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that's a nice idea dude but not something we have currently implemented. it is possible to gift subscriptions or individual books. you can select 'gift' option at checkout and this will open up email field and message area that recipient sees. but I appreciate with regards subscriptions it does mean it starts at that point - rather then when the recipient engages with the email/site.
thanks though. will add it to pipeline
cheers for this excellent feedback dude.
we do have one button that goes through to a dedicated page on the website. it is a delicate balance as, for now at least, we have permission from Apple to link to the site but not to any pages that show transactional/commerical information - if we did then we have to pay a percentage to Apple. which as a start up we are keen to avoid for now. later of course we will hope we can change this. but that is aligned with growth of course.
you are totally right about expected behaviour though. so hopefully something we can address sooner rather than later.