MacPaw, the developer known for its Mac-focused apps, has just made a major move into the iOS space with the open beta launch of its new app store, Setapp Mobile. This comes in response to the European Union’s Digital Markets Act (DMA), which has paved the way for alternative app stores to challenge Apple‘s App Store dominance.

After a few months of testing with a select group of users, MacPaw is now rolling out Setapp Mobile to everyone interested. This new marketplace boasts a range of over 50 apps across categories like productivity, finance, video, photo, and creativity. Among the apps you’ll find are CleanMyPhone, ClearVPN, Riveo video editor, Awesome Habits tracker, and Time Master, just to name a few.

So, what’s the catch? Instead of purchasing apps individually, users will subscribe to Setapp Mobile for $9.99 a month, with a seven-day trial available. To dive in, you’ll need an iOS 17.4 or later device and an Apple ID (now called “Apple Account”) linked to an EU country.

MacPaw was quick to embrace the EU’s DMA regulations, which allow app distribution outside the App Store, but they’re still figuring out the best way to balance the app offerings and user experience. “We see areas of improvement in terms of user experience, number of applications, and categories we offer,” says Yaroslav Stepanenko, MacPaw’s marketing director. “We think there’s a demand for an alternative app store, so we decided to launch it and tune our business model based on user feedback.”

One of the key considerations for MacPaw is the balance between app quantity and user base. They’re aiming to avoid overwhelming users with too many options, which can stifle app discovery for developers. Stepanenko hints that they’re keen on refining the store’s features and expanding their app selection based on how the beta test goes.

MacPaw’s expertise lies in delivering desktop apps, and they’re now eager to translate that success to iOS users across the EU. “We have a really good track record in the desktop space. Now we have to replicate and apply that experience to iOS,” Stepanenko adds.

However, the journey isn’t without its hurdles. The DMA also introduces the Core Technology Fee (CTF), a charge that could impact developers distributing apps via alternative marketplaces. For every app that surpasses one million installs, there’s a €0.50 fee per first annual install. MacPaw has yet to assess how this fee might affect their business.

Aside from MacPaw, other players are entering the EU market as well. Aptoide, a well-known Android app store, recently launched a game store, while AltStore PAL offers game emulators and other niche apps.

The initial buzz around these new app stores could attract users keen to explore different options. However, the real challenge will be maintaining that interest and persuading users to stick with these alternative marketplaces over the long haul.