In-App Purchase

In-app purchases enable users to pay for virtual goods, like premium content, digital goods, and subscriptions, securely within your app. You can also promote and offer in-app purchases directly through the App Store. Use Apple Pay or other payment methods to sell physical goods and services, like groceries and gym memberships.

Let people experience your app before making a purchase. Users may be more inclined to invest in paid features after they’ve enjoyed your app and discovered its value.

Design an integrated shopping experience. People shouldn’t think they’ve entered a different app when they browse and purchase your digital products. Present products and handle transactions in a way that feels at home in your app.

Use simple, succinct product names and descriptions. It’s best when people can scan a set of products quickly to find the ones they’re interested in. Use plain, direct language and titles that don’t truncate or wrap.

Use the default confirmation sheet. When someone initiates an in-app purchase, the system displays a confirmation sheet to avoid accidental purchases. Don’t attempt to modify or replicate this sheet.


Subscriptions give people access to virtual content and services within your app on an ongoing basis or for a limited period of time.

Consider offering a range of content choices, service levels, and durations. People appreciate the flexibility to choose a subscription that best meets their needs.

Make sure subscription options are clear and distinguishable. Use short, self-explanatory names that differentiate subscription options from one another, and indicate the duration for each option. When offering an introductory price, indicate the introductory price, the duration of the offer, and the standard price the user pays after the offer ends.

Encourage a new subscription only when a user isn't already a subscriber. Otherwise, the user may incorrectly believe their existing subscription has lapsed. If you offer the same subscription options in multiple apps or through your website, provide a sign-in option so users don't have to pay multiple times for the same service.

If appropriate, provide access to content from expired subscriptions. A user who’s canceled a magazine subscription, for example, might expect to retain access to issues published while the subscription was active.

Consider allowing users to upgrade, downgrade, and crossgrade their subscription within your app. Subscriptions can always be managed in the Settings app, but building subscription management into your app gives you an opportunity to create a branded, contextual experience. You could offer upgrade options to existing customers, for example.

Learn More

For marketing and business guidance, see In-App Purchase, Offering Subscriptions, and Promoting Your In-App Purchases. For developer guidance, see StoreKit > In-App Purchase and In-App Purchase Programming Guide. For information about what you can and can’t sell in your app, including in-app purchase usage requirements and restrictions, see App Store Review Guidelines.