Launch guideDesktop and mobile apps
How to launch a Mac app
Mac apps have a real choice the iPhone doesn't: the Mac App Store, direct download, or both. The store handles payments and updates but requires sandboxing, which some utilities can't live with. Direct download needs a Developer ID signature and notarization so Gatekeeper lets people open it. Many indie Mac apps do both, plus a subscription bundle like Setapp.
Updated · platform facts checked against the official docs linked below
At a glance
Where people find Mac apps
- Mac App Store: Search and charts; handles payments and updates for you.
- Setapp: A subscription bundle for Mac apps with its own review and revenue models.
- Homebrew casks: Many developers install Mac apps with brew; see the CLI guide for Homebrew's acceptance policy.
- Mac communities: Mac-focused subreddits, forums and newsletters where people share utilities.
- Product Hunt: Mac utilities with a crisp GIF do well.
Assets to prepare
| Asset | Spec or guidance |
|---|---|
| Mac screenshots | 16:10 at 1280×800, 1440×900, 2560×1600 or 2880×1800; 1–10 images.[3] |
| App preview | Landscape, 15–30 seconds.[4] |
| Notarized DMG or ZIP | Developer ID-signed and notarized with notarytool for downloads outside the store.[2] |
| Update mechanism | For direct downloads, an in-app updater so launch-week fixes reach people. |
| Landing page | Download button, system requirements, screenshots, price. |
Store and listing rules
What the platform itself says, with a link to the page we checked.
- Mac App Store apps must be appropriately sandboxed and use proper macOS APIs to modify other apps' data.[1]
- A Developer ID certificate lets Gatekeeper verify you; only the Account Holder can create it. Notarization uses
notarytool;altoolstopped working for notarization in November 2023.[2] - Setapp reviews apps before they join and requires its SDK; it offers a membership revenue model and a single-app option.[5]
A 4-week launch timeline
Week 1 · four weeks out
- Decide: store, direct, or both. Test your app inside the sandbox if going to the store.
- Set up Developer ID signing and notarization in CI.
- Choose a license or payment system for direct sales.
Week 2 · three weeks out
- Make 16:10 screenshots and a landscape preview.
- Write the store description and a landing page.
- Add an updater for direct downloads.
Week 3 · two weeks out
- Submit to the Mac App Store with manual release.
- Apply to Setapp if the bundle fits your pricing.
- Send notarized builds to beta testers.
Week 4 · launch week
- Fix beta issues and re-notarize.
- Prepare posts for Mac communities and Product Hunt.
- Set up a support email and FAQ.
Launch-day checklist
- Release on the store and publish the notarized download at the same time.
- Post a short GIF of the app in Mac communities.
- Launch on Product Hunt and LaunchRanked.
- Watch crash reports and Gatekeeper complaints (a signing issue shows up fast).
After launch: SEO steps
Launch boards reset; search pages don't. These steps keep people finding you after launch week.
- Target "{job} Mac app" and "{job} for macOS" searches with feature pages.
- Publish comparison pages against the apps Mac users mention.
- Keep release notes public on your site.
Common mistakes
- Shipping an un-notarized download that macOS blocks.
- Discovering sandbox limits after building features that need them.
- Screenshots at the wrong aspect ratio.
Templates for this launch
- App store descriptionFill-in App Store and Google Play listing copy within each store's limits: name, subtitle, promo text, short and full description, keywords.
- Release notesRelease notes for a notable launch or version: what's new, why it matters, how to use it, upgrade steps and known issues, with a filled example.
- Maker commentA maker comment template for Product Hunt and other launch boards: who you are, why you built it, what's in it, pricing and a request for feedback.
FAQ
Do I have to use the Mac App Store?
No. You can sell directly, but downloads need Developer ID signing and notarization so Gatekeeper opens them. Many apps do both.
Does the Mac App Store require sandboxing?
Yes. Guideline 2.4.5 says Mac App Store apps must be appropriately sandboxed.
What screenshot sizes does the Mac App Store use?
16:10 images at 1280×800, 1440×900, 2560×1600 or 2880×1800.
What is Setapp?
A subscription bundle of Mac apps. Developers apply, pass a review, integrate Setapp's SDK and are paid under a membership or single-app revenue model.
Sources
- Apple: App Review Guidelines
- Apple Developer: Developer ID and notarization
- App Store Connect: Screenshot specifications
- App Store Connect: App preview specifications
- Setapp for developers
Checked . Platforms change their rules; open the source before you rely on a number.
Related launch guides
- How to launch an iOS appiOS app launch guide: App Store screenshot sizes, text limits, review times, TestFlight, guideline traps like account deletion, and web SEO for your app.
- How to launch a Windows appWindows app launch guide: free Microsoft Store developer accounts, MSI/EXE certification, screenshot sizes, winget, code signing and web SEO.
- How to launch a CLI toolLaunch a command-line tool: install paths (Homebrew tap vs core, winget, npm, pip), terminal GIFs, Show HN and docs that rank for the problems it solves.
- How to launch an Android appAndroid launch guide: Play Console assets and text limits, the 12-tester closed test for new accounts, review times, pre-registration and web SEO.