What Was Setapp Mobile?

Setapp Mobile was a subscription‑based app marketplace that let iPhone users download dozens of curated tools for a single monthly fee. Launched by Ukrainian software company MacPaw, it promised a Netflix‑style experience for productivity, creativity, and utility apps, all housed in a separate store that Apple was forced to allow under the EU’s Digital Markets Act (DMA).

Why It Failed to Take Off

The DMA, which came into effect in 2024, required Apple to open its iOS platform to third‑party app stores. That sounded like a game‑changer for developers hoping to break Apple’s monopoly, but the reality was harsher. Most iPhone users are deeply entrenched in the Apple App Store, where their purchases, updates, and payment methods are already stored. Convincing them to switch to a new, subscription‑only catalog proved far tougher than any regulation could imagine.

MacPaw’s Setapp Mobile struggled to attract a critical mass of users. While the service offered a sleek library of apps, it faced the same friction points as any newcomer: limited visibility, the need to educate users about a different payment model, and competition from free alternatives that already thrived on Apple’s platform.

The Sudden Shutdown

On a support page dated late January 2026, MacPaw posted a stark notice:

Important: Setapp Mobile sunset notice

Setapp Mobile is scheduled to sunset on February 16, 2026, due to still‑evolving and complex business terms that don’t fit Setapp’s current business model.

In plain terms, the company said the economics of running a third‑party store no longer made sense. Existing subscribers will lose access to all the apps they downloaded through Setapp Mobile after the February 16 deadline. The company urges users to back up any important data and consider alternative solutions before the cut‑off date.

What This Means for Users

If you’re currently paying for Setapp Mobile, you have roughly a month to transition. Here’s a quick checklist:

1. Export your data – Some apps store files locally; make sure you back them up to iCloud or another service.
2. Find replacements – Most of the popular apps in Setapp’s catalog are also available individually on the Apple App Store. Look for free or one‑time‑purchase versions.
3. Cancel your subscription – To avoid future charges, go to Settings → Your Apple ID → Subscriptions and turn off Setapp Mobile.

Missing the deadline means you’ll lose access to the entire suite, and you won’t be able to retrieve any content stored only within those apps.

The Bigger Picture

Setapp Mobile’s demise sends a clear signal to the tech industry: regulatory pressure alone won’t create a thriving ecosystem of alternative app stores. User habits, network effects, and the economics of subscription models still dominate.

For Apple, the shutdown may relieve some of the friction caused by supporting a third‑party store that wasn’t gaining traction. For developers, it’s a cautionary tale about building a business model that hinges on regulatory changes rather than organic demand.

Ultimately, the end of Setapp Mobile is a reminder that innovation must align with genuine user needs. While the DMA opened doors, the market still decides which doors stay open.

Stay ahead of the curve: Keep an eye on how other third‑party stores adapt, and always have a backup plan for the apps you rely on.