Anyone have some experiences with in app purchases on IOS they are willing to share?

I don't really have any general rule of thumb vis a vis these questions without knowing the vertical.

I'll say a couple things- microtransactions work for games and heavy usage scenarios. You're going to need people opening your product multiple times a day, addictively, to make that work.

For health and fitness, where folks intend to work out but probably won't, your go to revenue model is a subscription paid up front. No single app sales, no in app purchases, and (I don't always follow this advice but it is the cold blooded way to do it) no free samples. No free riders.

I think the one time app purchase model is a bad deal and nobody should do it. Do a reasonable yearly subscription if you absolutely must, but getting put on the hook for free updates forever is a bad deal.

What makes it compelling? Uh, if your product is good. I know that's an unsatisfying answer, but for such a general question I don't know what more to tell you. Same for longevity, really.

Cost wise, it's 99% engineering costs. Marketing is coming into play as well, especially on the consumer side.

Oh, and one other thing. DON'T MAKE A CONSUMER APP. DON'T DO IT. YOU WILL BE SORRY AND I WILL TELL YOU 'I TOLD YOU SO'.