That might take first-time buyer profit out of developers pockets, and irk existing customers who just hate the idea of new customers getting the same "deal" as they do, but it also simplifies the process on the store side and lowers the barrier to entry for new customers. (Not dissimilar, perhaps intentionally, to how Final Cut Pro X and Logic Pro X have evolved in terms of experience and focus as well, alienating power users but empowering mainstream users.) It's the mainstreaming of software pricing. No upgrade sales, just "everyday low pricing". Everything is now upgrade-level pricing, all the time, for everyone. So, it's not that Apple has failed to create a mechanism for upgrade pricing on the App Store at all - it's that they've succeeded in obliterating full retail pricing. In other words, if you bought Logic Pro 9 on the App Store at full price and later bought Logic Pro X on the App Store at full price, you essentially paid the same as you once-upon-a-time would have paid to upgrade. Indeed, the price Apple asks for both Logic Pro and Final Cut Pro is far closer to their previous upgrade pricing tier than anything they ever asked at retail.
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