“As part of your Strava membership you get 20% off weather up and you can bundle the pricing. If somebody unsubscribes from Strava they're no longer getting that contingent pricing. Apple's baking this in at the App Store level.”

Contingent offers let apps bundle pricing with other apps at the App Store level — a native co-marketing model is now possible

Contingent pricing enables a formalized cross-app discount economy: App A's subscribers get a discount on App B, enforced automatically by the App Store so no backend integration is needed. When the triggering subscription lapses, the discount disappears on next renewal. This creates incentive structures for co-marketing partnerships and bundles previously impossible without custom server logic, opening a new distribution and monetization lever especially useful for complementary-niche apps.