Setapp Now Sells Individual Apps

Setapp, a subscription service with over 250 curated Mac and iPhone apps, has introduced a new model allowing users to purchase or subscribe to individual apps without a full membership, as announced on March 3, 2026 [1]. This move adds a new layer to the existing single-tier subscription model, which will still be available for $9.99 per month. The initial rollout covers more than 60 applications, including Bartender, Downie, and AlDente Pro, with three purchase types: monthly and yearly subscriptions, as well as one-time lifetime licenses.

MacPaw CEO Oleksandr Kosovan described this shift as "our first meaningful step into transforming Setapp into an open ecosystem marketplace" [1]. This change is partly a response to the pressure from the increasing number of Mac apps competing for user attention, as well as the growing preference for one-time purchases over subscription models. According to MacPaw's 2022 research, 36% of Mac users prefer one-time purchases, a preference that has only sharpened as subscription costs have accumulated [1]. The new model gives users a third option: purchasing individual apps through Setapp's billing infrastructure, with Setapp handling tax management, payments, and account management.

The developer-facing implications of this move are significant, as Setapp offers a 24-hour review process and approximately 70% revenue share for developers, with no sandboxing restrictions [1]. This is in contrast to the Mac App Store, which has a 15-30% commission on revenue and sandboxing requirements that limit app capabilities. Setapp's new model makes it financially attractive for more developers to choose Setapp as their primary channel, potentially leading to more powerful apps being available through the platform. As the market settles, users can expect to see more apps joining individual pricing, pricing competition with direct-download options, and deeper integration between Setapp and MacPaw's AI product, Eney [1].

The real significance of this shift lies in its potential to challenge Apple's dominance in the Mac app distribution market, with Setapp staking a claim as an alternative distribution layer for Mac software [1]. Whether Setapp can build enough scale to meaningfully challenge Apple remains an open question, but the introduction of individual app sales is a meaningful step towards finding out, and users can now explore the new options on Setapp's website, with over 60 apps available for individual purchase or subscription.