App Store Subscription Revenue & Funnel Simulator

Unit economics, retention decay curves & Apple commission tier modeling

Presets:

M12 Gross MRR $0 Monthly run rate

M12 Developer Net MRR $0 After Apple commission

CAC Payback Period 0 Mos Ad spend break-even

Estimated LTV / CAC 0.0x 12-Month LTV: $0

Funnel Inputs

Monthly Store Downloads 12,000

Paywall Impression Rate 65%

Trial / Install Conversion 8.5%

Monthly Price ($) $7.99

Unit Acquisition & Fees

Monthly Ad Spend ($) $5,000

Target CAC ($) $4.50

Apple Fee Structure

15% (Small Biz) 30% (Standard)

Cohort Retention Decay

Month 1 Retention 42%

Month 6 Retention 24%

M12 Net MRR: $0 12M Cumulative Profit: $0

12-Month Cohort Trajectory Breakdown

Month	New Paid Subs	Active Subscribers	Gross MRR	Developer Net MRR	Ad Spend	Net Profit / Loss

Simulating Subscription Payback and Retention Curves

Read the explanation

Every month, store downloads convert through the paywall and paid acquisition into a baseline cohort of new paying subscribers. Subscribers decay following a fitted power law retention curve, stacking monthly cohorts into growing cumulative active subscriber pools. Toggling Apple's fee from thirty percent down to fifteen percent directly shifts developer take-home revenue, shortening the customer acquisition payback period.

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