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By Andrew O Hara
Monday, September 10, 2018 at 18:22 Pacific Time (9:22 pm ET)
Apple continued on Monday to push application makers into in-app subscriptions by sharing a new "Developer Insights" video on its developer portal featuring the benefits of recurring payments.
In the video of about three and a half minutes, developers of the popular applications Dropbox, Bumble, Elevate and Calm discuss how subscriptions have helped them to "create exceptional customer experiences." This includes predicting revenue from their application, tips to encourage subscriptions and how they are encouraged to improve the application.
"The value for the user is that you do not just buy one thing at a time," says Jesse Germinario, growth director at Elevate. "You are actually buying something that is evolving, something that is growing."
Apple is increasingly encouraging developers to subscribe to in-app subscriptions instead of offering a one-time down payment, traditionally the preferred payment method since the launch of the App Store in 2008.
The company went so far as to organize secret meetings with some developers. At one of these rallies last year, Apple warned developers that the App Store pricing model was changing, with ad-hoc payments being a smaller market share as applications grew. subscriptions take over.
Recurring payments make it easy to acquire customers with a free trial and encourage developers to continually update the app with new content and enhanced experiences. Most importantly, subscriptions provide consistent revenue for developers, who often have to manage servers and other back-end processes for their products to work properly.
While some are turning to subscription policies, recurring payments are clearly working for a large number of developers.
Originally, when the App Store was launched, the price of many apps was $ 4.99 or $ 9.99, developers having tested the water to see what customers were willing to pay. Over time, this price has dropped and consumers are now more likely to buy apps for $ 0.99 or $ 1.99.
Go to the Apple Developer Portal to watch the video for yourself.
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