Apple Blames EU ‘Delay Tactics’ for Alternative App Store Failures
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Apple is hitting back at the European Commission, accusing regulators of using “political delay tactics” to stall the company’s compliance efforts and leave it open to further fines.
The escalation comes as Ukraine-based developer MacPaw prepares to shut down its alternative iPhone app marketplace, Setapp Mobile, in the European Union, citing “still-evolving and complex business terms” that have left it in an unprofitable proposition.
In an attempt to proactively head off what’s believed to be a looming action by the European Commission, Apple provided a statement to Bloomberg’s Mark Gurman, suggesting that the issue is more complicated than implied by MacPaw’s departure announcement.
The European Commission has refused to let us implement the very changes that they requested. In October, we submitted a formal compliance plan and they have yet to respond. The EC is using political delay tactics to mislead the public, move the goal posts, and unfairly target an American company with burdensome investigations and onerous fines.
Apple statement to Bloomberg
MacPaw plans to shut down Setapp Mobile in the EU on February 16, 2026 due to Apple’s rather complex fee structure in Europe, which applies to third-party app marketplaces, as well as the apps that are distributed through them. Apple was forced to allow alternative app marketplaces in the EU in early 2024 as a result of the new Digital Markets Act (DMA).
Bloomberg says the European Commission is preparing to blame Apple for MacPaw’s decision to shut down the EU Setapp marketplace. Information viewed by the publication indicates that the EC plans to say, “Apple has not rolled out changes to address the key issues concerning its business terms, including their complexity.”
However, Apple says it hasn’t been able to simplify its alternative app stores business terms in the European Union as it had planned due to the European Commission’s reluctance to allow it to implement the necessary changes.
Apple implies that the real reason MacPaw is shutting down its Setapp alternative app marketplace is because there is “no demand” for alternative app marketplaces in the European region, pointing out that third-party stores have existed on Android for years but still represent only a tiny fraction of total downloads. Last year, Apple also sponsored a study that showed the DMA hadn’t resulted in lower app prices.
Alternative app marketplaces are a relatively new experience for EU users in the wake of the DMA. Currently five alternative app shops are available in the EU, with the Epic Games Store and AltStore PAL the most prominent.
These alternative app marketplaces face several challenges, not the least of which is the requirement to deal with Apple’s controversial Core Technology Fee (CTF), which applies to apps not offered through the official Apple App Store. While this initially required all developers to pay 0.50 Euros each time an app was installed in a calendar year after the one millionth install, Apple was forced to rethink that approach after developers of free apps raised concerns about going bankrupt if their apps went viral.
The iPhone maker plans to transition the CTF to a flat 5% on the sale of digital goods and services. However, while it launched that right out of the gate in Japan, which also mandated Apple allow third-party app marketplaces in December, it claims that’s one of the things EU regulators are stalling on. Still, while the new fee structure may be more balanced, it adds an additional bookkeeping burden on developers that goes beyond the raw Euros being handed over to Apple.
The Future of SetApp for iOS
EU users who installed iOS apps through Setapp’s subscription store have been warned that those apps will be removed from the platform following the February 16 shutdown date. Users should back up any important data before the termination, as the apps will no longer be available once the shutdown occurs.
Mac users are assured that Setapp’s separate subscription-based Mac app store will continue to operate as normal. Setapp also offers a subcription-based Mac app marketplace in the United States, as Apple’s rules for how developers deliver Mac apps to users are nowhere as strict as its rules for iPhone and iPad apps.
