Whether you see it as a convenient way to pay for software only when you need it–and fund its further development–or a nuisance that inflates the cost of apps, the subscription model for mobile apps has boomed in popularity. Indeed, when it comes to productivity apps, the subscription shift has come so quickly that app store descriptions haven’t kept up. They’re stuck in a time when developers sought to upsell features, usually for a few bucks at a time or with an all-in bundle.
Now, though, apps are moving toward providing a set of premium features for a recurring fee that is not reflected in their app store listings. This is particularly prevalent on Google Play. For example Android video editing apps such as Cyberlink’s PowerDirector, Wondershare’s Filmora Go, Kinemaster, Splice, and InShot all boast over a million downloads (most have tens of millions) and 4+-star ratings.
Most of their Google Play descriptions, though, make no mention of the subscriptions needed to make full use of the app. Instead, they all list in-app purchases that don’t seem to apply to the current versions. For example, Filmora Go’s Google Play app description says it offers in-app purchases that range from $1.99 to $57.99 per item, That extends up to $89.99 per item for Splice, $199.99 per item for InShot, and $249.99 per item for PowerDirector. What items might those include? Open the app, and they’re hard to find if they still exist at all.
PowerDirector costs $34.99 a year and also offers quarterly and monthly billing options. After launching the app for the first time, the app fills the screen with a special offer valid for 24 hours–complete with countdown clock–offering a first-year discount of $27.99 for the year. PowerDirector also offers a range of gamified rewards, such as downloading another app to get two premium days for free.
After a one-week trial, InShot offers its pro features for $9.99 a year with a monthly billing option. (You can also purchase the app outright for $29.99.) After a three-day trial, paying for Filmora Go Pro, which removes ads and a watermark on the output, costs $20.99 a year, although the app also allows an outright purchase for $29.99. After a one-week trial, Splice offers its pro features for $69.99 a year as well as monthly and weekly billing options. And Kinemaster Premium, which removes a watermark from the output and offers access to premium content, recently increased its price to $119.99 per year with a monthly option.
Subscription pricing is far easier to find in the Apple App Store, where many of these apps’ iOS/iPadOS version listings include a dedicated “Subscription” section. Tapping on the info in that section presents an offer card that lets you install and subscribe in one swoop. However, app pricing is often higher for the iPadOS than Android version.
The lack of clarity in Google Play app subscription pricing isn’t due to a listing limitation. There’s at least one video app in Google Play that clearly shows its subscription option prior to download. As its Google Play listing plainly shows, VivaCut Pro costs $59.99 per year after a three-day free trial. There’s no free tier available after that. Also unusually, VivaCut Pro has the same price on Android and iPadOS.
In addition to the apps mentioned that have outright purchase options as well as subscription options, both Android and iPadOS have apps that offer only outright purchase. Fogosoft’s AndroVid Pro video editor costs $16.99 (but still lists unspecified in-app purchases) and VideoShow Pro costs $29.99. Both are included in Google’s Play Pass app access service. iPad users can purchase the excellent LumaFusion video editor for $29.99. While it also lists an in-app purchase, that is for additional content.
Google Play productivity app developers that monetize via subscription should update their listings to more clearly convey that the full features of their apps are available via that model and not the implied one-time charges of in-app purchases. Beyond that, though, developers, app stores, and consumers all have an interest in clearly communicating how an app is purchased and what access to it includes.
While Apple is ahead here, there is still room for improvement. App listings should clearly convey what is available in the free version (if one is available without a subscription), the length of the trial, and what is added (or removed, in the case of elements such as ads and watermarks) in the pro version. They should specify the least expensive (usually annual) “all-in” subscription option, with a note that other payment frequencies are available, and list the price to purchase an app outright if that option is available. This will provide the most accurate price for an app’s full value before you click the download button.
This article was originally published by Fast Company.
