Auto-renewable subscriptions are a powerful way to provide ongoing access to content, services, or premium features within your app. This model allows users to pay regularly for continued value, automatically renewing at the end of each subscription period unless they choose to cancel. Subscriptions are broadly supported across the Apple ecosystem, working seamlessly on iOS, iPadOS, macOS, tvOS, visionOS, and watchOS.
For apps utilizing subscriptions to thrive, it’s crucial to deliver consistent value that justifies the recurring payment. This means continuous innovation and regular updates with feature enhancements and fresh content are key to keeping subscribers engaged and satisfied.
A wide range of apps can successfully implement subscriptions. These include apps offering new game content, episodic series, Software as a Service (SaaS), cloud storage solutions, or those providing frequently updated content libraries or collections. Subscriptions can be offered alongside other in-app purchase types, providing a flexible monetization strategy.
Setting Up Subscriptions in App Store Connect
To get started with subscriptions, you’ll need to configure them within App Store Connect and integrate StoreKit APIs into your app. The process involves assigning each subscription to a subscription group. Subscription groups are collections of subscriptions that offer varying access levels, prices, and durations, giving users choices to suit their needs. You’ll define essential details like the subscription name, price, and description, which will be presented on your app’s product page in the App Store’s In-App Purchases section. Ensure your subscriptions are available across all device types your app supports for a consistent user experience.
Best practices include providing subscribers with in-app visibility into their subscription status. Offering options to upgrade, crossgrade, and downgrade, as well as clear instructions on how to manage or cancel their auto-renewable subscription, enhances user control and transparency. Adhering to Apple’s design and review guidelines is also crucial for a smooth approval process and user experience.
To prepare for offering subscriptions:
Key Guidelines for Subscription Success
Before you dive into creating subscriptions, it’s essential to understand the guidelines and best practices that will contribute to a positive user experience and maximize your subscription success. These guidelines cover what your subscriptions must include, how they should be presented within your app, and important considerations for managing existing subscriptions, offering free trials, and more.
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Understanding the 85% Net Revenue Structure
The revenue model for auto-renewable subscriptions on the App Store is unique compared to other business models. For the first year of a subscriber’s service, you receive 70% of the subscription price for each billing cycle, after deducting applicable taxes. However, after a subscriber has accumulated one full year of paid service, your net revenue share increases to 85% of the subscription price, minus applicable taxes.
Here’s a breakdown of how this works:
- This 85% net revenue structure applies to auto-renewable subscriptions across all Apple platforms.
- The calculation of paid service days includes all subscription offer types (introductory, promotional, and offer codes) with paid pricing options (pay as you go, pay up front).
- Free trials and renewal extensions are not counted towards paid service days.
- Paid service days are tracked separately for each subscription group.
- Upgrades, downgrades, or crossgrades within the same subscription group do not reset the one-year paid service counter.
- Participants in the App Store Small Business Program benefit from the 85% revenue share from day one, regardless of subscription tenure.
If a subscription lapses due to cancellation or a billing issue, the accumulation of paid service days is paused. If the subscriber renews within a 60-day grace period, the paid service days resume from the recovery date.
Setting Up Your Subscriptions
You’ll manage the configuration of your auto-renewable subscriptions in App Store Connect. Each subscription product is created within a subscription group and assigned a level. The structure of your subscription group(s) impacts your revenue rate, how users subscribe, how they can move between subscription tiers, and billing cycles. Before creating subscriptions, carefully determine the optimal setup for your specific business model.
Creating Subscription Groups: Best Practices
Every subscription you offer must belong to a subscription group. A subscription group is a set of subscriptions with varying features, price points, and durations, allowing users to choose the option that best meets their needs. For most apps, a single subscription group is the recommended approach. This is because users can only have one active subscription within a group at any time, preventing accidental multiple purchases.
However, if your app requires users to subscribe to multiple, distinct offerings – for instance, subscribing to several channels in a streaming service – you can use multiple subscription groups. Subscribers purchasing subscriptions across different groups will be billed separately for each. Note that if a user cancels a subscription in one group and then subscribes to a new one in a different group, their renewal date will change, and their paid service days will reset.
Using multiple subscription groups is generally discouraged for apps where users would typically expect a single, primary subscription. Keep your subscription offerings simple and easy to understand. For each subscription, use a clear, user-friendly name that distinguishes it from others within the group. Use distinct names for the app, the subscription group, and each individual subscription to minimize user confusion.
App Name or Custom App Name
Subscription Display Name
Price/Duration
App Name or Custom App Name
Subscription Display Name
Price/Duration
Ranking Subscriptions Within a Group
If you offer multiple subscription tiers with varying prices, you can assign a level to each in App Store Connect. Subscription ranking determines the available upgrade, downgrade, and crossgrade paths for users. Organize your subscriptions from the highest offering (level 1) down to the lowest. Subscriptions with fewer features or content might be assigned level 2 or 3, depending on your intended subscription experience. You can assign multiple subscriptions to the same level if they offer equivalent value. For detailed guidance, refer to Overview of an Auto-renewable Subscription Group Setup.
Users can manage their subscriptions directly within their App Store account settings. This centralized location displays all their subscription options and groups, allowing them to upgrade, crossgrade, or downgrade as needed. You can also integrate the showManageSubscriptions(in:) method to enable in-app subscription management. The timing of subscription changes depends on the type of change:
Upgrade: When a user upgrades to a higher-tier subscription, the upgrade is immediate. They receive a refund for the prorated amount of their original subscription. Ranking a subscription higher makes it an upgrade path, providing immediate access to enhanced features or content.
Downgrade: If a user downgrades to a lower-tier subscription, the change takes effect at their next renewal date. They continue to enjoy the higher-tier benefits until then, and are then renewed at the lower tier and price.
Crossgrade: Switching to a new subscription of the same level (crossgrade) with the same duration results in an immediate switch. If the durations are different, the new subscription begins at the next renewal date.
Pricing Subscriptions for Global Markets
Apps offering auto-renewable subscriptions have access to a wide range of 800 price points across various currencies and price tiers, with an additional 100 higher price points available upon request. You have the flexibility to set prices that are appropriate for different regions and can maintain price parity across different storefronts.
Pricing Tool: App Store Connect provides a pricing tool to assist with price management based on current exchange rates. Generally, subscription prices remain stable despite tax changes or currency fluctuations in specific regions, unless you choose to pass these changes on to users. If you decide to adjust subscription prices in a particular market, it’s crucial to understand tax implications, particularly in tax-inclusive markets. For example, lowering the price in Germany will affect your revenue, as the purchase price will be reduced by both the European Union’s Value Added Tax (VAT) and Apple’s commission. The default pricing in App Store Connect includes applicable taxes collected and remitted by Apple. For detailed information, consult Schedule 2 of the Apple Developer Program License Agreement, which outlines territories with different tax treatments.
App Store Connect also allows you to assign tax categories to your apps and In-App Purchases based on content type (e.g., videos, books, news publications). These categories determine the applicable tax regulations in each territory, enabling Apple to handle tax administration at specific rates.
Family Sharing for Wider Reach
Family Sharing expands the reach of your subscriptions by allowing subscribers to share access with up to five family members across their Apple devices. This convenient user experience can attract more subscribers, encourage paid subscriptions, increase user engagement, and improve retention rates. You can enable Family Sharing for your subscriptions in App Store Connect; note that this action is irreversible.
Utilize purchase validation to verify subscription access and grant appropriate access to both subscribers and their family members. Whether Family Sharing is enabled by default depends on the subscriber’s sharing settings and if the purchase was made before or after you enabled the feature in App Store Connect. Subscribers with settings that don’t automatically share subscriptions will receive a push notification from Apple informing them about the option to share with their family.
Promote Family Sharing effectively:
Highlight Value to Potential Subscribers: Include “Family Sharing” in your subscription’s display name so it’s easily visible when users review subscription options. If you offer both Family Sharing-enabled and standard subscriptions, clearly indicate the price difference for the Family Sharing option on the signup screen.
Remind Subscribers to Enable Sharing: Mention Family Sharing within your app, perhaps during onboarding for new subscribers or through in-app messages for existing ones. Provide clear instructions on how to enable Family Sharing for their subscription. If you offer a Family Sharing-enabled subscription they are not currently subscribed to, consider providing an in-app upgrade path. Ensure your subscriptions are ranked appropriately within the same subscription level in App Store Connect for a seamless upgrade process.
Facilitate Sharing: Use in-app messaging to prompt subscribers to check their Family Sharing settings or implement share extensions for easy app sharing. Within transaction information, the ownershipType property can identify whether a user is the subscriber or a family member, allowing you to tailor messaging accordingly and display it to the purchasing user.
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Subscriptions Across Multiple Apps
You can offer auto-renewable subscriptions that grant access to multiple apps. For this to work, each app must be approved for auto-renewable In-App Purchases and published under the same developer account.
In App Store Connect, set up separate but equivalent auto-renewable subscriptions for each app included in the multi-app subscription. This allows users to subscribe from any of the included apps. To prevent users from accidentally paying multiple times for the same subscription, always verify their active subscriber status before presenting subscription options. View details on determining subscription activity.
Consider creating an app bundle to group multiple subscription apps for a single download at a reduced price. App bundles can include up to 10 iOS apps or up to 10 macOS apps.
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Attracting and Converting Subscribers
Offering users a preview of your subscription’s value at the moment they are most engaged significantly increases the likelihood of conversion. Here are effective strategies to provide such previews:
Highlight Subscription Benefits During Onboarding: Clearly present the value proposition of your subscription when users first launch your app. Educate them on how the app works and the advantages of subscribing, such as cross-device access. Keep onboarding concise, engaging, and focused on features relevant to your target audience. Include a clear call to action and transparent subscription terms.
Find out what you’ll need to include
Offer a Freemium Experience: A freemium model allows users to use your app for free with basic features, while offering a subscription to unlock enhanced features or deeper engagement. This lowers the barrier to entry, encouraging users to try your app and potentially convert to paid subscribers after experiencing its value.
Implement a Metered Paywall: A metered paywall grants access to a limited amount of content over a specific period before requiring a subscription. For example, a news app might offer 10 free articles per month. This gives users immediate access to sample your subscription content and encourages them to subscribe for unlimited access.
For both freemium and paywall models, use contextually relevant prompts to encourage subscription. For example, display a prompt when users approach their monthly limit of free articles or videos. Also, consider making subscription options easily accessible throughout the app interface. Test and measure the performance of these prompts, experimenting with different call-to-action messaging to identify what resonates best with your audience.
Optimize subscriptions for success: acquisition
Clearly Communicating Subscription Details
A streamlined and effective subscription purchase flow is crucial for conversions. Use consistent messaging and provide clear terms so users readily understand the value of your offer. A lengthy or complicated signup process can negatively impact your conversion rate, so keep it simple and request only essential information. Your subscription signup screen must include the following details:
- Subscription Name and Duration: Clearly state the name of the subscription and the duration of the subscription period.
- Content or Services Provided: Briefly describe the content or services users will receive during their subscription.
- Full Renewal Price: Display the full renewal price clearly and prominently, localized in available currencies.
- Sign-in/Restore Purchases: Provide a way for existing subscribers to sign in or restore previous purchases.
Remember that your app and App Store metadata must include links to your Terms of Use and Privacy Policy.
Billing Amount Prominence: In the purchase flow, the total billing amount must be the most prominent pricing element. For example, for an annual subscription, the total annual price should be displayed most prominently. While you can also present a breakdown price (e.g., monthly equivalent) or highlight savings compared to shorter subscriptions, these should be secondary in size and position to ensure clarity and avoid user confusion.
Free Trial Transparency: For free trials, clearly state the trial duration and the price that will be billed once the trial period ends.
App Store Promotion of Subscriptions
You can directly promote In-App Purchases, including subscriptions, on the App Store. This allows users to discover and purchase your subscription or introductory offer even before downloading your app. Promoted In-App Purchases appear on your product page, can be featured in search results, and may be highlighted on the Today, Games, or Apps tabs. You can promote up to 20 In-App Purchases at a time to effectively increase visibility for your in-app content, especially introductory offers for new customers.
Learn about promoting your in-app purchases
Promoted In-App Purchases use unique metadata to effectively communicate their value.
Subscription Offers to Drive Growth
Subscription offers are powerful tools for acquiring, retaining, and re-engaging customers. They allow you to provide subscriptions at a free or discounted price for a specific period. At the end of the offer period, the subscription automatically renews at the standard price unless the user cancels.
You can utilize several types of offers: introductory offers, offer codes, promotional offers, and win-back offers. The best mix of offers depends on your specific business goals. Consider each offer type’s intended use, customer eligibility, redemption limits, and other criteria to determine the most effective strategy.
| Acquire | Retain | Re-acquire | |
|---|---|---|---|
| Introductory offers | ✅ | ||
| Promotional offers | ✅ | ✅ | |
| Win-back offers | ✅ | ||
| Offer codes | ✅ | ✅ | ✅ |
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Optimize subscriptions for success: acquisition
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Improve your subscriber retention with App Store features
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Configuring Subscription Offers
When setting up offers in App Store Connect, you’ll define the offer type, eligibility criteria, duration, pricing, and more. To implement offers within your app, you’ll use StoreKit APIs. For each offer, you’ll select one of the following offer discount types:
Free Trial: Subscribers get free access to your subscription for a set duration (e.g., a one-month free trial for a $4.99/month subscription). Billing starts automatically at the standard price after the trial ends. This is ideal for letting users experience your subscription risk-free.
Pay as You Go: Subscribers pay a discounted price each billing period for a specific duration (e.g., $1.99/month for 3 months, then $9.99/month). After the discounted period, they are billed at the standard renewal price. This can attract price-sensitive users with a recurring discount without committing to it long-term.
Pay Up Front: Subscribers pay a one-time discounted price for a specific duration (e.g., $9.99 upfront for the first 6 months, then $39.99/year). After this period, they are billed at the standard renewal price. This provides an extended, discounted experience upfront before standard billing begins.
Introductory Offers for New Subscribers
Introductory offers are designed to attract new subscribers by allowing them to experience your subscription before committing to the full price. Implement introductory offers within your app using StoreKit and promote the offer’s In-App Purchase to display it prominently on the App Store. Promoted offers can appear on your product page, in search results, and on the Today, Games, and Apps tabs, boosting discoverability. You can create an introductory offer for each subscription per territory. Customers can redeem one introductory offer per subscription group.
Offer Codes: Flexible Distribution
Offer codes provide a versatile way to acquire, retain, and re-engage subscribers with discounted or free subscriptions for a limited time. You can create two types of offer codes: one-time-use codes (unique 18-digit codes) and custom codes (e.g., “SPRINGPROMO”). Learn how to create offer codes and how to support offer codes using StoreKit. Set up App Store Server Notifications to track offer code redemptions.
Distribution Strategies
Distribute offer codes through various online and offline marketing channels, such as in-app promotions, email campaigns, or print materials. Tailor your distribution channels to reach your target audience effectively.
Offer codes can be used in many creative ways:
- Email Marketing: Send emails to current or past subscribers highlighting new features and content, including an offer code to encourage them to try your service.
- Event Marketing: Distribute flyers with custom codes at events to promote your app to attendees.
- Partnerships: Collaborate with other companies on marketing initiatives or campaigns to reach new subscribers.
- Referral Programs: Create a peer-to-peer referral program where current subscribers can share offer codes and receive rewards for app promotion. You are responsible for managing and distributing rewards.
- Customer Service Recovery: Provide codes to subscribers experiencing customer service issues to compensate for problems and improve retention.
- App Transition: Distribute one-time-use codes within an app you are sunsetting to transition users to your new app and promote your service.
- Save Offers: Display a save offer in your app to users who have turned off auto-renew but whose subscription is still active.
Redemption Methods
Customers can redeem offer codes via a redemption URL or directly on the App Store (on iOS 14.2+, iPadOS 14.2+, and macOS 15+). If your app supports the offerCodeRedemption method, redemption can also occur within your app. Ensure clear communication of any eligibility requirements or availability limitations.
Apple manages the redemption process, displaying an offer details screen with your app icon, subscription name, duration, and pricing. If you’ve uploaded a promotional image for the subscription, it will be shown instead of your app icon. Ensure these details accurately reflect your subscription experience. Your app must be available on the App Store for offer codes to be redeemed. If a user doesn’t have your app, they will be prompted to download it during the redemption process.
Depending on your subscription setup, existing subscribers may be able to redeem multiple offers if they are in different subscription groups. If you intend users to subscribe to only one group at a time, ensure the offer is within their current subscription group. Existing subscribers can only redeem codes for upgrades or subscriptions at the same level as their current subscription.
Provide a relevant onboarding experience based on subscription status. For new subscribers redeeming a code, highlight the benefits of your subscription. If your app requires account creation or agreement to additional terms, streamline this process for code redeemers new to your app.
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Subscription offer codes essentials
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Get started with custom offer codes
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Promotional Offers for Existing and Lapsed Subscribers
Promotional offers are designed to grow and retain your customer base by offering existing or former subscribers a free or discounted subscription for a limited time. You have control over the business logic for promotional offers, allowing you to create unique in-app promotions, such as:
- Upgrade Offers: Offer an upgraded subscription at a special price to users who have cancelled their subscription.
- Loyalty Rewards: Provide a free month of service to long-term subscribers who have renewed multiple times.
- Re-engagement Incentives: Offer a discounted month to subscribers who may be less actively engaging with your app or game.
Use StoreKit or App Store Server APIs to track subscriber auto-renewal statuses and identify which offers are most relevant. Enable App Store Server Notifications for real-time updates on subscriber status changes to effectively target offer delivery. You can have up to 10 active promotional offers per subscription; carefully consider the implications of multiple concurrent offers. Learn more about configuring promotional offers in App Store Connect.
Win-Back Offers to Reclaim Subscribers
Win-back offers are a new feature to re-engage previous subscribers and encourage them to resubscribe. Based on your configuration, Apple will display these offers to eligible customers in various locations, including the App Store and within your app or game. For example, you might create a pay-up-front offer for a reduced subscription price of $9.99 for six months (standard renewal price $39.99/year).
Discovery and Redemption Channels
Eligible customers can discover and redeem win-back offers in several locations:
On the App Store: Win-back offers can appear on your product page and in editorial selections and personalized recommendations on the Today, Games, and Apps tabs, especially if you’ve been featured. Users can tap the offer to learn more and open or redownload your app to redeem it.
In-App Offer Sheet: A win-back offer sheet can automatically appear to eligible users within your app or game, requiring no extra development effort. For more control and customization, you can use StoreKit views or StoreKit 2 APIs to merchandise win-back offers in your app.
Apple Account Subscription Settings: Users can find and redeem available offers for your app within their Apple account’s Subscription settings. This is automatic and requires no extra setup.
Direct Links: Similar to offer codes, you can use a URL generated in App Store Connect to share win-back offers through your own channels, such as email.
For detailed information on placement types, see set up win-back offers.
Configuration and Merchandising
When configuring win-back offers in App Store Connect, you’ll define offer details and set the offer priority. Priority affects how your offer is ranked within your app, in user subscription settings, and on the App Store (if you choose to promote it). Apple uses your subscription display name and description when presenting win-back offers, so ensure this information is accurate and compelling.
To display your offer on the App Store, you’ll need an approved subscription image. Aim for a simple graphic that differs from your app icon or screenshots and visually represents the offer.
Streamlined purchasing is enabled by default, allowing users to complete purchases outside your app. You can disable this in App Store Connect if needed.
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Implement App Store Offers
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Keeping Your Subscribers Engaged
Subscriber retention is crucial for the long-term success of your subscription business. To maintain a healthy subscriber base, ensure users consistently perceive value from their subscription. Regular app updates with fresh content and feature enhancements are essential to encourage continued subscriptions.
Effective Use of Notifications
Thoughtfully crafted notifications can play a vital role in keeping users engaged with your service and maintaining active subscriptions. Notifications should be timely, serve a clear purpose, and deliver meaningful information to ensure a positive user experience. You can also use push notifications for marketing purposes, such as promoting subscription offers to non-subscribers, but users must explicitly opt-in to marketing notifications within your app, with clear consent language and opt-out options. Carefully consider the frequency, timing, and content of notifications to ensure they always provide value. Avoid including sensitive personal or confidential information in push notifications.
Providing Excellent Support
Responsive and helpful customer support is vital for managing subscriber relationships. It can significantly improve engagement, boost retention, and lead to better app ratings and reviews. Leverage StoreKit and App Store Server APIs to provide more efficient and seamless subscriber support and resolve issues promptly.
Empowering Users to Manage Subscriptions
User preferences can change over time. Use the showManageSubscriptions(in:) method to enable in-app subscription management. Providing a dedicated section within your app for subscription management, alongside the system-provided UI, allows you to present additional options. For example, you might display a promotional offer for a higher service tier at a discount. If a user cancels, you could offer a win-back offer to encourage resubscription. Consider including a survey to gather feedback on their subscription experience and reasons for cancellation, which can inform your marketing strategy. Always ensure easy access to the system-provided management UI for users to cancel their subscriptions if they wish.
Extending Subscription Renewal Dates
In situations where service or content delivery is disrupted (e.g., server outages, technical issues), you can extend subscription renewal dates using the Renewal Date Extension endpoint. For example, if a live sports event is cancelled, you could extend free service for a specific period to compensate users. You can extend a subscriber’s renewal date up to twice per calendar year, each extension lasting up to 90 days. Note that extension days do not count towards the one year of paid service required for the 85% revenue share.
Alternatively, you can use offer codes to compensate dissatisfied subscribers with free or discounted subscriptions for a specific period. These codes can be redeemed on the App Store or within your app.
Determining Real-time Subscriber Status
The Get All Subscription Statuses endpoint allows you to quickly determine a subscription’s current state: active, expired, in billing retry, or in grace period. Use this information to refine your retention strategies and provide users with relevant in-app information, such as their upcoming renewal date. You can also use this endpoint with the OfferID and OfferType transaction properties in StoreKit to identify offer redemptions.
Strategies for Retaining Subscribers
Utilize the Get All Subscription Statuses endpoint and Get Transaction History endpoint to monitor subscriber status and transaction history. This data helps you identify and respond to:
Voluntary Churn (Cancellations): Identify users who have turned off auto-renew using the Get All Subscription Statuses endpoint. App Store Server Notifications can also provide real-time updates on renewal status changes and other key In-App Purchase events. Use this information to proactively engage users. For example, offer a promotional offer or suggest a different subscription tier that better suits their needs. When a subscription expires, restrict access to subscription content or services, clearly informing the user of the change and providing instructions on how to resubscribe if desired.
Involuntary Churn (Billing Issues): Billing issues, such as expired credit cards, can lead to involuntary churn. Starting with iOS 16.4 and iPadOS 16.4, if a subscription renewal fails, a system-provided sheet appears in your app upon launch, prompting users to update their Apple Account payment method. You can delay or suppress this sheet using messages and display in StoreKit.
Track failed renewals using:
- App Store server notifications (DID_FAIL_TO_RENEW notification type).
- StoreKit renewal state to get renewal state information.
- App Store Server API for comprehensive subscription statuses.
Apple attempts subscription recovery for 60 days after a renewal failure. If you pause service access during this period, reinstate access immediately upon successful renewal. If renewal occurs within 60 days, paid service days resume from the renewal date.
Enable Billing Grace Period in App Store Connect to minimize service interruptions due to billing issues. During the grace period, Apple attempts to resolve the billing issue while subscribers retain access. You can apply Billing Grace Period to all renewals or only existing paid renewals, and set durations of 3, 16, or 28 days. Carefully consider the optimal Billing Grace Period for your business. If recovery occurs within the grace period, there is no disruption to paid service days or revenue. If a user resubscribes after 60 days, paid service days reset, and the standard one-year subscription rate applies until the next year of paid service is reached.
Price Increase Consent: When you increase subscription prices and Apple requires user consent, monitor consent status before the change takes effect. Before the price increase sheet appears, consider displaying an in-app message explaining the value of the subscription and how the price increase enhances the service. If a user does not consent, their subscription will expire at the end of the current billing cycle.
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Managing Subscription Pricing
You have granular control over pricing your auto-renewable subscriptions by storefront, choosing from 800 price points across currencies and tiers, with 100 additional higher price points available upon request. After setting an initial price, you can schedule one future price change at a time per territory in App Store Connect.
Price Decreases: Price decreases for auto-renewable subscriptions are automatically applied to existing subscriptions upon renewal. You cannot maintain a higher price for existing subscribers. Existing subscribers are not notified and do not need to take any action.
Price Increases: When you increase prices, Apple automatically notifies subscribers via push notifications, email, and in-app messages about the upcoming change and subscription management options. Some price increases require explicit user opt-in, while smaller, less frequent increases may only trigger notifications without requiring opt-in.
You can temporarily delay the in-app price consent sheet to avoid interrupting users during critical app interactions.
You can maintain existing prices for current subscribers while increasing prices for new subscribers. If you do not preserve existing prices, and opt-in is required, subscribers must agree to the new price to continue their subscription. Otherwise, their subscription will expire at the end of the current billing cycle.
If you have multiple subscriber cohorts at different price points and want to unify them at the current price, increase prices incrementally, starting with those paying closest to the current price. This prevents users from experiencing multiple price increases in quick succession. Before making pricing decisions, research your target market’s pricing expectations and carefully weigh the potential impact of price increases on subscriber retention.
$3.99
$2.99
$1.99
2022
2023
2024
- New subscribers in 2024 will pay $3.99.
- Subscribers since 2023 continue to pay $2.99.
- Subscribers since 2022 continue to pay $1.99.
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Measuring Subscription Performance with Sales and Trends
App Store Connect’s Sales and Trends analytics provide valuable data to understand your subscription performance. Filter data by Territory, App, Subscription Type, and more to gain detailed insights.
Subscription Summary Page: Get a high-level overview of your subscriptions, including overall performance, daily active paid subscriptions, retention and conversion rates, cancellation reasons, and more. Use this data to inform your strategy. For example, low introductory offer conversion rates might indicate a need to refine in-app messaging or extend offer durations.
Subscription State Page: View total active subscriptions categorized by state: standard price, introductory offers, promotional offers, and billing retry. Track subscription growth over time. Group data by Proceeds Rate to see how many subscriptions have reached the higher revenue share after one year. Filter and group data by dimensions like Territory, Promotional Offer, and Subscription for deeper analysis.
Subscription Event Page: Track total subscription activations, conversions to standard price, reactivations, renewals, and other key events. Filter data to gain specific insights. For example, filter by a promotional offer to assess its effectiveness in reactivating lapsed subscriptions. Use this information to optimize your promotional offer strategy. View definitions of each subscription event.
Subscription Retention Page: Analyze subscription retention data and conversion rates for introductory and promotional offers. The Retention Trends for Standard Paid Subscriptions section shows the percentage of subscriptions renewed for consecutive periods. Filter by subscription to identify start months with high retention and investigate contributing factors, such as new content launches or marketing campaigns. This data informs your engagement and retention efforts.
Subscription Reports: Download daily reports containing comprehensive data, including anonymized start dates and days before cancellation, for detailed analysis.
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