Developers can now try special offers to persuade subscribers to stay

Apple is adding a retention facility to the App Store, meaning if a user cancels their subscription to an app, its developer can try to talk them out of leaving with an offer.

Mobile screen showing subscription cancellation confirmation, stating service ends on January 15, 2025. Includes a developer message section with a blurred nature image.

A suggested new cancellation screen — image credit: Apple

Apple has been changing the App Store to meet EU demands, and still some developers want a completely free ride. But there is now a retention feature that is so necessary that it’s surprising it hasn’t always been part of the App Store.

It’s more necessary for developers than it is for users, though. Apple has always been good at making it easy to cancel a subscription to an app, and that has benefited users.

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