Apple Introduces "Win-Back Offers" to Help Developers Retain Lost Subscription Users

Apple Introduces "Win-Back Offers" to Help Developers Retain Lost Subscription UsersApple announced on Wednesday a new feature called "win-back offers" in App Store Connect, designed to help developers address subscriber churn for their subscription apps. This feature allows developers to offer discounted deals to users who have stopped subscribing to their apps, enticing them to re-subscribe

Apple Introduces "Win-Back Offers" to Help Developers Retain Lost Subscription Users

Apple announced on Wednesday a new feature called "win-back offers" in App Store Connect, designed to help developers address subscriber churn for their subscription apps. This feature allows developers to offer discounted deals to users who have stopped subscribing to their apps, enticing them to re-subscribe.

Developers can easily set up win-back offers in App Store Connect. For instance, they can choose to offer a six-month discount on the monthly subscription fee to former subscribers or provide a discounted annual subscription. These offers will be promoted on the App Store's app product page, personalized recommendations, and editorial sections within the "Today," "Games," and "Apps" tabs.

For users on iOS 14.3, iPadOS 14.3, and macOS 14 or later, they can see relevant offer options on the "Manage Subscriptions" page. While users on iOS 18, iPadOS 18, and macOS 15 or later will see these offers on a dedicated "Win-Back Offers" page within the app.

According to Apple's official introduction, if an app offers auto-renewable subscriptions, developers can set up win-back offers to attract customers who previously canceled their subscriptions back to the App Store. These offers are configured in App Store Connect and displayed to eligible customers on the product page and within the app. They may also appear in App Store editorial picks and personalized recommendations.

It's important to note that in App Store Connect, a maximum of 350 win-back offers can be created for each subscription item, and at most 5 win-back offers can be active simultaneously for each subscription item in each country or region. Currently, win-back offers are not supported for visionOS.

This new feature is a welcome addition for developers, providing them with an effective tool to retain lost subscription users and improve their apps' long-term profitability. Developers can tailor their offer strategies based on their app's characteristics and user behavior data to maximize the likelihood of users re-subscribing.

In conclusion, Apple's introduction of win-back offers is a significant step towards helping developers address subscriber churn in their subscription apps. Developers can leverage this feature to provide more attractive offers to users, increase user engagement, and ultimately achieve sustainable profitability for their apps.