David Bach

Well, I'll tell you.

It's the lie that I fell for when I was young.

It's the lie that most of us fall for.

And that lie is...

Yeah, so before I explain why Apple, let me explain how the subscription business works.

Because I think we sort of know this, but we don't completely get it.

So when you are scrolling through social media and you see an offer for something...

Often the offer almost always now is free, right?

It's free for 14 days or it's free for 30 days.

And they're sucking you in.

They want you to try it.

But what they really know is they know that once you click and you subscribe,

In most cases, even if you don't use it, you won't turn it off.

And in fact, in most business models, they know you won't turn it off for anywhere from three to six months.

That's what's called a lifetime value of a customer.

Sometimes people don't turn things off for years.

So what happens if you ever sign up for something and you want to turn it off, which often people do, like probably eight out of 10 times, you'll sign up for something, not use it, want to turn it off.

It can be very complicated intentionally to turn it off.

You'll actually go to the website.

You can't figure out how to get in.