“When you're doing downloadable apps especially Mac apps the customers expect a lifetime deal, expect a one-time payment thing. It's a mindset that they have, so we've stuck with lifetime deal since the beginning. We've gradually raised prices.”

Sell lifetime deals alongside subscriptions to match Mac-app buyer expectations

For downloadable Mac apps, buyers psychologically expect a one-time purchase rather than a subscription. Aayush kept a lifetime tier next to monthly and annual plans from day one and steadily raised prices over time, which captured customers who would otherwise bounce on a subscription paywall — adding roughly $110K of Gumroad revenue in a year.