Do Apple-based in-app subscriptions until you hit critical mass. Cancel all Apple subscriptions but maintain 30-60 free trial / continuous open use to existing

Do Apple-based in-app subscriptions until you hit critical mass. Cancel all Apple subscriptions but maintain 30-60 free trial / continuous open use to existing customers. Introduce new direct subscription with 30% discount (below previous rate i.e. minus Apple's cut) if signed up within 30-60 days.