Apple will allow developers to offer discounted or free subscriptions in iOS 1
The new App Store offer code functionality will give developers more control over discount prices on iOS devices. It also encourages developers to push for App Store subscriptions, a move that is profitable for Apple. Subscribing to Netflix via the App Store ensures that Apple gets a cut in the monthly fee, something Apple cannot do if you sign up for Netflix via the browser.
In any case, Apple says that the offer codes are unique and alphanumeric. Electronic quote codes from email or pop-up alerts can send you directly to the App Store, where you can redeem the quote, ignore it or view the terms of the quote. Developers can also allow redemption of code in their apps, and streamline the process of discounts and other offers.
Customers will be able to use these codes online, in the App Store or directly in the apps. Offer codes expire a maximum of six months from the creation date, and customers can redeem multiple offers for a single subscription, depending on an app developer’s offer code configurations.
Source: Apple via The Verge