Apple has introduced a new feature designed to help developers retain subscribers by allowing them to display specific messages during the cancellation process. This update enables apps to show retention content directly within the subscription cancellation flow on the App Store.
According to Apple, these retention messages can include text, images, or special offers aimed at persuading users to keep their subscriptions active. Developers can configure these messages through App Store Connect for auto-renewable subscriptions, where they can set options regarding subscriber eligibility and define wait times between message displays.
Additionally, a separate Retention Messaging API has been made available, allowing developers to select which specific messages to show based on individual subscriber details. Access to this API is currently granted by request. As a result of this update, App Store users may now encounter discount offers or other reasons to maintain their subscriptions before finalizing a cancellation.
Sources: MacRumors.