Free trial vs lifetime unlock: what converted better
The free-trial-vs-lifetime debate is a real fork for indie iOS studios. We've tested both on the same apps over enough time to draw thin conclusions. This is what we found.
The trade-off
Subscriptions with free trials maximize lifetime revenue per user, at the cost of higher refund rates, more App Store complaints, and a more punishing renewal cycle.
Lifetime unlocks (one-time IAP) trade lifetime revenue for goodwill and lower friction. Reviews tend to be better; LTV tends to be lower.
7-day free trial subscription
The default for most indie apps. New users get the app free for 7 days, then auto-renew at a yearly price. Apple shows the 'try free' language prominently.
What we measured: 4-6% of new installs start the trial, 35-45% convert to paid (after first cancellation cycle). Yearly retention drops 30-40% per year.
One-time lifetime unlock
We charge $9-19 once. Users own the app forever. No renewals, no email reminders.
What we measured: 0.5-1.5% of new installs purchase. Reviews are dramatically better - fewer 'didn't realize it was a subscription' complaints. Long-tail revenue is flat (no renewals) but goodwill compounds across our catalog.
What we'd do across apps
Looking at totals over 18 months, the subscription apps generated 2.5-3x the revenue of comparable lifetime apps. The lifetime apps had a higher average rating, fewer support emails, and were referenced more often in 'no-subscription apps' lists.
Both patterns are sustainable. The subscription numbers, though, only work if you actively maintain the app - adding features, fixing bugs, communicating value. A lifetime app can be left alone for a year without the same churn pressure.
The hybrid: lifetime + monthly
A few of our apps offer both: a $19 lifetime unlock and a $1.99/month subscription. The monthly captures users who don't want to commit; the lifetime captures believers.
Conversion isn't additive - total subscribers + lifetime buyers is roughly the same as either alone - but the mix gives users genuine choice. We see this in Pastin and it's quietly our highest-LTV pattern.
Pick by what you can sustain
If you'll keep shipping updates and supporting the app for years, subscription is the right model and you'll resent the lifetime decision.
If you've shipped a small focused tool that's 'done' and won't change much, lifetime is the right model and subscription will feel like extraction. Match model to app's actual roadmap, not to what other indie devs are doing on Twitter.