Following Apple’s recent iPhone 16 event, the company made an important announcement to developers on Wednesday. Apple unveiled “win-back” offers, a new type of offer for auto-renewable subscriptions in the App Store Connect. This solution was first introduced at WWDC in June and now offers app developers the opportunity to target former subscribers with special promotions designed to encourage them to re-subscribe.
The win-back offers can be displayed on the app’s product page, within editorial selections on various tabs, within the app itself, and in Subscription settings, specifically targeting users who have downgraded their subscription or switched to the free tier. Additionally, developers can share the direct link to their win-back offers on marketing channels such as social media to reach potential customers.
In response to consumers cutting costs and re-evaluating their spending habits, especially on apps, games, and subscriptions, Apple’s introduction of win-back offers is timely. Netflix, for example, has introduced a cheaper, ad-supported tier to retain its customers in this more budget-conscious market. Consumers are becoming increasingly conscious of “subscription creep,” where subscription costs gradually increase over time, impacting their budgets more than expected.
For developers, auto-renewable subscriptions provide a consistent revenue stream and higher net revenue retention after the first year. With win-back offers now available for configuration, developers can determine customer eligibility, regional availability, and discount type. However, these offers will not be visible to customers until the fall, coinciding with the release of Apple’s upcoming mobile operating system, iOS 18, which includes various customization options for the Home Screen.
Given the new features in iOS 18, apps focused on Home Screen customization are poised to benefit from win-back offers as they can leverage these upgrades to enhance user experience. Overall, the introduction of win-back offers presents a valuable opportunity for developers to re-engage with former subscribers and optimize their subscription strategies.
