Right now developers selling through the Mac App Store face a lose/lose choice: either provide all major upgrades to existing customers for free (thus losing a quarter of our revenue), or create a “new” product for each major version (creating customer confusion) and charge existing customers full price again (creating customer anger).
The Mac App Store is awesome. As a user, it’s my preferred place to buy new apps because it’s so convenient. But in my time speaking to developers as a writer and working for AgileBits, the upgrade issue is a significant problem for developers and sustainability. Maybe it’s something Apple has been working on, since the store is just over one year old, but time is getting short.
The Mac App Store can’t exist without developers stocking its shelves. But developers can’t continue to stock those shelves if they can’t find a way to justify doing so in the long term.
Wil Shipley explains in thorough but digestible detail the problem developers face with no upgrade pricing in the Mac App Store. I would argue this same problem exists for the App Store as well.