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How Apple and app developers will try to subscribe, not just pay once



 Apple introduces a revised Mac App Store at WWDC 2018 in San Jose, California.

Apple introduces a revised Mac App Store at WWDC 2018 in San Jose, California. , Apple has been promoting 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 get you back if you are lapse, or they might try to stay if you're considering leaving.

new users. The new model is available in recent beta releases known as iOS 1

2.2, macOS Mojave 10.14.4, and tvOS 12.2, and it is likely to be released as the final public release for each. Apple will launch three different types of developers for developers who want to retain or regain subscribers.

Here's how to use Apple's App Store Connect on the subject:

Free
Customers access your subscription for free for a specific duration – for example, a 30-day trial for a subscription with a standard renewal price of $ 4.99 per month.

Customers pay a promotional price for each billing period for a selected duration – for example, $ 1.99 per month for three months for a standard renewal price of $ 9.99 per month.

Pay Up Front
Customers pay a one-time promotional price for a specific duration— For example, $ 9.99 for the first six months of a subscription with a standard renewal price of $ 39.99 per year.

To deploy these, developers will need to implement new StoreKit APIs using the latest beta version or Xcode. They can be tested using the aforementioned iOS, macOS, and tvOS, but the offers will not be available to users until the "feature is publicly available." That will, presumably, happen in the final, public releases of the same OS versions.

Apple has already made the same offer for Apple iPhone users, but this is the first time other developers on Apple's platform can reach lapsed subscribers this way.

Apple specifically positions the feature as one for resubbing lapsed users. The company writes, "You can use subscription offerings to help win back subscribers who have canceled their subscriptions or promote to another subscription at a special price." Apple also clarifies that users will be able to take advantage of the offer even if they already participated in a similar initial sign-up offer when they first subscribed. Developers will be able to target users who have subscriptions to end-of-service paychecks to stay in.

Apple reportedly gathered developers of all types — makers of games, productivity apps, photography apps , and so on — in New York in 2017. The industry wanted to make the case for subscriptions as a viable model, even on mobile. Many apps are now using subscriptions. Some examples of how they're using: Meditation and mindfulness app 10% Happier immediately prompts users to sign up for a trial to its subscription-based services.


Samuel Axon

  • Popular Ubisoft mobile game Assassin's Creed: Rebellion offers a premium membership with significant perks.


    Samuel Axon

  • Photo animation app Cinemagraph offers some free options, but it encourages users to look into upgraded, subscription-based membership at the top of the app for many more features.


    Samuel Axon

  • Another game, idle mobile casual title Furistas: Cat Cafe offers more resources and a free cat, among other things, for subscriptions.


    Samuel Axon

  • MyFitnessPal, one of the most popular weight-loss apps, offers users more control over their diet and exercise tracking for an annual subscription fee.


    Samuel Axon

  • Games and high-end productivity and creative work suites have long used the model on PCs, but it was previously somewhat rare on mobile. Anyone using new iOS apps regularly has seen that change. Games that rely on IAP now frequently offer subscriptions that allow players to get discounts on other purchases. Photography apps charge a couple of dollars per month to access to powerful, AI-driven filters. And powerful productivity apps do not subscribe to — though usually noticeably cheaper than — Adobe Creative Cloud and the like. In most cases, developers have chosen to make the subscriptions value-added rather than essential for basic function. But not always.

    Apple takes a 30-percent cut or subscription revenues from apps in the App Store for the first year a subscriber is paying, but it drops to 15 percent after the subscriber has passed the one-year mark. This drop is partly an effort to reward developers who produce apps of sufficient quality to entice subscribers to stay long, but it is also a response to initial complaints that the terms were.

    The subscriptions model is part of a larger strategic push at Apple to pivot to monetizing content, services, and experiences on its platforms in addition to revenue from hardware sales. This push is itself partly in response to and in anticipation of iPhone sales lulling slightly internationally and partly in response to the success that was the 2015 launch of Apple Music.


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