Hi again! I’m Niraj Naik, VP of Product Management and professional “dad joke” teller at Recurly. Welcome back to our Product Perspectives blog series. This time, we’re talking about a major update to a major digital marketplace.

In case you haven’t heard, Apple just made a major change to its App Store rules in the U.S. Businesses can now direct users from their apps to their own websites for digital subscription purchases, avoiding App Store payment restrictions and its 30% commission. 

New opportunities always come with complexity. Leaving Apple’s payment system means you are now responsible for things like handling taxes, fraud, and chargebacks. Not to mention, you’re now on the hook for a seamless purchasing experience. But don’t worry, I got you! 

If you’re wondering how this decision impacts your subscription growth, retention, and payments strategy, you’re in the right place. Recurly can help you deliver a winning web-based sign-up experience.

First, some context.

Why did this happen? 

To understand the significance, let's recap what happened. Back in 2020, Epic Games sued Apple to challenge its control over in-app purchases, contesting the requirement that all digital transactions flow through Apple and be subject to its fees. Fast forward to 2025, the U.S. courts ruled in favor of Epic Games. 

Apple must now allow apps to link out to their own sites for direct payment, including subscription signups. Those “scare screens” that warned users about risks of external payments are also gone.

Merchants can set up their own checkout flows, offer payment methods Apple doesn’t support (like PayPal and other alternative methods), and own the customer relationship from the very first payment.

This represents a huge opportunity — but also requires careful execution. One clunky handoff or a confusing purchasing experience could cost you the trust of your subscribers. 

Walk with me. 

What does it mean for you?

As I said, it’s a big, huge advantage. With the new Apple App Store adjustments, you can: 

1. Regain control over sign-ups and payments

Previously, Apple controlled the subscription sign-up experience. Now, you can redirect prospective subscribers to your web-based checkout, where you manage the flow and own your customer data, resulting in:

  • Lower payment fees: Avoid Apple’s 30% commission, improving margins on every subscription

  • Full brand experience: Design seamless sign-up flows with your branding, messaging, and upsells

  • Direct customer relationship: Gather customer insights from sign-ups, segment users, and personalize onboarding offers

2. Support more flexible and localized payment methods

Our State of Subscriptions report shows a 19% year-over-year increase in alternative payment method (APM) usage. With your own checkout, you can offer:

  • More wallets: Apple Pay, Google Pay, PayPal, and Amazon Pay

  • Direct debit: ACH, SEPA, and more for recurring subscriptions

  • Localized currencies: Adjust currency and language to the user’s region

  • Fraud prevention: Implement advanced anti-fraud rules tailored to your business (Did you know fraudulent transactions increased by 29% in 2024?)

3. Improve retention with a frictionless experience

The days of “acquire at all costs” are over, our data shows subscription acquisition rates declined from 4.1% to 2.8% since 2021. While retention-first strategies like pause options, personalized engagement, and loyalty perks now set winners apart, a seamless payment experience — including web-based sign-up with all the right options — is proven to improve subscriber lifetime value.

The subscription economy is facing a new era where retention is the main goal. Subscribers expect effortless onboarding, flexible payment methods, and transparent management options.

Performance issues — including failed payments or confusing checkout flows — are now the number one reason customers leave. In fact, 37%  of customers stopped using a service or subscription due to poor performance in 2024. 

How Recurly makes web-based sign-ups seamless and scalable

Transitioning users from your app to a web-based sign-up shouldn’t be painful. Recurly is built to help you craft effortless journeys from app tap to recurring revenue. We have two solutions: Recurly Checkout, for a more out-of-the-box solution, and Recurly.js, for those wanting a highly customizable set up. Let’s review both, shall we? 

Recurly Checkout for no-code setup

Recurly Checkout offers a frictionless checkout that provides additional flexibility in how you can manage the customer and developer experience, providing an additional option between a full API/RJS integration, and a standard Hosted Payment page.

Some of the key benefits include:

  • Quick, simple setup: Activate and deploy swiftly, saving both time and money

  • Customizable features: Leverage color and logo customizations to keep brand consistency

  • Flexible payment options: Adapt to customer needs, delivering a personalized and dynamic purchasing experience

  • Highly-secure, PCI-compliant: Uphold the highest security standards and protect sensitive customer data

Recurly Checkout is crafted to simplify the buying process while providing your business with robust, customizable capabilities. Learn more in our product documentation. 

Recurly.js for those who understand JavaScript

Recurly.js is a browser JavaScript library designed to handle your customers’ sensitive payment details, allowing for a customizable experience without compromising on security.

Some of the key benefits include:

  • Enhanced security: Reduces PCI scope, reducing risks associated with handling sensitive payment information

  • Customizability options: Offers a tailored customer experience to match your brand's look and feel

  • Flexibility and adaptability: Open-source nature allows for community-driven improvements

  • Frictionless integrations: Easily integrates with other Recurly features and third-party applications

Recurly.js seamlessly integrates secure payment processes with a tailored user experience. Learn more in our product documentation.

Next steps

The recent Apple App Store changes give you more freedom and control than ever before. It’s time to turn opportunity into growth: 

  • Capture more value by lowering payment fees

  • Give users choice with wallets and local payment rails

  • Build trust and safety with secure, branded checkout journeys

  • Analyze and optimize every sign-up, renewal, and reactivation

Until next time!