Setapp alternative app marketplace launches for iPhones in EU

MacPaw launched its alternative app marketplace, Setapp, for iPhones in the European Union on May 14, 2024. This was possible due to changes in iOS 17.4 that complied with the EU’s Digital Markets Act (DMA). The DMA prevents companies from being the sole source of software downloads.

What is Setapp?

For those unfamiliar, Setapp is a subscription service offered by MacPaw. It allows users access to a curated collection of Mac applications for a monthly fee. The service boasts a diverse range of apps, from productivity tools to creative software, all under one subscription umbrella.


Setapp mobile operates independently of the Apple App Store, offering a distinct app store experience for EU iPhone users. Here’s what sets it apart:

  • Subscription-based model: Echoing its Mac counterpart, Setapp Mobile offers a subscription plan that grants access to a variety of iPhone apps. This simplifies the app acquisition process and potentially reduces costs compared to individual app purchases.
  • Focus on quality curation: MacPaw promises a “carefully selected assortment of apps,” emphasizing categories like productivity, design, lifestyle, and other user-centric functionalities. This curated approach aims to ensure a high standard of user experience within the Setapp Mobile ecosystem.
  • Bypassing the App Store: Unlike traditional app downloads, Setapp Mobile allows users to install apps directly through their platform. This bypasses the Apple App Store review process, potentially offering faster access to new apps, and avoiding potential fees associated with the App Store model.


The launch of Setapp mobile in the EU represents a significant development with the potential to reshape the app distribution landscape.

We are setting a new path for the software industry towards a better and more diverse app ecosystem. This will offer customers more choices and a better overall user experience.

While it’s too early to predict the long-term impact, it opens doors for more competition and potentially fosters a more diverse app ecosystem for iPhone users in the EU.

Moreover, It will be interesting to see how Apple reacts to this development and whether alternative app marketplaces gain traction in other regions. One thing is for sure, EU iPhone users now have a new option to explore, offering greater choice and potentially influencing the future of app distribution.

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