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Win-back offers for auto-renewable subscriptions now available

Two iPhone screens that show different ways win-back offers can appear on the App Store: On the product page and in personalized recommendations, such as the Apps tabs.

You can now configure win-back offers — a new type of offer for auto-renewable subscriptions — in App Store Connect. Win-back offers allow you to reach previous subscribers and encourage them to resubscribe to your app or game. For example, you can create a pay up front offer for a reduced subscription price of $9.99 for six months, with a standard renewal price of $39.99 per year. Based on your offer configuration, Apple displays these offers to eligible customers in various places, including:

  • Across the App Store, including on your product page, as well as in personalized recommendations and editorial selections on the Today, Games, and Apps tabs.
  • In your app or game.
  • Via a direct link you share using your own marketing channels.
  • In Subscription settings.

When creating win-back offers in App Store Connect, you’ll determine customer eligibility, select regional availability, and choose the discount type. Eligible customers will be able to discover win-back offers this fall.

Set up win-back offers

Learn about win-back offers

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Hello Developer: September 2024

Get ready for Apple Intelligence.

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Behind the Design: The rhythms of Rytmos

A screenshot from the game Rytmos that depicts a floating cube-like shape with a puzzle covering its sides. The shape is set against a green and blue background.

Rytmos is a game that sounds as good as it looks.

With its global rhythms, sci-fi visuals, and clever puzzles, the 2024 Apple Design Award winner for Interaction is both a challenge and an artistic achievement. To solve each level, players must create linear pathways on increasingly complex boards, dodging obstacles and triggering buttons along the way. It’s all set to a world-music backdrop; different levels feature genres as diverse as Ethiopian jazz, Hawaiian slack key guitar, and Gamelan from Indonesia, just to name a few.

And here’s the hook: Every time you clear a level, you add an instrument to an ever-growing song.

“The idea is that instead of reacting to the music, you’re creating it,” says Asger Strandby, cofounder of Floppy Club, the Denmark-based studio behind Rytmos. “We do a lot to make sure it doesn’t sound too wild. But the music in Rytmos is entirely generated by the way you solve the puzzles.”


ADA FACT SHEET

Rytmos

  • Winner: Interaction
  • Team: Floppy Club
  • Available on: iPhone, iPad
  • Team size: 5

Learn more about Rytmos

Download Rytmos from the App Store

The artful game is the result of a partnership that dates back decades. In addition to being developers, Strandby and Floppy Club cofounder Niels Böttcher are both musicians who hail from the town of Aarhus in Denmark. “It’s a small enough place that if you work in music, you probably know everyone in the community,” laughs Böttcher.

The music in Rytmos comes mostly from traveling and being curious.

Niels Böttcher, Floppy Club cofounder

The pair connected back in the early 2000s, bonding over music more than games. “For me, games were this magical thing that you could never really make yourself,” says Strandby. “I was a geeky kid, so I made music and eventually web pages on computers, but I never really thought I could make games until I was in my twenties.” Instead, Strandby formed bands like Analogik, which married a wild variety of crate-digging samples — swing music, Eastern European folk, Eurovision-worthy pop — with hip-hop beats. Strandby was the frontman, while Böttcher handled the behind-the-scenes work. “I was the manager in everything but name,” he says.

The band was a success: Analogik went on to release five studio albums and perform at Glastonbury, Roskilde, and other big European festivals. But when their music adventure ended, the pair moved back into separate tech jobs for several years — until the time came to join forces again. “We found ourselves brainstorming one day, thinking about, ‘Could we combine music and games in some way?’” says Böttcher. “There are fun similarities between the two in terms of structures and patterns. We thought, ‘Well, let’s give it a shot.’”

A *Rytmos* screenshot showing a deconstructed series of dark floating puzzle pieces against a blue and green background.

Puzzles in Rytmos — like the one set on the planet “Hateta” — come with a little history lesson about the music being played.

The duo launched work on a rhythm game that was powered by their histories and travels. “I’ve collected CDs and tapes from all over the world, so the genres in Rytmos are very carefully chosen,” says Böttcher. “We really love Ethiopian jazz music, so we included that. Gamelan music (traditional Indonesian ensemble music that’s heavy on percussion) is pretty wild, but incredible. And sometimes, you just hear an instrument and say, ‘Oh, that tabla has a really nice sound.’ So the music in Rytmos comes mostly from traveling and being curious.”

The game took shape early, but the mazes in its initial versions were much more intricate. To help bring them down to a more approachable level, the Floppy Club team brought on art director Niels Fyrst. “He was all about making things cleaner and clearer,” says Böttcher. “Once we saw what he was proposing — and how it made the game stronger — we realized, ‘OK, maybe we’re onto something.’”

Success in Rytmos isn’t just that you’re beating a level. It’s that you’re creating something.

Asger Strandby, Floppy Club cofounder

Still, even with a more manageable set of puzzles, a great deal of design complexity remained. Building Rytmos levels was like stacking a puzzle on a puzzle; the team not only had to build out the levels, but also create the music to match. To do so, Strandby and his brother, Bo, would sketch out a level and then send it over to Böttcher, who would sync it to music — a process that proved even more difficult than it seems.

“The sound is very dependent on the location of the obstacles in the puzzles,” says Strandby. “That’s what shapes the music that comes out of the game. So we’d test and test again to make sure the sound didn’t break the idea of the puzzle.”

A *Rytmos* screenshot showing a puzzle set on a floating cube-like shape set against a light red background.

Puzzles in Rytmos are all about getting from Point A to Point B — but things are never as simple as they seem.

The process, he says, was “quite difficult” to get right. “Usually with something like this, you create a loop, and then maybe add another loop, and then add layers on top of it,” says Böttcher. “In Rytmos, hitting an emitter triggers a tone, percussion sound, or chord. One tone hits another tone, and then another, and then another. In essence, you’re creating a pattern while playing the game.”

We’ve actually gone back to make some of the songs more imprecise, because we want them to sound human.

Niels Böttcher, Floppy Club cofounder

The unorthodox approach leaves room for creativity. “Two different people’s solutions can sound different,” says Strandby. And when players win a level, they unlock a “jam mode” where they can play and practice freely. “It’s just something to do with no rules after all the puzzling,” laughs Strandby.

Yet despite all the technical magic happening behind the scenes, the actual musical results had to have a human feel. “We’re dealing with genres that are analog and organic, so they couldn’t sound electronic at all,” says Böttcher. “We’ve actually gone back to make some of the songs more imprecise, because we want them to sound human.”

Best of all, the game is shot through with creativity and cleverness — even offscreen. Each letter in the Rytmos logo represents the solution to a puzzle. The company’s logo is a 3.5-inch floppy disk, a little nod to their first software love. (“That’s all I wished for every birthday,” laughs Böttcher.) And both Böttcher and Strandby hope that the game serves as an introduction to both sounds and people they might not be familiar with. “Learning about music is a great way to learn about a culture,” says Strandby.

But mostly, Rytmos is an inspirational experience that meets its lofty goal. “Success in Rytmos isn’t just that you’re beating a level,” says Strandby. “It’s that you’re creating something.”

Meet the 2024 Apple Design Award winners

Behind the Design is a series that explores design practices and philosophies from finalists and winners of the Apple Design Awards. In each story, we go behind the screens with the developers and designers of these award-winning apps and games to discover how they brought their remarkable creations to life.

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Upcoming changes to the browser choice screen, default apps, and app deletion for EU users

By the end of this year, we’ll make changes to the browser choice screen, default apps, and app deletion for iOS and iPadOS for users in the EU. These updates come from our ongoing and continuing dialogue with the European Commission about compliance with the Digital Market Act’s requirements in these areas.

Developers of browsers offered in the browser choice screen in the EU will have additional information about their browser shown to users who view the choice screen, and will get access to more data about the performance of the choice screen. The updated choice screen will be shown to all EU users who have Safari set as their default browser. For details about the changes coming to the browser choice screen, view About the browser choice screen in the EU.

For users in the EU, iOS 18 and iPadOS 18 will also include a new Default Apps section in Settings that lists defaults available to each user. In future software updates, users will get new default settings for dialing phone numbers, sending messages, translating text, navigation, managing passwords, keyboards, and call spam filters. To learn more, view Update on apps distributed in the European Union.

Additionally, the App Store, Messages, Photos, Camera, and Safari apps will now be deletable for users in the EU.

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Upcoming requirements for app distribution in the European Union

As a reminder, Account Holders or Admins in the Apple Developer Program need to enter trader status in App Store Connect for apps on the App Store in the European Union (EU) in order to comply with the Digital Services Act.

Please note these new dates and requirements:

  • October 16, 2024: Trader status will be required to submit app updates. If you’re a trader, you’ll need to provide your trader information before you can submit your app for review.
  • February 17, 2025: Apps without trader status will be removed from the App Store in the EU until trader status is provided and verified.

Learn what a trader is and how to enter your status

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Apple Entrepreneur Camp applications are now open

People sitting in a group outside laughing.

Apple Entrepreneur Camp supports underrepresented founders and developers, and encourages the pipeline and longevity of these entrepreneurs in technology. Attendees benefit from one-on-one code-level guidance, receive unprecedented access to Apple engineers and experts, and become part of the extended global network of Apple Entrepreneur Camp alumni.

Applications are now open for female,* Black, Hispanic/Latinx, and Indigenous founders and developers. And this year we’re thrilled to bring back our in-person programming at Apple in Cupertino. For those who can’t attend in person, we’re still offering our full program online. We welcome established entrepreneurs with app-driven businesses to learn more about eligibility requirements and apply today.

Apply by September 3, 2024.

Learn more

* Apple believes that gender expression is a fundamental right. We welcome all women to apply to this program.

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Updates to the StoreKit External Purchase Link Entitlement

In response to the announcement by the European Commission in June, we’re making the following changes to Apple’s Digital Markets Act compliance plan. We’re introducing updated terms that will apply this fall for developers with apps in the European Union storefronts of the App Store that use the StoreKit External Purchase Link Entitlement. Key changes include:

  • Developers can communicate and promote offers for purchases available at a destination of their choice. The destination can be an alternative app marketplace, another app, or a website, and it can be accessed outside the app or via a web view that appears in the app.
  • Developers may design and execute within their apps the communication and promotion of offers. This includes providing information about prices of subscriptions or any other offer available both within or outside the app, and providing explanations or instructions about how to subscribe to offers outside the application. These communications must provide accurate information regarding the digital goods or services available for purchase.
  • Developers may choose to use an actionable link that can be tapped, clicked, or scanned, to take users to their destination.
  • Developers can use any number of URLs, without declaring them in the app’s Info.plist.
  • Links with parameters, redirects, and intermediate links to landing pages are permitted.
  • Updated business terms for apps with the External Purchase Link Entitlement are being introduced to align with the changes to these capabilities.

Learn more by visiting Alternative payment options on the App Store in the European Union or request a 30-minute online consultation to ask questions and provide feedback about these changes.

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Hello Developer: August 2024

In this edition: Bring your app to new markets, go behind the design with Lost in Play, and more.

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Behind the Design: Creating the make-believe magic of Lost in Play

Four animated characters from Lost in Play — a young girl named Gal, a duck wearing pilot's goggles, a large frog holding a mug of tea, and a gnome with a bushy beard — float above a picnic blanket in a green field.

Lost in Play is a game created by and for people who love to play make-believe.

The 2024 Apple Design Award (ADA) winner for Innovation is a point-and-click adventure that follows two young siblings, Toto and Gal, through a beautifully animated world of forbidden forests, dark caverns, friendly frogs, and mischievous gnomes. To advance through the game’s story, players complete fun mini-games and puzzles, all of which feel like a Saturday morning cartoon: Before the journey is out, the pair will fetch a sword from a stone, visit a goblin village, soar over the sea on an enormous bird, and navigate the real-world challenges of sibling rivalry. They will also order several pizzas.


ADA FACT SHEET

In an animated screenshot from Lost in Play, a young brother and sister stand at the edge of a pond talking to a small green gnome who sits on the back of a giant swan.

Lost in Play

  • Winner: Innovation
  • Team: Happy Juice Games, Israel
  • Available on: iPhone, iPad
  • Team size: 7
  • Previous accolades: iPad Game of the Year (2023)

Download Lost in Play

Learn more about Lost in Play

Lost in Play is the brainchild of Happy Juice Games, a small Israel-based team whose three cofounders drew inspiration from their own childhoods — and their own families. “We’ve all watched our kids get totally immersed playing make-believe games,” says Happy Juice’s Yuval Markovich. “We wanted to recreate that feeling. And we came up with the idea of kids getting lost, partly in their imaginations, and partly in real life.”

The team was well-equipped for the job. Happy Juice cofounders Markovich, Oren Rubin, and Alon Simon, all have backgrounds in TV and film animation, and knew what they wanted a playful, funny adventure even before drawing their first sketch. “As adults, we can forget how to enjoy simple things like that,” says Simon, “so we set out to make a game about imagination, full of crazy creatures and colorful places.”

A split-screen view. On the left is a screenshot of Lost in Play, showing an undersea scene in which a main character, Toto, is sitting in the belly of a whale with an old man. Beneath them swims his sister, Dot. On the right is an pencil sketch of the scene.

Toto meets a new friend in the belly of a whale in Lost in Play. At right is an early sketch of the scene.

For his part, Markovich didn’t just have a history in gaming; he taught himself English by playing text-based adventure games in the ‘80s. “You played those games by typing ‘go north’ or ‘look around,’ so every time I had to do something, I’d open the dictionary to figure out how to say it,” he laughs. “At some point I realized, ‘Oh wait, I know this language.’”

The story became a matter of, ‘OK, a goblin village sounds fun — how do we get there?’

Yuval Markovich, Happy Juice Games cofounder

But those games could be frustrating, as anyone who ever tried to “leave house” or “get ye flask” can attest. Lost in Play was conceived from day one to be light and navigable. “We wanted to keep it comic, funny, and easy,” says Rubin. “That’s what we had in mind from the very beginning.”

A split-screen view. At least is a screenshot of Lost In Play, in which four small black birds with glowing blue eyes hold game pieces in their beaks and stand in front of a large bird, while Toto climbs up a limb to reach them.

Toto must go out on a limb to solve the ravens’ puzzle in this screenshot and early sketch.

Lost in Play may be a linear experience — it feels closer to playing a movie than a sandbox game — but it’s hardly simple. As befitting a playable dream, its story feels a little unmoored, like it’s being made up on the fly. That’s because the team started with art, characters, and environments, and then went back to add a hero’s journey to the elements.

“We knew we’d have a dream in the beginning that introduced a few characters. We knew we’d end up back at the house. And we knew we wanted one scene under the sea, and another in a maker space, and so on,” says Markovich. “The story became a matter of, ‘OK, a goblin village sounds fun — how do we get there?’”

Early concept sketches of Toto and Gal, showing four different variations of each character alongside the final versions on the right.

Early concept sketches show the character design evolution of Toto and Gal.

Naturally, the team drew on their shared backgrounds in animation to shape the game all throughout its three-year development process — and not just in terms of art. Like a lot of cartoons, Lost in Play has no dialogue, both to increase accessibility and to enhance the story’s illusion. Characters speak in a silly gibberish. And there are little cartoon-inspired tricks throughout; for instance, the camera shakes when something is scary. “When you study animation, you also study script writing, cinematography, acting, and everything else,” Markovich says. “I think that’s why I like making games so much: They have everything.”

The best thing we hear is that it’s a game parents enjoy playing with their kids.

Oren Rubin, Happy Juice games cofounder

And in a clever acknowledgment of the realities of childhood, brief story beats return Toto and Gal to the real world to navigate practical issues like sibling rivalries. That’s on purpose: Simon says early versions of the game were maybe a little too cute. “Early on, we had the kids sleeping neatly in their beds,” says Simon. “But we decided that wasn’t realistic. We added a bit more of them picking on each other, and a conflict in the middle of the game.” Still, Markovich says that even the real-world interludes keep one foot in the imaginary world. “They may go through a park where an old lady is feeding pigeons, but then they walk left and there’s a goblin in a swamp,” he laughs.

A screenshot from Lost in Play that shows Toto in a dark forest with three frogs, one of whom is trying to retrieve a sword from a stone.

Strange frogs distributing swords are the basis for one of Lost in Play‘s many inventive puzzles.

On the puzzle side, Lost in Play’s mini-games are designed to strike the right level of challenging. The team is especially proud of the game’s system of hints, which often present challenges in themselves. “We didn’t want people getting trapped like I did in those old adventure games,” laughs Markovich. “I loved those, but you could get stuck for months. And we didn’t want people going online to find answers either.” The answer: A hint system that doesn’t just hand over the answer but gives players a feeling of accomplishment, an incentive to go back for more.

It all adds up to a unique experience for players of all ages — and that’s by design too. “The best feedback we get is that it’s suitable for all audiences,” says Rubin, “and the best thing we hear is that it’s a game parents enjoy playing with their kids.”

Meet the 2024 Apple Design Award winners

Behind the Design is a series that explores design practices and philosophies from finalists and winners of the Apple Design Awards. In each story, we go behind the screens with the developers and designers of these award-winning apps and games to discover how they brought their remarkable creations to life.

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Behind the Design: Creating the make-believe magic of Lost in Play

Four animated characters from Lost in Play — a young girl named Gal, a duck wearing pilot's goggles, a large frog holding a mug of tea, and a gnome with a bushy beard — float above a picnic blanket in a green field.

Lost in Play is a game created by and for people who love to play make-believe.

The 2024 Apple Design Award (ADA) winner for Innovation is a point-and-click adventure that follows two young siblings, Toto and Gal, through a beautifully animated world of forbidden forests, dark caverns, friendly frogs, and mischievous gnomes. To advance through the game’s story, players complete fun mini-games and puzzles, all of which feel like a Saturday morning cartoon: Before the journey is out, the pair will fetch a sword from a stone, visit a goblin village, soar over the sea on an enormous bird, and navigate the real-world challenges of sibling rivalry. They will also order several pizzas.


ADA FACT SHEET

In an animated screenshot from Lost in Play, a young brother and sister stand at the edge of a pond talking to a small green gnome who sits on the back of a giant swan.

Lost in Play

  • Winner: Innovation
  • Team: Happy Juice Games, Israel
  • Available on: iPhone, iPad
  • Team size: 7
  • Previous accolades: iPad Game of the Year (2023)

Download Lost in Play

Learn more about Lost in Play

Lost in Play is the brainchild of Happy Juice Games, a small Israel-based team whose three cofounders drew inspiration from their own childhoods — and their own families. “We’ve all watched our kids get totally immersed playing make-believe games,” says Happy Juice’s Yuval Markovich. “We wanted to recreate that feeling. And we came up with the idea of kids getting lost, partly in their imaginations, and partly in real life.”

The team was well-equipped for the job. Happy Juice cofounders Markovich, Oren Rubin, and Alon Simon, all have backgrounds in TV and film animation, and knew what they wanted a playful, funny adventure even before drawing their first sketch. “As adults, we can forget how to enjoy simple things like that,” says Simon, “so we set out to make a game about imagination, full of crazy creatures and colorful places.”

A split-screen view. On the left is a screenshot of Lost in Play, showing an undersea scene in which a main character, Toto, is sitting in the belly of a whale with an old man. Beneath them swims his sister, Dot. On the right is an pencil sketch of the scene.

Toto meets a new friend in the belly of a whale in Lost in Play. At right is an early sketch of the scene.

For his part, Markovich didn’t just have a history in gaming; he taught himself English by playing text-based adventure games in the ‘80s. “You played those games by typing ‘go north’ or ‘look around,’ so every time I had to do something, I’d open the dictionary to figure out how to say it,” he laughs. “At some point I realized, ‘Oh wait, I know this language.’”

The story became a matter of, ‘OK, a goblin village sounds fun — how do we get there?’

Yuval Markovich, Happy Juice Games cofounder

But those games could be frustrating, as anyone who ever tried to “leave house” or “get ye flask” can attest. Lost in Play was conceived from day one to be light and navigable. “We wanted to keep it comic, funny, and easy,” says Rubin. “That’s what we had in mind from the very beginning.”

A split-screen view. At least is a screenshot of Lost In Play, in which four small black birds with glowing blue eyes hold game pieces in their beaks and stand in front of a large bird, while Toto climbs up a limb to reach them.

Toto must go out on a limb to solve the ravens’ puzzle in this screenshot and early sketch.

Lost in Play may be a linear experience — it feels closer to playing a movie than a sandbox game — but it’s hardly simple. As befitting a playable dream, its story feels a little unmoored, like it’s being made up on the fly. That’s because the team started with art, characters, and environments, and then went back to add a hero’s journey to the elements.

“We knew we’d have a dream in the beginning that introduced a few characters. We knew we’d end up back at the house. And we knew we wanted one scene under the sea, and another in a maker space, and so on,” says Markovich. “The story became a matter of, ‘OK, a goblin village sounds fun — how do we get there?’”

Early concept sketches of Toto and Gal, showing four different variations of each character alongside the final versions on the right.

Early concept sketches show the character design evolution of Toto and Gal.

Naturally, the team drew on their shared backgrounds in animation to shape the game all throughout its three-year development process — and not just in terms of art. Like a lot of cartoons, Lost in Play has no dialogue, both to increase accessibility and to enhance the story’s illusion. Characters speak in a silly gibberish. And there are little cartoon-inspired tricks throughout; for instance, the camera shakes when something is scary. “When you study animation, you also study script writing, cinematography, acting, and everything else,” Markovich says. “I think that’s why I like making games so much: They have everything.”

The best thing we hear is that it’s a game parents enjoy playing with their kids.

Oren Rubin, Happy Juice games cofounder

And in a clever acknowledgment of the realities of childhood, brief story beats return Toto and Gal to the real world to navigate practical issues like sibling rivalries. That’s on purpose: Simon says early versions of the game were maybe a little too cute. “Early on, we had the kids sleeping neatly in their beds,” says Simon. “But we decided that wasn’t realistic. We added a bit more of them picking on each other, and a conflict in the middle of the game.” Still, Markovich says that even the real-world interludes keep one foot in the imaginary world. “They may go through a park where an old lady is feeding pigeons, but then they walk left and there’s a goblin in a swamp,” he laughs.

A screenshot from Lost in Play that shows Toto in a dark forest with three frogs, one of whom is trying to retrieve a sword from a stone.

Strange frogs distributing swords are the basis for one of Lost in Play‘s many inventive puzzles.

On the puzzle side, Lost in Play’s mini-games are designed to strike the right level of challenging. The team is especially proud of the game’s system of hints, which often present challenges in themselves. “We didn’t want people getting trapped like I did in those old adventure games,” laughs Markovich. “I loved those, but you could get stuck for months. And we didn’t want people going online to find answers either.” The answer: A hint system that doesn’t just hand over the answer but gives players a feeling of accomplishment, an incentive to go back for more.

It all adds up to a unique experience for players of all ages — and that’s by design too. “The best feedback we get is that it’s suitable for all audiences,” says Rubin, “and the best thing we hear is that it’s a game parents enjoy playing with their kids.”

Meet the 2024 Apple Design Award winners

Behind the Design is a series that explores design practices and philosophies from finalists and winners of the Apple Design Awards. In each story, we go behind the screens with the developers and designers of these award-winning apps and games to discover how they brought their remarkable creations to life.