Apple introduces win-back offers for auto-renewable subscriptions

In a move aimed at helping developers re-engage past subscribers, Apple has launched win-back offers for auto-renewable subscriptions through App Store Connect. This new feature allows developers to create tailored offers designed to entice former subscribers to return by providing discounted subscription rates. These offers can be strategically configured to meet specific business goals and attract lapsed users back to apps and games.

The win-back offers provide flexibility for developers to create unique pricing strategies. For example, a developer can offer a discounted upfront subscription fee, such as $9.99 for six months, followed by a standard renewal price of $39.99 annually. These customizable deals can be surfaced to eligible customers in multiple ways, including personalized recommendations, product pages, and editorial highlights in the Today, Games, and Apps tabs. Additionally, the offers can be promoted within the app or game itself, or via direct links shared through the developer’s marketing channels.

Using App Store Connect, developers can define customer eligibility, select specific regions for offer availability, and choose the type of discount to present. Once set up, eligible users can begin seeing these offers across the App Store as early as this fall. To maintain a balanced marketing approach, developers can configure up to 350 win-back offers per subscription and run up to five offers simultaneously in each storefront.