Apple Launches App Store Cancellation Messages for Subscription Apps, Allowing Up to 10 Retention Prompts
Updated
Updated · MacTech Magazine · Nov 5
Apple Launches App Store Cancellation Messages for Subscription Apps, Allowing Up to 10 Retention Prompts
3 articles · Updated · MacTech Magazine · Nov 5
Summary
Apple on Nov. 4 made retention messages available for auto-renewable subscriptions, letting developers show a final in-flow prompt when users start to cancel in the App Store.
Up to 10 messages can be created per app, with each subscription tied to only one active message at a time; prompts can include text, an image, or an offer for eligible users.
Apple set tight review rules: message copy cannot mention prices, discounts or specific offers, and all prompts must pass App Review before going live.
Retention offers can add discounts or free periods with developer-set eligibility, wait times and regional pricing, while a separate API—available by request—can choose which message each subscriber sees.
The feature gives subscription apps a new retention channel at the point of cancellation while preserving guardrails against coercive or misleading tactics.