Apple show how Apple attempted to convince Netflix to continue using the App Store In-App Payments system. New internal emails and presentation documents revealed as part of the Epic vs. Furthermore, different from those original recording tools which can only record lower quality video, FlixiCam for Mac supports to download Netflix video in HD. FlixiCam for Mac is a professional Netflix video downloader, featured with a clear, concise and powerful interface, easy to users accurately and fast downloads of various Netflix videos.
![]() Netflix Mac Supports To“Do we want to take any punitive measures in response to the test (for examples, pulling all global featuring during the test period)?” Oliver wrote. Netflix seemed to imply that this was not the case, but specific data is redacted.Also in the email, Oliver questioned whether Apple should take any “punitive measures” in response to Netflix’s planned test to remove IAP support in certain markets. Apple internally suggested that this could be due to people getting Netflix gift cards, therefore requiring them to switch to the Netflix website for payment. We expressed our concern that running this test would create a bad customer experience for app users in those markets and limit co-marketing opportunities, including on-store featuring.The “voluntary churn issue” that Oliver refers to is that Netflix has a higher amount of “voluntary churn” among those paying via the App Store.That is, a higher than usual amount of people paying via Apple’s AIP system were ending their Netflix subscriptions than on other platforms. They would like to run the test in May and June, and estimate this test would impact 1.9% of annual in-app signups. To measure this, they proposed a test that would remove the ability to purchase the subscription via in-app purchase in a select number of markets for a two-month period (see list of markets below). Apple’s attempts to win Netflix overAfter Netflix had started rolling out its test of removing IAP support, Apple crafted a detailed slide show presentation for the company in an apparent attempt to convince the company to keep supporting the payment method. This did not come to fruition. I’ve let Eddy know how they feel, but he rightly points out that if we can’t get it done, then we have less to lose.One interesting tidbit is that in these various meetings between Apple and Netflix, there was apparently talk of the two companies coming to a “middle-ground solution for the TV app,” referencing Netflix’s refusal to integrate with Apple’s TV app. In one email, Stern wrote that he had spoken to Apple’s Services boss Eddy Cue, who wanted to meet with Netflix CEO Reed Hastings directly.Eddy has asked that before we agree to the A/B test (i.e., if Matt, Pete & I fail with Greg Peters and Bill Holmes), he wants to meet with Reed. 16.5M readers worldwide to date, estimated 330K downloadsIn a handful of slides titled “what we could do,” Apple crafted an image of new ways Apple and Netflix could work together if the company were to continue supporting IAP. Featuring yielded a 6-7% increase in download conversion rate More featuring than any other partner (35+ stories worldwide) The company also highlighted a variety of data regarding IAP usage among Netflix users, though much of the data is redacted.Apple outlined multiple things it was doing to support Netflix at that point — focusing heavily on featuring the Netflix app in the App Store editorial interface. About office for macAbility to up-sell non-IAP customers, taking 0% commission Video partner program benefits including: Give them the power to determine what shows we feature Personalization override for a set number of tentpoles yearly Provide featuring performance data: impressions, story engagement, conversion rate, installs, etc. Continue coordinated featuring across iOS and Apple TV Carrier & payment partners for co-funded subscription offers Dedicated emails promoting only the Netflix app – Support in key international growth markets A percentage of the App Store’s commission could be committed to reinvestment via Netflix Search Ads and paid digital acquisition Paid digital ads promoting the Netflix app Co-funded marketing to drive customer acquisition at scale. Including a bundle offer with Netflix and an Apple service, Apple Retail integration, and more. Work with product marketing to message Netflix where appropriateUltimately, Apple’s attempts to convince Netflix to keep using the App Store’s In-App Purchase system did not work. Train retail employees on availability of Netflix for Apple TV, iPad and iPhone through internal communications platform Partner with retail marketing for placement of Netflix on appropriate Apple TV, iPad and iPhone demo devices Today Apple: US in-store events supporting IP launches Previous reporting has indicated the size of Netflix’s business via the App Store, and these documents make it clear that Apple did not want to lose Netflix as an IAP user.Finally, the conversations between Apple and Netflix are more interesting when you remember that when these emails were being exchanged, Apple was less than a year away from launching its Apple TV+ platform. Apple trial provide an incredibly interesting look at the lengths to which Apple was willing to go to keep Netflix happy.
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