Apple announces Bulgaria euro transition for App Store on January 1

Bulgaria will transition to the euro as its official currency starting January 1, 2026, fundamentally altering how developers receive proceeds from App Store sales in the country. According to an announcement made on September 25, 2025, Apple will implement comprehensive changes affecting pricing, subscriptions, and financial reporting across all Bulgarian transactions.

The Council of the European Union established the statutory fixed conversion rate at 1.95583 Bulgarian lev = 1 euro on July 8, 2025, in connection with introducing the euro as the official currency in the Republic of Bulgaria. This rate will serve as the foundation for all pricing conversions on the App Store.

Developers who selected the lev as their bank currency in App Store Connect will see automatic conversion to euros on December 1, 2025. Those who chose different currencies for their bank accounts will continue receiving payment in their selected currency. The change represents another instance of Apple's ongoing adjustments to maintain price consistency across global storefronts, which currently support 44 currencies across 175 markets.

Pricing mechanisms for different app categories

Auto-renewing subscriptions, manually priced apps and In-App Purchases, or apps with Bulgaria as the base storefront will see pricing updated to euro values based on the statutory conversion rate and rounded down to supported euro price points. Apps using Bulgaria as the base storefront may experience pricing updates in other storefronts to maintain equalization with the new euro price.

Other apps or In-App Purchases will transition using standard equalization for euro markets where App Store sales face value-added tax. Developers retain the ability to change prices for apps, In-App Purchases, and auto-renewable subscriptions at any time.

The App Store manages a complex global pricing structure requiring periodic adjustments to maintain market equilibrium across different economies. Similar changes have affected markets including Nepal, Kazakhstan, Madeira, Japan and Turkey in recent months.

Subscription continuity and customer notification

Auto-renewable subscriptions will remain uninterrupted during the currency transition. Subscription prices will automatically update for current, preserved, and future scheduled prices to euros. Customers with auto-renewable subscriptions will receive email notifications informing them of the currency change.

According to the Euro Act, developers must communicate both lev and euro prices for In-App Purchases to customers within their apps during the transitional period from September 25, 2025, until the end of the transition period on August 8, 2026. This messaging must appear anywhere prices are displayed within applications.

The transitional period requirement reflects broader European Union regulatory approaches to digital commerce transparency. The dual-pricing mandate ensures consumers maintain clear visibility into currency conversions during the adoption phase.

Financial reporting structure changes

Sales and Trends reports and monthly financial reports will receive significant updates. For Sales and Trends, euros will appear for transactions after the currency change. Monthly financial reports will split earnings: sales occurring before January 1, 2026, will appear in the BG report, while sales after the currency change will appear in the EU report.

All refunds issued after January 1, 2026, will be processed in euros regardless of the original purchase date. This approach simplifies refund processing but requires developers to account for currency fluctuations when analyzing refund rates and financial impacts.

The reporting changes mirror previous tax and pricing adjustments affecting developers across multiple countries. Managing compliance across diverse regulatory environments requires sophisticated systems capable of real-time currency calculation and application.

Technical implementation considerations

The price equalization system demonstrates complexity in its implementation. Developers using Bulgaria as their base storefront will see pricing adjustments cascade across other markets to maintain relative price consistency. The automated system preserves competitive balance while accommodating regional economic differences and regulatory requirements.

For developers operating in multiple markets, these changes require careful consideration of revenue impact calculations. The transition affects not only Bulgarian sales but potentially pricing structures across all storefronts depending on base market selection.

Apple employs publicly available exchange rate information from financial data providers to ensure price equilibrium across global storefronts. The complexity of managing 44 currencies across 175 storefronts necessitates regular adjustments addressing currency fluctuations and regulatory changes.

Impact on European app marketplace

Bulgaria's euro adoption represents the country's integration into the broader European economic framework. The App Store changes reflect this larger economic transition, affecting how digital commerce operates within Bulgarian borders.

The timing aligns with broader shifts in European digital regulation, including enhanced transparency requirements and developer compliance obligations. Digital marketplace operators face increasing complexity as countries implement distinct approaches to currency management and taxation.

For marketing professionals working with Bulgarian audiences, the currency change affects budget planning and campaign performance tracking. Customer acquisition costs calculated in lev will need conversion to euro equivalents, potentially affecting lifetime value calculations and return on ad spend metrics.

The transition also impacts app developers using Apple Search Ads in Bulgarian markets. Ad spend will convert to euros, requiring adjustments to bidding strategies and performance benchmarks established under the previous currency system.

Developer preparation requirements

Developers should review their current pricing structures before December 1, 2025, when bank currency conversions take effect. Those relying on Bulgarian markets for significant revenue should analyze how the statutory conversion rate affects their pricing compared to manual adjustments.

The App Store Connect platform receives enhanced functionality through the updated Pricing and Availability section, displaying upcoming price changes for developer review. The system maintains developer flexibility, allowing price modifications for apps, In-App Purchases, and auto-renewable subscriptions at any time.

Technical specifications require developers to implement dual-pricing displays within their applications during the transitional period. This messaging should appear in checkout flows, subscription management interfaces, and any other locations where prices are shown to Bulgarian users.

The dual-pricing requirement parallels compliance obligations under the Digital Services Act, which mandates increased transparency from app developers operating in European Union territories.

Historical context of currency transitions

Bulgaria's euro adoption follows established patterns from previous eurozone expansions. The fixed conversion rate mechanism ensures price stability during the transition period while enabling accurate currency translations.

Digital platforms face unique challenges during currency transitions. Unlike physical retail, which can implement overnight price changes, digital storefronts must coordinate pricing across multiple systems, update financial reporting infrastructure, and maintain service continuity for subscription-based products.

Previous currency transitions in digital marketplaces have demonstrated the importance of clear communication with both developers and consumers. The dual-pricing requirement addresses this need by ensuring transparency throughout the adoption period.

Looking ahead: post-transition landscape

After August 8, 2026, when the transitional period ends, Bulgarian App Store operations will function identically to other eurozone markets. Developers will no longer need to display dual pricing, simplifying their user interface requirements.

The standardization of pricing across eurozone countries may benefit developers by reducing the complexity of managing multiple currency-specific pricing strategies within Europe. Fewer distinct currency zones could streamline pricing decisions and financial reporting.

For Bulgarian consumers, the transition aligns digital marketplace pricing with their everyday currency experience. Prices displayed in euros will match their payment card statements and bank account transactions, potentially reducing confusion around currency conversions.

The App Store's global reach continues expanding despite increasing complexity in currency management and regulatory compliance. Managing diverse regulatory environments requires sophisticated systems capable of processing vast amounts of financial data while maintaining transaction accuracy and regulatory compliance across all markets.

Timeline

• July 8, 2025: Council of the European Union establishes statutory conversion rate of 1.95583 BGN = 1 EUR
• September 25, 2025: Apple announces upcoming currency change for Bulgaria
• December 1, 2025: Automatic conversion of lev to euro for bank currencies in App Store Connect
• January 1, 2026: Bulgaria officially adopts euro; App Store transactions switch to EUR
• January 1, 2026: All post-transition refunds processed in euros regardless of purchase date
• August 8, 2026: Dual-pricing requirement ends; transitional period concludes
• Related: Apple announces tax and pricing updates affecting global developers (August 29, 2025)
• Related: App Store updates VAT and pricing changes in multiple countries (November 18, 2024)
• Related: App Store announces global price and tax updates for digital products (August 29, 2024)

Summary

Who: Apple Inc., app developers selling products in Bulgaria, and Bulgarian App Store customers are affected by this currency transition. Developers who selected the Bulgarian lev as their bank currency will experience automatic conversion to euros.

What: Bulgaria's adoption of the euro as official currency triggers comprehensive changes to App Store pricing, financial reporting, and payment processing. The transition involves automatic price conversions using the statutory rate of 1.95583 BGN = 1 EUR, dual-pricing requirements during the transitional period, and reorganization of financial reports to separate pre- and post-transition earnings.

When: The currency change takes effect on January 1, 2026, following the Council of the European Union's establishment of the conversion rate on July 8, 2025. Bank currency conversions occur on December 1, 2025, while the transitional period requiring dual-pricing displays extends until August 8, 2026.

Where: The changes apply to all App Store transactions in Bulgaria and affect pricing in other storefronts for apps using Bulgaria as the base market. Financial reporting updates span both Bulgarian (BG) and European Union (EU) reports within App Store Connect.

Why: Bulgaria's integration into the eurozone requires all digital commerce platforms to transition from the Bulgarian lev to the euro. The changes ensure compliance with the Euro Act, maintain price consistency across Apple's global storefronts, and provide transparency to customers during the currency transition period.