After Apple’s iPhone 16 event earlier this week, the company informed developers on Wednesday about the launch of "win-back" offers—new subscription offers for auto-renewable services through App Store Connect. These offers were first unveiled at WWDC in June, aimed at helping app developers target former subscribers with tailored incentives.
Apple explains that these win-back offers are designed to re-engage users who previously subscribed but have since lapsed. The offers will be visible only to users identified by developers as eligible for re-engagement. They can appear on the app’s product page, within editorial selections on Today, Games, and Apps tabs, and directly in the app or Subscription settings, targeting users who downgraded their subscriptions or switched to free tiers.
Developers will also have the option to share their win-back offers via direct links on their own marketing channels, including social media, to drive visibility.
The introduction of these offers comes as consumers are cutting back on spending, re-evaluating their discretionary purchases, including subscriptions to apps, games, and streaming services. For instance, Netflix has introduced a more affordable, ad-supported tier to maintain customer retention. Consumers are also more conscious of subscription creep—where costs gradually increase, affecting their budgets more than initially anticipated. A study revealed that U.S. consumers now spend over $1,000 annually on subscriptions, though this figure encompasses more than just apps and games.
Subscriptions remain appealing to developers as they provide a steady revenue stream and reduced commission rates. After the first year, auto-renewing subscriptions allow developers to retain 85% of their net revenue, compared to the 70% in the first year.
Developers now have the ability to configure these win-back offers, determining customer eligibility, regional availability, and discount types. However, Apple has stated that these offers won’t be visible to users until the fall, following the release of iOS 18. iOS 18 introduces features like customizable Home Screen designs—such as blank spaces, larger icons, and icons tinted to match wallpaper—which makes apps focused on Home Screen customization ideal candidates for win-back offers as they’ll be able to leverage iOS 18’s aesthetic changes.