MacPaw, a prominent developer of Mac and iOS applications based in Ukraine, has officially launched its innovative mobile app store, Setapp, in response to the European Union’s new Digital Markets Act (DMA). After several months of testing under a closed beta with select users, MacPaw has opened the beta to all users, offering a glimpse into what could be a game-changer in the mobile app marketplace.
Setapp provides users with a collection of over 50 apps spanning productivity, finance, video, photography, and creativity. Some of the standout apps include CleanMyPhone, ClearVPN, Riveo video editor, Awesome Habits tracker, Time Master, BusyCal, Free Your Music, MonAI, Elk currency converter, Ochi focus manager, Bookshelf: Reading Tracker, and AdLock.
Unlike traditional app stores, Setapp operates on a subscription model where users gain access to all available apps for a monthly fee of $9.99, complete with a seven-day trial period. To use Setapp, users must be running iOS 17.4 or later and have an Apple ID associated with an EU member state.
MacPaw was among the first companies to comply with Apple’s DMA guidelines, enabling app distribution through channels other than the official App Store. Although still refining its business model and user experience, MacPaw decided to roll out the initial version of Setapp Mobile as an open beta. Yaroslav Stepanenko, MacPaw’s Director of Marketing, has acknowledged that areas such as user experience, app variety, and app categories need further enhancement. The company aims to balance the number of available apps with the number of users to foster a more effective marketplace.
Historically, MacPaw has focused on Mac applications with several subscription tiers that allow users to download complementary iOS apps. The launch of Setapp Mobile, however, marks the company’s ambitious venture into the iPhone user market within the EU. MacPaw’s objective is to leverage its robust experience in desktop app distribution and adapt it to the iOS ecosystem in compliance with EU regulations.
One of the most debated aspects of Apple’s DMA implementation is the Core Technology Fee (CTF), which requires developers to pay €0.50 for each first annual install after surpassing the one million installs threshold. Regulatory bodies are currently investigating whether Apple’s terms align with DMA standards. MacPaw has yet to determine if it will incur these fees for its diverse app distribution methods.
Other app stores are also venturing into the EU market. In June, Aptoide, a long-standing third-party Android app store, introduced a game store. AltStore PAL offers game emulator Delta alongside other apps supported through Patreon.
The key challenge for these alternative app stores will be to effectively market themselves to a diverse range of users and sustain long-term engagement. While initial interest may be high among users excited to explore new options, the true test will lie in their ability to maintain a loyal user base.
As the landscape continues to evolve, these new app stores could become significant players in the EU’s mobile app market, offering fresh alternatives to the established norms.
