Apple lets apps pitch you with offers while you cancel a subscription
Apple's new retention messages can show text, images or a special offer in the cancellation flow. You can still cancel.
The skim
- Apple says developers can now show "retention messages" inside the App Store's cancellation flow, from Nov. 4.
- The messages can include text, images or a special offer, shown while you decide whether to cancel.
- You can still cancel: Apple's cancel button is in Settings > your name > Subscriptions. Our guide walks through it.
What's changing
In a developer news post dated Nov. 4, Apple announced "Now available: Retention messages for subscriptions." The post says the messages "remind subscribers of your subscription's value as they decide whether to cancel" and "appear in the cancellation flow and can include text, images, or a special offer."
Developers set them up in App Store Connect for auto-renewable subscriptions, including which subscribers are eligible and how long to wait between messages. A Retention Messaging API lets developers pick which message each subscriber sees based on their subscription details. API access is available by request.
What it means for you
- When you cancel an app subscription, you may start seeing a pitch or a discount before you finish. It's only an offer: you can still complete the cancellation.
- If a discount appeals, check what the price becomes after the offer period ends. Apple's own subscription guidance says offers renew at the standard price unless you cancel.
- Trial subscriptions: Apple advises canceling at least 24 hours before the trial ends.
Apple hasn't said which apps will use the feature or when you'll first see it, so there's nothing to change on your phone today. The how-to: How to cancel a subscription on your iPhone.
Sources: Apple Developer News, Apple Developer: Auto-renewable subscriptions, Apple Support.
