Who owns Setapp? Everything you need to know & why it matters

In a world full of software, knowing who’s behind the platform matters more than ever. I was cautious at first, but Setapp quickly proved itself. Dozens of useful Mac, iOS, and web apps, all fully unlocked and ad-free 

So, like many other users, one question crept in: Who owns Setapp?

After a quick search, I found that Setapp is owned by MacPaw, a highly reputable software company based in Ukraine. They’ve been around since 2008, and you might already know them from CleanMyMac and various other productivity and privacy tools.

But I’ve done more than just look up the owner. In this article, I’ll walk you through who created Setapp, why it was built, and how MacPaw runs it today.

Who created Setapp and why?

Setapp was created by MacPaw, the company behind CleanMyMac, and launched in 2017.

The Setapp origin story begins with MacPaw’s mission to simplify how Mac users discover and use high-quality apps. With Setapp, users get access to a curated collection of 250+ premium Mac, iOS, and web apps under one flat monthly or yearly subscription. All apps are fully unlocked, ad-free, and updated automatically. No separate licenses or upgrade fees.

This "all-you-can-install" model was designed to simplify productivity on Mac and replace the clutter of one-off purchases with a smarter, more affordable toolkit.

Learn more about the Setapp company info.

What is MacPaw, and what else do they build?

MacPaw is a software company based in Kyiv, Ukraine. It was founded in 2008 by Oleksandr Kosovan (one of the Setapp founders, too), who still serves as CEO. CleanMyMac was the company's first app, and it went on to become a huge success — it’s used on one of five Macs around the world.

Over the years, MacPaw has released 10+ other apps, including:

• ClearVPN — a one-click VPN. It hides your IP address and protects your data from snooping eyes.
• Gemini — a smart tool that accurately identifies duplicate photos and files, then cleans them up.
• Encrypto — a tool that lets you protect files with AES-256 encryption before sending them out.
• CleanMy®Phone — AI-powered iOS cleaner that helps you declutter your iPhone or iPad storage.

One aspect I found impressive about MacPaw apps is that they are all focused on usability, Mac-native design, and lightweight performance. The same philosophy is then carried over to Setapp to ensure there’s no bloat, just apps that power up your Mac and workflow. Plus, most of the MacPaw apps are included in the Setapp subscription plan.

Is Setapp a safe and trustworthy platform?

Setapp is a safe and trustworthy platform. The company behind it, MacPaw, has a long and proven track record, a clear business model, and a commitment to transparency. 

This was one of the biggest questions before I started using Setapp. And considering that the platform majors in utility and productivity apps (they usually need high-level access), it’s a legitimate concern.

Plus, any data collected by Setapp is anonymized and primarily used for revenue distribution. It can’t be used to identify you.

How Setapp picks apps

When it comes to the apps, Setapp has strict criteria for including apps in its catalog:

• The app must be Apple-notarized, ensuring it meets security standards.
• It must be high-quality and fill specific needs not covered by other Setapp apps.
• The apps must be signed with a Developer ID certificate.
• It must be compatible with the latest macOS version.
• Setapp’s security team must vet all new apps and updates.

This means that if you like installing apps that aren’t on the App Store, such as BetterTouchTool, Setapp is actually a safer alternative. Not only does it save you money, it also gives you a secure, well-organized ecosystem for managing both software and storage.

What does the Setapp team stand for?

The team pays great attention to the curation of apps to ensure that all listed apps actually solve real user problems, like organizing photos on Mac. It’s sleek, it's not overwhelming, it’s just right.

Behind the scenes, the Setapp team is guided by a few key principles that align with how most Mac users prefer to work:

• Usefulness over filler. While Setapp adds new apps regularly, each has to earn its spot by solving real-user problems not solved by other Setapp apps.
• Respect for users. It’s almost the only app platform that hates ads, limited versions, and upgrade fees. Even the Setapp free trial has no limits on the number of apps or features you can use.
• Developer support. Indie developers also get a chance to earn fairly based on app usage.
• Polish and clarity. The entire platform reflects MacPaw’s commitment to clean interfaces and user-friendliness.

Besides this, the team also focuses on improving the Apple ecosystem as a whole. While it majors on Mac apps, it also provides iOS equivalents and standalones you can install on your iPhone or iPad. 

For example, Ulysses, one of the most popular Mac writing apps, also has an iOS version under Setapp. 

There are then apps like Craft and ByDesign, which add a web version.

Check out more about Setapp on iOS.

Final thoughts — What it all means for you as a Mac user

Setapp isn’t just a collection of apps, but a platform built by people who genuinely understand what makes the Mac experience great. But then, subscribing to an all-in-one platform is all about trust, as you are letting it become a key part of your workflow.

The good thing is that Setapp and the company behind it, MacPaw, are highly reputable entities. The company has a long track record, a strong focus on privacy and usability, and a clear commitment to building an ecosystem that benefits both developers and consumers. That foundation gives it an edge and makes Setapp a platform worth trusting. 

To check it out, you can take advantage of the platform’s 7-day free trial and install as many apps as you’d like.

FAQs — Common questions about Setapp’s background

Who owns Setapp?

Setapp is owned by MacPaw, a Ukrainian software company that’s been creating Mac apps since 2008. This is the team behind CleanMyMac, one of the most popular Mac utility tools. The company is trusted and highly regarded by Mac users, and so is Setapp, its Mac software subscription.

Where is Setapp based?

Setapp is based in Kyiv, Ukraine, where MacPaw is headquartered. Despite the incredibly challenging local circumstances in recent years, the company has remained stable and committed to its users and employees.

Is Setapp run by Apple?

Setapp isn’t affiliated with Apple in any way. It’s an independent platform created by a third-party developer (MacPaw) to simplify the software experience on Mac. That independence gives it the freedom to work with a wide variety of developers and even offer tools that aren’t on the App Store but are notarized by the company. 

Is MacPaw a legitimate company?

MacPaw is a highly reputable company that boasts millions of users globally. It’s been around since 2008, offers secure apps, and is fully transparent on its business model.

Does Setapp support Indie developers?

The platform features lots of apps from Indie developers, and its revenue-sharing model based on usage ensures small developers don’t get drowned out by big names. If the app is good and people actually use it, the developer gets their fair share.

What other products does MacPaw make?

Besides Setapp, MacPaw has built several well-known Mac tools. There’s CleanMyMac, of course, their flagship app for keeping your Mac in top shape. You’ve also got Gemini for clearing duplicates, ClearVPN for private browsing, and handy utilities like Encrypto, The Unarchiver, SpyBuster, and Wallpaper Wizard. One of their newest tools, Eney, is especially exciting – it’s a Mac companion that understands your preferences and how you like to use your Mac, then helps make everything easier. All of them are designed with the MacPaw DNA: clean, intuitive, and built for Mac users who want tools that just work.