“To really realize the revenue gain from a price increase it's important to figure out a way to increase price for existing subscribers — if you only do it for new subscribers in the future that's a fine approach but just know that you're leaving the vast majority of the impact from a price increase on the table.”

Existing Subscribers Hold Most of the Revenue Upside in a Price Increase

Reid DeRamus frames the price-increase calculus clearly: raising price only for new subscribers captures a fraction of the potential revenue. The real money is in the existing subscriber base — but that requires thoughtful communication, timing, and often grandfathering early supporters at the old price. For early-stage apps with only a handful of founding subscribers, skip the complexity and grandfather them; for established apps, the math on existing-subscriber uplift almost always justifies the effort.