Apple · maker of iPhone and Mac
Stop charging $129 for OS upgrades so everyone updates automatically
Enabled automatic overnight updates; profits at record highs anyway
Workedpricingretention
What they did
Apple charged $129 for Mac OS X upgrades (people lined up at stores for them) and $5 for iOS upgrades, then made OS upgrades free. Being free let Apple default users to automatic updates installed overnight a couple of months after each .0 release.
What happened
Gruber says it was clearly right: nearly everyone upgrades, and Apple's revenue and profit are at record highs.
In their words
Sub Club by RevenueCat · The Past, Present, and Future of Building on Apple — John Gruber, Daring Fireball“it's clearly was the right decision to just make the operating system upgrades free, to encourage all users to upgrade, and to sort of steer them towards automatic updates because they can do that because they're not charging”
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