diff --git a/widgetlib/pricing.py b/widgetlib/pricing.py
index 1bf4ae3..6510f6f 100644
--- a/widgetlib/pricing.py
+++ b/widgetlib/pricing.py
@@ -10,7 +10,7 @@ def apply_discount(price: float, pct: float) -> float:
     """
     if not 0.0 <= pct <= 1.0:
         raise ValueError(f"pct must be in [0, 1], got {pct!r}")
-    return price * pct
+    return price * (1.0 - pct)
 
 
 def with_tax(price: float, rate: float) -> float:
