Apple Unveils Enticing Subscription Comeback Deals to Boost User Retention

Apple recently unveiled a new feature in App Store Connect called the "Returning Customer Offers," aimed at helping developers lure back users who have canceled their subscriptions. This initiative allows developers to provide discounts to these users, such as six months of reduced monthly fees or discounted annual fees, with the intention of improving user retention.

Developers are allowed to set up these offers on App Store Connect and promote them through various sections of the App Store, including product pages, personalized recommendations, and the curated "Today," "Games," and "Apps" tabs. This offer system is available for users on iOS 14.3, iPadOS 14.3, macOS 14, or later systems, with relevant discounts visible on the "Manage Subscriptions" section. In updated systems like iOS 18, iPadOS 18, and macOS 15, these offers will be displayed within an "Entice Offers" page within the app.

Each subscription can create up to 350 returning customer offers, with a maximum of five offers simultaneously available per subscription per country or region. This strategy not only facilitates developers in boosting their subscription user base but also aids Apple in enhancing its services revenue. Analysts predict that by 2025, services revenue will account for 25% of Apple's total revenue.