Apple CEO Steve Jobs reiterates commitment to pan-Euro iTunes pricing

“Apple [CEO] Steve Jobs reiterated his commitment to charging the same price for iTunes downloads across Europe as his lawyers defended the company on Wednesday against allegations its prices are not uniform,” Reuters reports.

“‘We think prices should be the same. We think anybody in Europe should buy off any store,’ Jobs told a press conference in Berlin, which he visited in connection with an iPhone deal,” Reuters reports.

“At the same time, Apple officials were defending the company in Brussels,” Reuters reports.

Full article here.


  1. Clearly the pound and the Euro are different currencies, and the British are not about to give up the pound and adopt the Euro. Just read the Telegraph and you will all know that. So too must the Eurocrats. Thusly, how could the price be the same in pence and Euros if the two currencies are free to float? Even Steve won’t be able to set the prices to be exactly the same unless Apple were to set the prices in Euros on its US iTunes store. That won’t fly. Maybe the Eurocrats will be patient and until the British adopt the Euro and drop the pound?

  2. Howiebear…

    Merely because the UK uses sterling is no obstruction to Apple setting up a pan European iTunes Store that charges the same across Europe, anymore than it was an obstruction to me that, back in the days of physical CD shipments, that I had to pay CDNow in dollars so I could rebuild my collection of Seventies art/pomp-rock.

    All that will happen is that Visa, Mastercard or whoever will decide the exchange rate at which they convert my Euro purchases into UK£.

    At that point, Apple – which has been unfairly cast in the role of pantomime villain – can simply point any customers who complain to their respective banks.

    A single unified pricing policy across the EU must be a major goal for Apple or any of the online digital download services: in Apple’s case, they have to prepare multiple sets of royalty statements – one for each rights society in each of the 15 EU countries in which they operate – plus statements for each record company in each of the countries.

    Given that one of the aims of European integration is to provide a single transparent trading area for goods and services across the community, the maintenance of multiple rights societies in each country acts as a protectionist obstruction to EU citizens being able to enjoy the full benefits of the digital revolution. And yet – for reason passing understanding – people like The Beeb’s Thompson (who was mentioned in another thread earlier today) believe that Apple should be investigated for market abuse.

    As a closer on that final tangent, let’s ask two simple questions:

    1) Which company has now come out and made public statements supporting both the establishment of a single pan-European pricing structure for digitally downloaded entertainment as well as the removal of digital rights management from music downloads, a step which would – at a stroke –improve the convenient portability of music across devices and platforms?

    2) Furthermore, which company has put its money where its mouth is and instigated such a DRM-free product (albeit only with one forward-thinking label at this time).

    Need a clue?

  3. “The iTunes Store endeavours to offer you competitive prices on current selections. Your total price will include the price of the Product plus any applicable VAT (in effect on the day of download).

    The above taken from the ‘Terms of Sale’ on the UK iTunes site. A little fly in the ointment is the level of VAT in each participating country differs. Let’s take the UK, France, Italy and Germany for example: the rates are 17.5%, 19.6%, 20% and 19%, respectively.

    What’s the charge per download now? 0.71euro [which currently equals $0.99]. Okay so far. Now, add VAT and that same download still costs a different amount to the consumer in each of those countries.

    So where to now…?

  4. Obviously, the answer is to exclude net sales from VAT, just as they are excluded from sales tax (for interstate sales) here in the USA. Governments anywhere are too greedy anyway.

    MW: Governments will tax anything if the citizens let them do it.

  5. Apple has never managed to get currency conversion right. Right now, the $299 USD iPod touch costs $324 USD in Canada. That’s a $25 price difference just for living across the border.

    Maybe that includes the cost-recovery “tax” that Canadians have to pay on storage media, I don’t know, but it doesn’t feel right.

  6. 299.99 USD = 304.100 CAD

    IT’S only off by twenty dollars now.

    Hahhhaaaa sorry, I see your point. But to control exchange rates… IS NOT EXACTLY what Jobs is saying.

    What he is suggesting is FAIR pricing. No middle MARK-UP.
    At least this is APPLES position. No middle men concept.

    Apple pricing. Done. Convert and Exchange money as usual.

  7. I don’t understand why the Brits want to keep the pound when the whole point of the Euro is to allow EU consumers to compare prices across Europe without having to apply any exchange rate.

    Even though prices went up when we adopted the Euro, I have to say it’s a very good system. Whenever I travel to France, Luxemburg, Germany, Greece, Spain, Portugal, The Netherlands, Italy and Belgium (which are the countries I travel to), I don’t have to think about exchange rate and I can withdraw cash from ATMs without extra cost. If I go to the UK, I have to pay extra to use ATMs (and I don’t mention converting prices, … mmm well I just did).

  8. Feel sorry for us.
    We keep the pound cos w’ere lost in the past; believing ourselves to still have the British Empire, we stood against Hitler etc etc. We will never have the Euro while we cant look forward and the same goes with pounds/Kg (though the yanks still have that problem too)

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