Apple no longer requires user opt-in for subscription price increases

Apple App Store Awards 2021 Hero
Apple App Store Awards 2021 Hero (Image credit: Apple)

What you need to know

  • Apple now allows auto-renewable subscription price increases without user opt-in.
  • Price increases must be under $5 and 50% of the subscription price in order to not require opt-in.
  • Users will still be notified by email, push notification, and an in-app message about the increase.

Developers now have an easier way to increase the price of their subscriptions.

In an update on the Apple Developer website (opens in new tab), Apple has announced that auto-renewable subscription prices can be increased by the developer once per year without the user needing to opt in to the price change. According to the company, requiring users to always opt-in to an increase "led to some services being unintentionally interrupted for users."

While Apple is now allowing a price increase without opt-in, there are some strict rules in order to allow the change. The company says that, in order to not require an opt-in from the user, the price increase must be less than $5 and 50% of the subscription price.

With this update, under certain specific conditions and with advance user notice, developers may also offer an auto-renewable subscription price increase, without the user needing to take action and without interrupting the service. The specific conditions for this feature are that the price increase doesn't occur more than once per year, doesn't exceed US$5 and 50% of the subscription price, or US$50 and 50% for an annual subscription price, and is permissible by local law.

App Store

App Store (Image credit: iMore)

If the price increase is more than $5 or 50% of the cost of the subscription, subscribers will still be required to opt in to accept the change.

For all subscription price increases that are above the thresholds, exceed the annual limit, or occur within territories where the law requires it, subscribers must opt in before the price increase is applied. The subscription won't renew at the next billing period for subscribers who didn't opt in to the new price. They can always resubscribe within the app, from Settings on iPhone and iPad, or in the App Store on Mac.

Regardless of either, Apple says that users will still be notified of the upcoming price increase by email, push notification, and a message within the app.

Devleopers can learn more about the option on the App Store Connect Help (opens in new tab) website.

Joe Wituschek
Contributor

Joe Wituschek is a Contributor at iMore. With over ten years in the technology industry, one of them being at Apple, Joe now covers the company for the website. In addition to covering breaking news, Joe also writes editorials and reviews for a range of products. He fell in love with Apple products when he got an iPod nano for Christmas almost twenty years ago. Despite being considered a "heavy" user, he has always preferred the consumer-focused products like the MacBook Air, iPad mini, and iPhone 13 mini. He will fight to the death to keep a mini iPhone in the lineup. In his free time, Joe enjoys video games, movies, photography, running, and basically everything outdoors.

1 Comment
  • I can't imagine users were clamoring for apps to be able to jack up subscription prices by $5 (or 50%) per year without permission. I could imagine Netflix asking for it though as they continue to bleed customers. Then again I doubt users are clamoring for more subscription apps anyway.