Apple lets apps pitch you a deal when you try to cancel

If you cancel an app subscription on your iPhone, you may now get a pitch first. Apple added a feature that lets app developers show a retention message when a subscriber goes to cancel. The message can include text, images, or a special offer.

What changed

Apple says the retention messages will appear inside the subscription cancellation flow. That is the set of screens you move through when you choose to end a subscription. Developers can add these messages in App Store tools. Apple announced the feature today.

Who it affects

The feature is built for app developers, but the people who notice it will be App Store users who pay for subscriptions. If you cancel an app, you may see a discount offer or a reason to stay before the cancellation goes through.

That could save you money. A lower price might be enough to keep an app you like. It could also tempt you to keep paying for something you meant to drop.

What to do

• Pause when an offer appears and ask if you still use the app.
• Compare the discounted price with what you pay now.
• Check if the offer is for a limited time before you accept.

What is not known yet

The material does not say which apps will use the feature, how large the offers will be, or when users will start seeing them. It also does not say how many developers will turn it on. Those details will likely become clear as apps begin adding retention messages.