One of the earliest app stores to launch in the EU under the new Digital Markets Act (DMA) is closing down. Setapp Mobile, operated by Ukrainian developer MacPaw, began offering a subscription-based alternative to Apple’s App Store in September 2024. The service allowed EU-based Apple ID holders to access dozens of mobile apps for $9.99 per month.
Why This Matters
The shutdown of Setapp Mobile highlights a growing tension between Apple’s revised fee structure and the viability of alternative app stores in the EU. The DMA was intended to foster competition, but Apple’s response has instead created a complex, unpredictable financial landscape for developers. This outcome suggests that regulatory changes alone may not guarantee a truly open app ecosystem.
Apple’s Complicated Fees
The primary reason for Setapp Mobile’s closure is Apple’s evolving business terms, particularly the controversial Core Technology Fee (CTF). This fee charges developers €0.50 for each annual install exceeding one million, adding significant costs for popular apps.
Apple modified its fee structure to avoid DMA penalties, but instead of simplification, it introduced greater complexity. This makes long-term planning and monetization extremely difficult for alternative app stores.
Setapp’s Statement
In a statement to TechCrunch, Setapp explained that the changing commercial conditions made its business model unsustainable:
Setapp Mobile was a bold, breakthrough project that aimed to provide EU iOS users with access to alternative app marketplaces… 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.
The company confirmed that its desktop app service will remain unaffected.
The Future of Alternative App Stores
Setapp Mobile’s failure raises questions about whether other alternative app stores in the EU can survive under Apple’s current fee structure. The situation underscores the practical challenges of implementing regulatory change when a dominant tech company retains significant control over market conditions.
The shutdown is scheduled for February 16, 2026, marking the end of one of the first attempts to disrupt Apple’s app store dominance in the EU.
