We publish games. Our free games all include ads, plus a one-time in-app purchase to turn off ads. What we've found is that we can price that product relativel

We publish games. Our free games all include ads, plus a one-time in-app purchase to turn off ads. What we've found is that we can price that product relatively high ($5) because the kind of person who's willing to put $1 in your tip jar to turn off ads is also willing to put $2. But this strategy works for us because our games are "consumable" products. Our customers will play one of our games for a while, have a good time, and then they'll be "done" with that game; hopefully, they'll then go on to buy one of our other games. If I were to launch a non-consumable long-term app today and wanted to monetize it, I'd do it as a subscription with a generous free trial. Once I had at least 100 paying subscribers, I'd start raising the price until the churn rate tells me it's too high.