MacPaw Pulls the Plug on SetApp Mobile App Marketplace

MacPaw is shutting down its SetApp Mobile marketplace effective February 16, 2026, marking the end of an experimental alternative iOS app store in the European Union. The service, launched in open beta just 18 months ago in September 2024, couldn't overcome what MacPaw describes as "still-evolving and complex business terms" incompatible with its subscription model.

EU users who accessed iOS apps through SetApp Mobile will lose all functionality after the shutdown date. MacPaw advises subscribers to back up data from these apps before service termination. The company's established Mac app store remains unaffected.

Developer reactions reveal deeper industry tensions. Steve Troughton-Smith characterized the closure as evidence that "Apple's DMA implementation never actually met its obligations," citing deterrents like the Core Technology Fee that discouraged developer participation in alternative marketplaces. Michael Tsai draws parallels with BrowserEngineKit's struggles, noting Apple will likely frame low adoption as proof that customers prefer its ecosystem.

This outcome underscores a fundamental disconnect between regulatory objectives and market reality. EU legislation compelled Apple to enable third-party marketplaces, but cannot mandate developer adoption or user interest. The Core Technology Fee isn't the primary obstacle—rather, there's minimal consumer demand for alternative iOS app sources. iPhone owners show little interest in marketplace alternatives, just as they remain indifferent to third-party browser engines.

Regulatory efforts stem from competitor complaints (Meta, Spotify) and ideological objections to closed platforms, not grassroots user advocacy. Without popular support, these mandated features become compliance checkboxes rather than viable services. Apple's approach reflects this reality: They implemented minimally viable solutions knowing most users wouldn't care whether alternatives existed.

The SetApp Mobile experiment demonstrates that successful platforms require organic demand. Legislation can force technical possibilities into existence, but cannot create the user enthusiasm or developer commitment needed for sustainability. For alternative marketplaces to thrive, proponents must first convince millions of iPhone users why they should want them—a challenge far more complex than regulatory compliance.

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