The landscape of iOS app distribution is facing another shake-up as Setapp Mobile, MacPaw’s ambitious alternative app store for European users, prepares to cease operations. Effective February 16, 2026, the platform will shut down, leaving users without access to their subscribed applications and raising questions about the viability of third-party app marketplaces in the EU.
Setapp Mobile’s Brief Stint in the EU Market
Setapp Mobile emerged as a promising contender in the wake of the European Union’s Digital Markets Act (DMA), a landmark regulation designed to foster competition by compelling tech giants like Apple to open up their ecosystems. MacPaw, the Ukrainian developer renowned for its subscription-based Setapp desktop service, launched Setapp Mobile with the vision of creating a new app ecosystem where both developers and users could thrive.
However, despite the regulatory push, the journey for alternative app stores has proven arduous. While the DMA mandated Apple to permit third-party app installations, it couldn’t guarantee user adoption or fully dismantle the complex barriers to entry that still exist.
The Official Announcement and User Impact
MacPaw confirmed the impending shutdown on a support page, citing “still-evolving and complex business terms that don’t fit Setapp’s current business model.” This decision means that all Setapp Mobile apps will be removed from the platform on the specified date, and users are strongly advised to transfer any critical data in advance, as it will become inaccessible post-sunset.
A Statement from MacPaw’s CEO
Oleksandr Kosovan, CEO of MacPaw, shared insights with The Verge, reflecting on the project’s ambition:
“Setapp Mobile was a bold, breakthrough project that aimed to provide EU iOS users with access to alternative app marketplaces – creating a new app ecosystem where both developers and users could thrive. We are proud of what we have accomplished with it over the past two years and still believe passionately in this vision.”
He further elaborated on the commercial realities:
“As a result of still-evolving commercial conditions, we have determined that it is not viable to continue development or support for Setapp Mobile within Setapp’s current business model.”
Despite the disappointment, MacPaw is already looking ahead, planning to focus on other innovations, including Eney, an AI assistant native to macOS, and new enhancements for Setapp Desktop.
The Broader Challenge for Alternative App Stores
Setapp Mobile’s closure underscores the significant hurdles faced by alternative app stores in the EU. While platforms like AltStore PAL and the Epic Games Store continue to operate, they contend with an environment where Apple, despite DMA compliance, still presents considerable challenges for installing apps outside its official App Store. These difficulties range from complex technical requirements to the inherent inertia of user habits deeply ingrained in the established ecosystem.
The promise of a truly open iOS app market, envisioned by the DMA, remains a work in progress. Setapp Mobile’s departure serves as a stark reminder that regulatory changes alone may not be enough to reshape deeply entrenched industry dynamics without sustained effort and perhaps further legislative refinement.
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