Definition
What a win-back offer is
A win-back offer is a free or discounted offer that Apple lets you show to people whose subscription has churned, meaning it has expired and won't auto-renew. It's configured per subscription product, and a customer is eligible only for their most recently lapsed product in each subscription group.
Who is eligible
You define eligibility in App Store Connect:
- Minimum paid duration: 1 to 24 months, or 3, 4 or 5 years.
- Time since last subscribed: a range between 1 and 24 months.
- Wait between offers: optionally 2 to 24 months before someone can redeem the same offer again.
Limits and where it appears
Apple allows up to 350 win-back offers per subscription, with at most 5 running per storefront at a time. Offers appear on the customer's Manage Subscriptions page and on a win-back offer sheet in your app. If you promote one, it can also appear on your product page and in App Store selections. You can also share its redemption link yourself.
Prices
You choose a price, and App Store Connect provides comparable prices for all 175 countries and regions, taking taxes and exchange rates into account. You can change individual countries before you confirm. Apple says that after you create the offer, you can't change the price. So check each country first, especially if your subscription prices are localized.
How it differs from a retention offer
The difference is timing. A retention offer appears while someone is cancelling, so they are still a subscriber. A win-back offer is for someone who has already left. A promotional offer is a separate type that you present in your own app.
Examples
Bringing back a lapsed yearly subscriber
Someone paid $19.99 a year for two years and left five months ago. You set up a win-back offer with a minimum paid duration of 12 months and a time since last subscribed of 3 to 11 months, with the first year at $9.99 in the US. They can see it on their Manage Subscriptions page. These figures are illustrative.
Frequently asked
What's the difference between a win-back offer and a retention offer?
A retention offer shows during the cancel flow, while the person is still subscribed. A win-back offer is for someone whose subscription has already ended.
How many win-back offers can I have?
Apple allows up to 350 per subscription, with a maximum of 5 running per storefront, per subscription, at a time.
Can I change a win-back offer's price?
No. Apple says that after you've created the offer, you can't change the price, so review each country before you confirm.