That is simply not true. It is possible to offer discounts to existing customers with apps on the App Store. Just take a look at what the Omni Group has done with their apps. The methodology that the Pixelmator developers have used is very common but it is not the only approach and it is very frustrating for existing while users. Here’s a post that explains how the omni group solve this problem:2017-12-14 22:45:12 Welcome to the App Store!
There's nothing the Pixelmator team can do to offer an discount, other than lower the price of the app for — so that's what they did. I'm sure they'd to give a pricing advantage to their existing customers, but they simply can't do that given the limitations imposed by Apple.
If you bought Pixelmator and don't want to pay to to Pixelmator Pro, just keep using Pixelmator. It's a great flippin' app. If you want to get in on Pixelmator Pro for less than full price, buy it now (but — if you're the complaining type — maybe give it a few months for the 1.0 jitters to be sorted out before you start using it).
This team has proven that they can deliver the goods by making the original Pixelmator such a great product over the years. We have no reason to assume that's changed now. Keep that in mind when evaluating what they're choosing to do.
https://www.omnigroup.com/blog/providin ... experience