App Price Change. Promotions and Increases

Shopify Partner
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How are discounts or price increases managed?

For example, if I run a discount campaing for Black Friday and reduce the price of my apps 30%. Will that be for new merchants only? Or for all my customers?

And for the customers who buy my app with the reduced price, will they keep that price for as long as they keep the same plan?

Same question for the price increase, if I increase the price of my app 10%, will that apply for my current customers or only for the ones who suscribe after the change in price?

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