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Apps Can Now Try to Stop You From Canceling Subscriptions

MacRumors • November 4, 2026 • general

Key Points:

Apple introduced a new subscription retention feature for developers that displays retention messages when a subscriber attempts to cancel their subscription.
These retention messages can include text, images, or special offers and are integrated into the subscription cancellation flow.
Developers can configure retention messages in App Store Connect for auto-renewable subscriptions, with options to set subscriber eligibility and timing between messages.
A Retention Messaging API is available by request, allowing developers to tailor messages based on individual subscriber details.
App Store users may encounter discount offers or other incentives aimed at encouraging them to maintain their subscriptions before finalizing cancellation.