Inside Setapp: How MacPaw Reinvents App Discovery and Usage

In a world saturated with software subscriptions, Setapp stands out as a curated oasis for Mac and iOS users. In this exclusive interview Q&A, Vadym Muraviov, Product Marketing Manager, and Maria Polishchuk, Head of Developer Relationships at Partnerships at MacPaw, share insights into Setapp’s mission, impact, and future vision for empowering users and developers alike.

TheSweetBits: Setapp has revolutionized how Mac users access apps with its subscription model. What is the core mission of Setapp?

Setapp: “At our core, Setapp strives to simplify how Mac and iOS users discover and distribute apps. By prioritizing value for both users and developers, we’re constantly working to offer an experience that aligns with market demands and the needs of our customers.”

How has Setapp influenced the Mac software ecosystem since its launch?

“When MacPaw launched Setapp in 2017, our goal was to revolutionize the Mac software ecosystem. Since then, we’re proud to say we’ve reshaped how users access software and how developers distribute their apps.

Before Setapp, Mac users faced frustration with endless app searches, limited trials, and multiple subscriptions. We changed that by introducing an “all-you-can-eat” model, offering over 260 curated, premium apps for a single monthly or annual fee – two years ahead of Apple Arcade. This provided users with full access, no in-app purchases or ads.

The cost-effectiveness has been a game-changer, with many users saving money and discovering new tools they didn’t know they needed. Setapp also created a new ecosystem for developers, allowing them to reach a broader audience and earn based on app usage rather than individual sales. This is especially helpful for developers transitioning from perpetual licenses to subscription models.

Setapp also supports developers by helping them monetize occasional app usage, while also attracting new users. In doing so, we’ve created a more user-friendly, developer-friendly approach to software distribution.”

What are some of the standout features of Setapp that users find most valuable?

“Our users consistently highlight the great value for money as the top benefit of Setapp. Several features contribute to this value.

First, our discovery process is designed to address the needs and challenges of our target audience. We’ve structured the app categories in a way that makes it easy to find what users need, and our intelligent search allows them to search by app name, problem, feature, or use case. To further educate our users, we offer built-in app guides and how-to articles to help users get the most out of their Setapp subscription.

Additionally, our business development team’s deep knowledge of the Mac app market allows us to go beyond simply offering the right app for a task. We carefully curate apps that influence and improve users’ daily workflows, ensuring our collection is not just useful but impactful.”

Can you explain how AI-powered recommendations work and how they enhance app discovery within Setapp?

“At Setapp, we view AI as an essential technology for products in 2025 and aim to integrate it in the most impactful ways for our users. We’re focused on leveraging AI through two key features: smart search and a special assistant.

Search is a universally familiar feature, and using AI here has allowed us to deliver a more diverse set of results and improve the app installation rate.

Our AI assistant offers a popular and user-friendly way of interacting with software through chat. It’s built to not just recommend apps, but to also solve problems. Users can easily find the right app for the task, while also receiving helpful guidance on how to use it effectively.”

With such a diverse range of apps available, what criteria do you use to select which apps are included in Setapp?

“Our selection process starts with listening to our community. We collect and analyze thousands of user queries, forum discussions, and support tickets to identify unmet needs within the Mac community. While we can’t add every suggestion, we use this feedback to guide our discoveries.

Each app goes through four key evaluations:

• Functionality: Does it solve a real problem better than existing solutions?
• Performance: Is it reliable and free of crashes?
• Design: Is the interface intuitive and aligned with Apple’s Human Interface Guidelines?
• Security: Apps undergo a thorough review to detect malware, validate permissions, and ensure no hidden harmful features.

At the end of the day, our community feedback plays a crucial role. We track usage and satisfaction, and if an app falls below a 70% rating, it enters a probation phase for potential improvements. If no progress is made, we remove the app – this happened for 12% of candidates last year.”

How does Setapp balance offering a curated selection of high-quality apps while still providing enough variety to meet the diverse needs of all users?

“For us, there’s no such thing as “enough.” The app market is always evolving, and so are we. We add new apps every month to meet user needs and expectations, while also removing apps if the vendor doesn’t support it. These ongoing updates ensure we stay aligned with market trends.”

How does Setapp cater to different user types, such as casual users, power users, or even businesses? Are there any specific features or tools that address the needs of these different groups?

“We recognize that users have different needs, and our goal is to provide a unified experience for everyone. For businesses, we offer Setapp for Teams, which is designed for small to medium-sized teams. It includes features like user and device management, along with the ability to restrict app usage at the team level.

For casual users, who typically use just 1-2 apps, our basic Setapp subscription is sufficient. For power users, we offer more advanced plans, such as adding extra Mac or iOS devices. One example is the AI+ offer, which gives access to multiple AI models in one place, eliminating the need for additional subscriptions while delivering real value from AI tools.”

How does Setapp manage app updates and versioning for users? Are updates automatic, or must users handle them manually?

“All app updates on Setapp are automatic, ensuring users always have the latest features and security patches without any effort on their part. When developers release updates, they submit them to Setapp for review. Once approved, updates are pushed to users in the background without interrupting their workflow. If a user is active when an update is available, it’s queued and applied the next time they reopen the app.

We also keep a record of all versions, allowing us to quickly roll back to a previous version if needed – though this is rarely required.”

Setapp offers an alternative to the Mac App Store, which has its own set of guidelines and restrictions. How do you address concerns that Setapp might be seen as less selective or reliable compared to the App Store?

“This is a common misconception. While Setapp differs from the Mac App Store in some ways, it is just as selective and reliable, if not more so.

First, all Setapp apps are Apple Notarized, ensuring they meet security standards, including checks for malicious code. This is the baseline for security, whether the app is on the App Store or not.

However, Setapp offers more flexibility than the App Store, especially with regards to features like sandboxing. While sandboxing enhances security, it can limit functionality for certain apps, such as utilities or developer tools, which need more access to system resources.

Setapp’s review process is also highly thorough. With fewer apps to review, we can focus more on each one, ensuring quality and addressing issues quickly. We maintain strong relationships with developers and continuously monitor app performance.

Our approach is more selective than the App Store’s, focusing on a curated selection of high-quality apps that fill specific needs. By combining Apple’s notarization with our own vetting and ongoing monitoring, we can ensure that Setapp offers a reliable and safe collection of apps.”

Looking ahead, what future developments or features can users expect from Setapp?

“Stay tuned! We have some exciting things to share this year.”

Footnotes

Setapp’s journey is far from over! With its user-focused approach and dedication to cutting-edge tech, Setapp is set to redefine how you experience Mac apps.

Whether you’re a casual user, a power user, or a business professional, Setapp offers a unified experience designed to enhance your daily workflows and unlock new possibilities.

Join the community enjoying 260+ apps for just $9.99/month. Go to setapp.com and start your free trial today.