# Madewell vs Theory

The clearest difference is monetization model: Madewell at free against Theory's free with in-app purchases. Madewell also leads on ratings volume (26K vs 912) and update cadence (fortnightly vs every 2 months). Theory's advantage is iOS requirement (15.1 vs 17.0). On price, rating, review sentiment and ads there is nothing between them.

Both are free to download. Neither carries in-app purchases, so what you see is what you pay.

On the App Store both sit at effectively the same score — 4.8 for Madewell against 4.6 for Theory. That said, the two scores are not equally well evidenced: Madewell has 26K ratings behind it against 912, so its average is the more settled of the two. Written reviews are what separate them: 11% of Madewell's written reviews are positive against 18% of Theory's.

Madewell ships an update fortnightly, Theory every 2 months. The most recent releases landed on October 26, 2026 and October 22, 2026 respectively.

## The numbers

| Metric | Madewell | Theory |
| --- | --- | --- |
| Price | Free | Free |
| Rating | **[4.8 (26K ratings)](https://appshunter.io/ios/app/madewell/id1545013661/reviews)** | [4.6 (912 ratings)](https://appshunter.io/ios/app/theory/id1573300770/reviews) |
| Number of ratings | **26K** | 912 |
| Positive reviews | 10.5% of reviews | **17.7% of reviews** |
| In-app purchases | No | No |
| Ads | Yes | Yes |
| Update frequency | **Fortnightly** | Every 2 months |
| Monetization | **Free** | Free with in-app purchases |
| Size | 155 MB | 33 MB |
| Requires iOS | 17.0 | **15.1** |
| Devices | iPhone | **iPhone, iPod** |
| Age rating | 4+ | 4+ |
| Developer | [JCrew Group INC](https://appshunter.io/developer/1454170923) | [Theory LLC](https://appshunter.io/developer/1573300772) |

## What reviewers say

### Madewell

[App page](https://appshunter.io/ios/app/madewell/id1545013661)

Explore the latest fashion, including denim and essentials. Shop new arrivals, save favorites, and discover exclusive content. Track your loyalty program benefits and order history.

**Highlights:** Shop latest denim and essentials, Discover editorials and collaborations, Save favorite styles, Track Insider benefits and status, View order history, Earn points and unlock rewards

**Features:** Vision Pro support

**In-app purchases:** none

**What reviewers like**

- 💻 Great styles
- 🛒 Convenient app for shopping

**What reviewers complain about**

- 🐛 Glitchy and buggy app
- 🔍 Inconsistent filtering and search
- 🔑 Login and account issues
- 🛒 Cart and order issues
- 🔍 Slow loading and performance

**Reported bugs**

- App freezes and crashes
- Items disappear from cart
- Rewards not applying correctly
- Inconsistent login experience

**Requested features**

- Sync app and website data
- Improve account management
- Streamline checkout process
- Enhance filtering and search


### Theory

[App page](https://appshunter.io/ios/app/theory/id1573300770)

Explore the latest fashion collections and shop exclusive styles from a renowned contemporary brand. Save desired items with a one-tap Wish List and receive timely updates on new arrivals and sales through push notifications.

**Highlights:** Discover collections, Shop exclusive styles, Save items to Wish List, Check order status, Find store locations, Receive sale notifications

**Features:** macOS Compatibility, Vision Pro support

**In-app purchases:** none

**What reviewers like**

- 🚀 Fast and easy to navigate
- 👍 Intuitive and user-friendly
- 💡 Useful features like wishlist and in-app discounts

**What reviewers complain about**

- 🐛 Frequent crashes and glitches
- ⏱️ Slow loading times and performance issues
- 🔍 Inconsistent search and filtering functionality
- 🔑 Difficulty signing in and account management
- 💰 Promo codes and discounts not working as expected

**Reported bugs**

- Cart items disappearing or unable to remove
- Inability to complete purchases due to app issues
- Inconsistent behavior when navigating between screens
- Compatibility problems with newer devices and OS versions

**Requested features**

- Improve account management and sync across devices
- Enhance search and filtering capabilities
- Optimize performance and reduce loading times
- Provide a more seamless and reliable checkout process
- Offer more personalization and customization options


## Frequently asked questions

### Is Madewell free?

Madewell is free to download, with no in-app purchases.

### Is Theory free?

Theory is free to download, with no in-app purchases.

### Which has better reviews, Madewell or Theory?

Madewell is rated higher. Madewell averages 4.8 out of 5 from 26K ratings, while Theory averages 4.6 from 912 ratings.

### Do Madewell or Theory have ads?

Both Madewell and Theory show ads.

### Which is updated more often, Madewell or Theory?

Madewell ships an update fortnightly, and Theory every 2 months. Most recently, Madewell was updated on October 26, 2026 and Theory on October 22, 2026.

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*Compared by [AppsHunter](https://appshunter.io/) from daily US App Store data. Review summaries are generated from verbatim App Store reviews.*