For a while now, Apple has been encouraging app developers to consider subscriptions as a key revenue source, and the company is introducing some new options for developers that it hopes will make the option more attractive. In the past few days, Apple has informed developers that they will now be able to target current and recent subscribers with promotional rates on subscriptions. That means subscribers will be able to offer discounts to try to get you back if you lapse, or they might try to entice you to stay if you’re considering leaving.
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Developers could previously offer limited-time subscription discounts but only to new users. The new model is available in recent beta releases known as iOS 12.2, macOS Mojave 10.14.4, and tvOS 12.2, and it is likely to emerge as the final public release for each. Apple will facilitate three different types of offer for developers who want to retain or regain subscribers.
Here’s how they’re described in Apple’s App Store Connect post on the subject: