App Store Win-Back Offers for Subscribers

Supper List is a recipe subscription: a weekly plan, a shopping list, and the dishes themselves. Some people cancel. A win-back offer is how you let Apple present a return price to people whose subscription has already lapsed, on the terms you configure for that subscription product. It is not a line in the keyword field, and it is not a badge you draw on a screenshot because a blog suggested “50 percent off.” This post will not invent that math.

Apple’s help article, Set up win-back offers , is the setup. The subscriptions overview describes where eligible customers can see the offer. Messages you send when someone is about to leave, or while they are still subscribed, are a different tool. That job is retention messaging. Win-back starts after the lapse.

It belongs to one subscription, not the keyword field

You create the offer on a subscription product, not on the subscription group as a whole. The subscription has to be approved by App Review before the offer exists. Customers are eligible only for a win-back offer on their most recently lapsed subscription product within each group. If Supper List has a monthly plan and a yearly plan in one group, a person who last paid for monthly is not automatically eligible for a yearly win-back. Create an offer on each product you actually want to bring back.

Account Holder, Admin, App Manager, or Marketing can set it up. In Apps, open Subscriptions, the group, the product, then Subscription Prices, and add a win-back offer. The reference name is for you. The offer identifier shows up in Sales and Trends and in StoreKit transactions, and it cannot repeat another offer identifier in the same group. Neither name nor identifier can be changed after you create the offer. The earliest start is one day after today. The offer has to run at least three days. Start and end times vary by region.

Eligibility is two clocks you set

The form asks how long someone paid, and how long they have been lapsed. Minimum paid duration can be 1 to 24 months, or 3, 4, or 5 years. Time since last subscribed needs both a minimum and a maximum, from 1 to 24 months. Apple’s example: 5 to 11 months shows the offer only to people lapsed that long. Wait between offers is optional, from 2 to 24 months before the same offer can be redeemed again.

A first Supper List offer should target people who paid for at least a month and have been gone for a few months. Introductory offers are for new subscribers. Promotional offers are business logic you implement for existing or former subscribers. Offer codes are codes you hand out. Win-back is the offer Apple can display from this configuration. Do not put a discount on a screenshot that the offer does not contain.

What you configure, and what the page may say

The offer’s eligibility, duration, and price are whatever you confirm in App Store Connect. The recipe app’s screenshots and promotional text have to match that offer, not a discount you only wish you had configured.

Price, priority, and the image

You choose Pay as you go, Pay up front, or Free, then a duration and a price. Connect shows comparable prices for all 175 storefronts. You can edit a storefront before you confirm, and you cannot change the price after the offer exists. Overlapping offers are resolved by Apple using price, duration, and how long the customer paid. Normal or High priority tells the store which offer matters more. The cap is 350 win-back offers on a subscription, and 5 running per storefront at a time. Monthly plans with a 12-month commitment are also limited to 5 active offers per storefront. The offer types are described on Apple’s subscriptions page .

Those caps are not a discount. Pick free, pay as you go, or pay up front from Connect’s prices, read the confirmation, and only then write email. The redemption URL is for eligible people. Check eligibility before you send it.

Where lapsed cooks actually see it

After the start date, the offer shows on Manage Subscriptions on iOS 14.3, iPadOS 14.3, and macOS 14 or later, and on the in-app sheet on iOS 18, iPadOS 18, and macOS 15 or later. That sheet appears without extra work. You can adjust it with StoreKit. Promoting the offer on the product page is a separate switch.

Promotion puts the offer on the product page, and can place it in editorial and personalized spots, on macOS 15, iOS 18, and iPadOS 18 or later. You need a subscription image approved by App Review, and it cannot match the app icon or a screenshot. Promoting the offer replaces other in-app purchase promotions in that storefront. Streamlined purchasing is on by default. You can turn it off.

Promotional text is a different field

Promotional text is 170 characters above the description, and you can change it without a new version. Use it for “New spring recipes are in.” It does not create a StoreKit offer or set a price. A discount named there that the win-back offer does not include is inaccurate metadata. The field difference is in promotional text versus the description. You cannot revise the offer price after you create it.

AppGrowthKit should frame the recipe library, the weekly plan, and the shopping list. Those shots should not wear a sale sticker unless that sticker is the offer you confirmed. A win-back offer does not repair a broken shopping list. Fix the list.