Google Play and App Store fees explained for indie developers
What Google Play and the App Store charge developers: account fees, commission on sales and subscriptions, reduced rates for small developers, and taxes.
· 4 min de leitura
Short answer: Google Play charges a one-time $25 registration fee; Apple's Developer Program costs $99 per year. On digital sales inside apps, both stores take a commission. The standard rate has long been 30%, with a 15% rate for many small developers (Apple's App Store Small Business Program for developers earning up to $1 million a year; Google Play's reduced rate on the first $1 million of earnings each year) and for many subscriptions. Rules differ by country and change over time, so treat these numbers as a starting point and confirm them in Play Console and App Store Connect.
What does it cost to publish at all?
- Google Play: a one-time registration fee for a developer account (historically $25). New personal accounts also need identity verification and, for accounts created after November 2023, a closed test before production. See how to get 12 testers for closed testing.
- App Store: the Apple Developer Program membership, $99 per year (fee waivers exist for some nonprofits, educational institutions and government entities). Your apps leave the store if the membership lapses.
Free apps without in-app sales pay nothing beyond these account costs.
What commission do the stores take?
On paid apps, in-app purchases and subscriptions that use store billing:
| Standard rate | Reduced rate (commonly) | |
|---|---|---|
| Apple App Store | 30% | 15% for members of the App Store Small Business Program (up to $1M in proceeds per year), and for subscriptions after the first year of paid service |
| Google Play | 30% on earnings above $1M per year | 15% on the first $1M of earnings each year; subscriptions are generally 15% |
Important details:
- You must enroll in Apple's Small Business Program; it isn't automatic.
- Some regions have different rules (for example the EU under the Digital Markets Act, South Korea, and the US after recent court decisions), including alternative billing or payment links with their own fees. These rules have changed several times, so check the current terms for each country you sell in.
- Physical goods and services (rides, deliveries, real-world products) generally don't go through store billing or commission.
- Ads revenue isn't taken by the stores; your ad network has its own share.
What about taxes?
- In many countries the stores collect and pay sales tax or VAT on your behalf, and your proceeds are calculated after tax.
- You still need to handle income tax on your earnings where you live, and you'll provide tax information (such as tax forms) in each console.
- Payouts can be affected by withholding tax depending on your country and tax treaties.
This is general information, not tax or financial advice. Talk to an accountant in your country.
How do I estimate what I'll actually receive?
A rough way to think about a single sale:
- Start with the price the user pays.
- Remove sales tax/VAT if it's included in the price in that country.
- Remove the store commission (15% or 30% depending on your program and product type).
- What's left are your proceeds, before your own income tax.
Both consoles show proceeds per sale and per country, which is more accurate than any calculation you do by hand.
How do fees affect my pricing?
- Make sure your price covers per-user costs (servers, AI, content) after commission.
- Prefer subscriptions if your costs are ongoing; they also often have the lower rate.
- Enroll in small-developer programs as soon as you're eligible.
Read how to price your app and in-app purchases vs subscriptions for more.
Where do I check the current numbers?
- Google Play: the Play Console Help Center pages on service fees and the developer registration fee.
- Apple: the App Store Small Business Program page and the Apple Developer Program membership details.
Check these before you set prices, and again once a year: store fee rules have changed several times in recent years.
Next steps
Enroll in the small-developer programs you qualify for, set prices that still work after fees, and keep tax records from day one. Meanwhile, get your app in front of real people for free: list it on TrueLaunch. Listing is free, and sponsored spots are optional and always labeled.
Frequently asked questions
How much does it cost to put an app on Google Play?
A one-time developer registration fee, historically $25. Free apps pay nothing else; sales through Google Play billing carry a service fee, commonly 15% on the first $1 million of earnings each year.
How much does Apple take from app sales?
The standard commission is 30%, and 15% for developers in the App Store Small Business Program and for many subscriptions after the first year. Some countries have different rules, so check App Store Connect.
Do I pay store fees on ad revenue?
No, the stores don't take a commission on ad revenue. Your ad network keeps its own share before paying you.
Is this tax advice?
No. The stores collect sales tax or VAT in many countries, but your income tax depends on where you live. Ask an accountant in your country.