News in short

• Apple has introduced subscription retention messages for App Store developers.
• Messages can appear when users begin cancelling an auto-renewable subscription.
• Developers can include text, images or special offers, such as discounts.
• App Store Connect lets developers set eligibility rules and waiting periods.
• A separate Retention Messaging API offers more targeted message selection, with access available by request.

Apple has introduced a new subscription retention feature for App Store developers. It allows apps to display messages when subscribers begin the cancellation process.

The messages can include text, images or special offers. Developers could use them to present a discount or explain why users should keep their subscription.

The feature gives developers another way to retain paying customers. However, it also means users may encounter promotional messages before completing a cancellation.

Retention messages can appear during cancellation

Apple says developers can add retention messages through App Store Connect. The feature supports auto-renewable subscriptions.

When a subscriber moves to cancel, the app may show a message within the cancellation flow. Developers can use this space to present an offer or highlight the benefits of staying subscribed.

Messages can include text, images or a special offer. The source does not specify whether users will see these messages for every subscription or under particular conditions.

Developers can also configure subscriber eligibility and set a waiting period between messages. These controls could help determine which users receive an offer and how often they see one.

For subscribers, the change may introduce a new step or prompt during cancellation. Apple’s announcement does not say that users will be required to accept an offer to cancel.

Developers get more control through an API

Apple is also offering a separate Retention Messaging API. Developers can use it to select which message a subscriber sees based on their subscription details.

Access to the API is available by request. Apple has not shared further details about eligibility or the approval process in the supplied announcement.

The API could give developers more flexibility than standard retention messages. For example, they may be able to tailor messages to different subscription situations.

Still, the exact targeting options and limits remain unclear from the information provided.

What this means for App Store users

The new feature could make subscription cancellation more promotional. Users may see a discount or another incentive before they finish cancelling.

For developers, it offers a way to respond when customers decide to leave. For subscribers, its value will depend on whether the offers are relevant and whether the cancellation process remains straightforward.

Apple has announced the feature for developers, but the supplied information does not detail when users will begin seeing retention messages across apps.

The key distinction is that the feature allows apps to present retention offers. It does not establish that users must accept those offers or that cancellation is being blocked.