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Retain counts are the way in which memory is managed in Objective-C. When you create an object, it has a retain count of 1. When you send an object a retain message, its retain count is incremented by 1. When you send an object a release message, its retain count is decremented by 1. When you send an object a auto-release message, its retain count is decremented by 1 at some stage in the future. If an objectʼs retain count is reduced to 0, it is deallocated.