https://techcrunch.com/2020/09/03/apple-introduces-offer-codes-to-entice-app-users-with-free-and-discounted-subscriptions/

Apple is introducing a change to how subscriptions work. No, it’s not lowering its cut, despite the government’s antitrust investigation and its lawsuit with Epic. It announced that developers will be able to offer subscriptions via a new feature, called offer codes. These one-time use codes can be used digitally or printed out for use at offline events, allowing developers to more easily distribute either free or discounted subscriptions to customers.

The company says the feature can help developers to acquire, retain and win back subscribers.