Selling
Should I sell my app or keep it? 9 questions that make the decision easier
Short answer
Should I sell my app? Sell if the price you’d get is worth more to you than the income you’d keep, after counting your time, the risk that revenue drops, and what you could build instead. Selling usually makes sense when revenue is stable or growing but your attention is elsewhere, when the app needs skills you don’t want to learn, or when a lump sum changes your life more than a monthly trickle. Keep it if it’s growing with little effort and you enjoy running it.
Thinking of selling? Send me the store link and rough numbers; I usually reply within a few hours, with no fees for you. Send me your app
Is selling worth more than keeping the income?
Selling is worth it when a lump sum of one to four years of profit is worth more to you than collecting that profit month by month, with all the risk and work that comes with it. Apps typically sell for about 1–4x annual profit (RevenueCat gives 1–3x, Empire Flippers about 1.5–4x; checked September 2026), and small apps tend to sit at the lower end of that range.
| If you keep it… | If you sell it… |
|---|---|
| Income continues, if revenue holds | Cash now, no revenue risk |
| Your time: support, updates, iOS changes | Your time back for the next thing |
| Upside if it grows | Upside goes to the buyer |
| Risk: platform changes, competitors, lost rankings | Risk moves to the buyer |
To put a number on your side of the table, start with how much is my app worth.
What should I ask myself before selling?
These nine questions cover time, trend, risk and money: the things that actually decide it.
- How many hours a week does the app really take? If it’s “a few, but they drain me,” that’s a real cost.
- What’s the trend over the last 6–12 months? Selling while it’s stable or growing gets the best price. Waiting through a decline costs you twice.
- What would you build with the time and money? The opportunity cost is often the deciding factor.
- Does the app need skills you don’t want to learn? Paid acquisition, ASO, localization and pricing tests are exactly what a buyer can bring.
- How exposed is it? One keyword, one country, one ad channel, one old SDK: concentration risk is a reason to sell sooner.
- Would a lump sum change something for you? Paying off debt, funding a new product, or simply security.
- Do you still enjoy it? If yes, and it’s growing, keeping it can be the right call.
- Is a platform change coming that you don’t want to deal with, like a new iOS requirement, a deprecated API?
- What would the app be worth today? Get a real number before deciding. Try the valuation calculator, then ask a buyer.
When is it a good time to sell an app?
The best time to sell an app is while revenue is stable or rising, before a known risk shows up in the numbers. Signs it’s time:
- Revenue has been stable or rising for six months or more.
- You’ve stopped actively improving the app.
- You have a clear next project and not enough time for both.
- The app still ranks well in App Store search.
When should I keep my app?
Keep your app if it’s growing with little effort, or if a recent change hasn’t shown up in the numbers yet.
- It’s growing quickly with little effort from you.
- You’ve just made a change (pricing, paywall, new market) that hasn’t reached the numbers yet. Wait a few months so the price reflects it.
- You genuinely enjoy running it and it isn’t blocking anything else.
- It’s very new. Most buyers, me included, want to see at least 6 months of steady revenue before making an offer.
What is a good exit strategy for an app?
A good exit strategy for an app is to get it sale-ready long before you want to sell, so you can pick the moment instead of being forced into it.
- Keep clean numbers. Separate app costs from personal ones and keep 12–24 months of revenue and profit easy to show.
- Reduce founder dependence. Document how to build, release and run the app; the less it needs you, the higher the multiple.
- Sell before the decline. A stable or rising trend gets the best price; buyers see a falling trend in the first five minutes.
- Know your options. Marketplace, broker or direct buyer: each trades speed, privacy and fees differently. The full process is in how to sell an app.
Should I sell my app or shut it down?
If your app has revenue or real users, selling almost always beats shutting it down: you get paid, your users keep their app, and your work keeps living. Shutting down makes sense only when there’s no revenue, no users and nothing a buyer could build on.
If the app is small, a sale is still usually possible. See selling a small app. To be honest about my side: I buy apps from about $10K to $1M+ that have been live for at least 6 months with steady revenue, so for a tiny or brand-new app I’m probably not your buyer. Small-project marketplaces such as Microns or TrustMRR are a better first stop.
Can I get a number before I decide?
Getting an offer doesn’t commit you to selling. Many founders ask for a valuation just to know the number. I’m happy to look at your app and tell you what I’d pay, and if I think you should keep it, I’ll say so.
Frequently asked questions
When is the best time to sell an app?
While revenue is stable or growing, and before a known risk (a platform change, an expiring SDK, falling rankings) hits the numbers.
How do I find out what my app is worth before deciding?
Start with a rough range from the free app valuation calculator, compare it with published multiples in how much is my app worth, then ask a buyer for a real number.
Does asking for an offer commit me to selling?
No. A valuation or offer is information. You decide whether to go ahead.
How long does it take to sell an app?
With a direct buyer and organized numbers, about 14 days from the first message to a closed deal, including the offer, checks, escrow and the App Store transfer. Marketplace listings usually take longer.