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Lowering your price may help you increase revenue, but lower it too much and you cost yourself money. (via Understanding App Store Pricing — Part 3 — Jury.me ) Loosely speaking, we refer to situations where a percentage change in price leads to a larger percentage change in quantity sold as elastic. Situations where a the percentage change in price and quantity sold are roughly equal are called unit elastic. And situations where a percentage change in price leads to a smaller percentage change in quantity sold as inelastic. ...