Apple Discussed ‘Punitive Measures’ Against Netflix for Dropping In-App Purchases

As the Epic Games v. Apple trial progresses into its third day, Apples internal documents and communications with numerous companies are continuing to surface, providing us some insight into the transactions that Apple has had around the App Store.
Back in December 2018, Netflix stopped providing in-app membership choices for resubscribing or new members and instead started needing them to register for Netflix outside of the App Store in order to avoid paying Apples 30 percent cut. As it turns out, Apple executives were dissatisfied with Netflixs decision, and made attempts to persuade Netflix to keep in-app purchases readily available.
The topic hasnt yet been brought up in the live in-person trial thats going on today, however 9to5Mac highlighted e-mails between Apple executives talking about Netflixs decision. When Apple found out that Netflix was A/B evaluating the elimination of in-app purchases in specific nations, Apple began scrambling to stop it.
Apples App Store Business Management Director Carson Oliver sent out an email in February 2018 outlining Netflixs testing plans and asked his fellow App Store executives whether Apple need to take “punitive measures” against Netflix.
Do we want to take any punitive procedures in reaction to the test (for instances, pulling all global including throughout the test period)? If so, how should those punitive procedures be communicated to Netflix? (sic).
The emails do not make it clear if Apple did indeed take any actions to restrict featuring during Netflixs testing, but Netflix did continue with the A/B test and discovered it worthwhile. Ahead of when Netflix pulled in-app purchase options, Apple created an entire presentation to persuade Netflix to continue to offer in-app subscription indication ups.
Because it was higher than those who signed up by means of the web, Netflix was concerned about voluntary churn levels on iOS. In a nutshell, iOS users who registered for Netflix through in-app purchases were cancelling their Netflix accounts at a greater rate, a problem that Apple worked to fix for Netflix.
Other Netflix concerns included totally free trial abuse (which Apple addressed), un-grandfathering (raising prices on users secured to a choose cost), and using promos (wasnt possible to provide discounts on iOS). Apple internally went over methods to repair these issues for Netflix to motivate the company to stick with in-app purchases.
Apple also incentivized Netflix by describing just how much devoted including Netflix was getting. Apple said that Netflix was featured more than any other partner, something that Apple was ready to continue doing.
Apple proposed continued coordinated including throughout iOS and Apple TELEVISION, ads promoting Netflix, App Store e-mail campaigns, featuring performance information, an “Apple TELEVISION bundle” and choose video partner program advantages such as the option to up-sell non-IAP consumers and billing flexibility to un-grandfather and cancel membership charges.
Apple also discussed bundle offers for Netflix and an Apple service in addition to provider and payment partners for co-funded membership offers, in addition to in-store marketing for Netflix, but none of these procedures ultimately persuaded Netflix to stick with in-app purchases.
Today, there is no in-app purchase choice for Netflix, and those who wish to view Netflix on an iPhone or an iPad need to initially sign up online, with Apple collecting no money. Netflix is likewise not permitted to direct clients where to sign up, though, and the splash screen just states “You cant register for Netflix in the app.”.
The Epic Games v. Apple trial is expected to last for around three weeks in overall, with Apple CEO Tim Cook and other executives set to testify in the coming weeks.