A CANCEL IS AUTO-RENEW TURNED OFF, NOT MONEY TAKEN BACK: THE SUBSCRIBER KEEPS THE PRODUCT UNTIL THE PERIOD ENDS. INTO RETRY IS A CARD THAT FAILED AT THE BILLING MOMENT, WHICH IS THIS BUSINESS'S BIGGEST SINGLE LEAK, BECAUSE THOSE PEOPLE AGREED TO PAY AND THE CARD REFUSED. APPLE RETRIES A FAILED CARD FOR UP TO 60 DAYS, SO RECOVERED ARRIVES LATE AND BELONGS TO OLDER COHORTS.

FIRST-TIME DOWNLOADS ONLY. UPDATES AND RE-DOWNLOADS ARE COUNTED SEPARATELY AND ARE NOT NEW PEOPLE. SHOWN PER DAY BECAUSE THE CURRENT MONTH IS NOT FINISHED.