Developers can nag lapsed app subscribers with win-back offers

Apple is making it easier for developers to tempt iPhone users back into subscribing to their app, by providing a variety of offers to lapsed accounts.

App developers frequently rely on subscriptions to their apps to earn a living. However, there is often a level of churn throughout an app's life where users cancel their subscription, losing developers money.

In a new option in App Store Connect introduced on Wednesday, developers can now set up "win-back offers" in their storefronts. These can be set up if an app offers auto-renewable subscriptions in the App Store.

The offers are intended to encourage users who have stopped their subscription to re-subscribe. For example, a previous subscriber could be offered a reduced monthly price for six months, or a discounted annual rate.

These offers can be promoted on the App Store's product page for the app, personalized recommendations, and editorial sections in the Today, Games, and Apps tabs.

They will be displayed to customers using the Manage Subscription page for users on iOS 14.3, iPadOS 14.3, and macOS 14 or later. For users of iOS 18, iPadOS 18, and macOS 15 or later, they will appear within the app on a win-back offer sheet.

Developers can create a maximum of 350 win-back offers per subscription, but they can only run up to five win-back offers per storefront, per subscription.