more money from monthly plans." Not the advice I expected from a retention person. Most of us are trained to push annual for the upfront cash.

If your app gets installs but nobody converts, or you're charging the same price in every country, that's usually the first thing I find in an audit. Details and booking on my site: antoniocappiello.com/audits

An introductory offer rule that trips people up: each customer gets one per subscription group. So you cannot win back a churned subscriber with an intro offer. That is a promotional offer, a different tool. pricepush.app/blog/introd...

People are still sleeping on app localization. Why the store should push your app in any specific region if it's not converting there because prices are too high? Don't make the same mistake. Don't leave revenue on the table.

I watched a dev explain why he ignores the price the store auto-fills for other countries. He raised his US price and the store turned a foreign price into 32.99. He shipped 29.99 instead. It converted better. The store does the math. It does not do the rounding that a buyer's brain wants.

One outreach DM ended with an indie dev pulling her app account offline and changing her real name. She wasn't a scammer. She paid a creator for a promo, the creator decided otherwise, and told an audience to come find her. We forget the people on the other side of the screen are real.

One paywall decision, ~5x swing. Hard paywall, where you meet the offer before you get in, converts ~10.7% of installs. Freemium ~2.1%, same window. Not for every app, but too big to ignore. pricepush.app/blog/how-mu...

A wrong price in India or Brazil never shows up on a dashboard labeled pricing. It shows up as lower conversion, lower rank, and higher churn in markets you quietly wrote off as just harder. That is the tax I wrote about: pricepush.app/blog/app-pr...

170+ 🎉🌎 👉 PricePush

Free ASO trick: Your App Store listing is one of the most authoritative pages your app has. It's on Apple's domain, so search engines weight it heavily. Add a Q&A section to the app description. Chatbots love grabbing Q&A. Costs nothing. Just edit the description.

Getting Apple's cut from 30% to 15% is the easiest margin you will ever find. But it only changes how the pie is split, not how big it is. 15% of a price that is wrong for the market is still 15% of too little. pricepush.app/blog/apple-...

A price increase is the best time to fix a hidden mistake. Most apps set one price and let the stores convert it to 190+ countries, so those markets sit too high. Do not just bump the US number, localize in the same pass. pricepush.app/blog/how-to...

Watched a solo founder break down a 3-month pricing test on his app. The setup is worth stealing: - 50/50 split, every country - US/CA/UK prices held fixed (already right) - only secondary markets re-priced to local purchasing power