It's the way Apple handled it
Apple emailed us just before midnight UK time Wednesday, saying prices would change "within the next 36 hours", and that "we will simultaneously update the Pricing Matrix". Ok, so we knew the prices were changing, but not by how much or when. Thanks Apple, really helpful.
When they changed (some time overnight Thursday-Friday), we were left surveying the damage: need to reverse rises, or we'll lose sales (we're a non-profit selling apps for disabled kids). Unlike on Goole Play, we can't set our own prices per-country: Apple only allows us to set the "tier" for each app, applied globally. Prices are based on US$, 1 cent less than tier number, so tier 9 is $8.99. Yesterday that was £5.99 and €7.99, today it's £6.99 and €8.99. To reverse the rises in UK and Europe, we've dropped to tier 8, but now we'll get 11% less for every sale in the US. Thanks again Apple. Too bad for anyone who downloaded while the price was raised.
Apps aren't a globally-tradable commodity like oil, and if Google can handle developers setting and controlling their own prices in each currency, one would have hoped Apple could manage that too.