Apple, Google, Setapp, and past

The Apple App Retailer and Google Play Retailer are the defaults, however defaults aren’t all the time one of the best match. The EU’s Digital Markets Act, the rise of curated app subscriptions, and a brand new wave of privacy-focused shops have modified how builders distribute apps and the way customers discover them.

I’ve frolicked throughout just about each main retailer, and this information covers those really price understanding in 2026: what they do nicely, the place they fall brief, and which one matches your setup.

Why use another app retailer?

Customers, builders, and entrepreneurs immediately are trying past the App Retailer and Google Play for a number of causes.

For builders:

• Develop attain and monetisation past the apparent channels.
• Get extra pleasant revenue-sharing fashions. E.g., Apple’s 15-30% reduce vs Setapp’s as much as 90% mannequin.
• Acquire management over distribution with out adapting to stringent guidelines and assessment processes.
• Acquire monetisation flexibility past in-app purchases and paid downloads.

For customers:

• To get apps that aren’t revealed on mainstream shops attributable to strict tips or area of interest audiences.
• Save considerably through various app shops with free apps or various cost choices like Setapp’s all-in-one macOS and iOS subscription.

Finest shops for apps at a look

Completely different shops function utilizing different fashions and goal totally different customers, and right here’s an outline of one of the best ones:

Apple App Retailer: For ecosystem integration

Finest for: Builders focusing on iPhone, iPad, and Mac customers who count on a cultured, trusted expertise.

The App Retailer is the primary app retailer for Macs, iPhones, and iPads. It at present has over 2.4 million apps, which makes it the second-largest market after Google’s. 

One factor the App Retailer is understood for is its strict analysis standards. Apple nonetheless critiques every app manually and has set out strict tips that every one builders should observe. It’s what makes it one of many most secure shops, however it is a ache for builders. The foundations have a tendency to limit options, and the handbook course of typically signifies that apps take a very long time to be revealed or just up to date.

Nonetheless, now that the EU has the DMA (Digital Markets Act), Apple has no various however to permit various shops within the area.

Professionals:

• The strict assessment enhances app high quality and safety
• Consumer expertise is basically constant throughout apps
• Builders take pleasure in comparatively increased belief and expenditure
• Has each iOS and macOS variations

Cons:

• Some options can’t make it previous the assessment course of
• Releases and updates are comparatively slower

Setapp: For predictable income on Mac and iOS

Finest for: macOS and iOS builders who need a predictable income stream and a paying, quality-focused viewers with out exclusivity necessities.

Setapp takes a special strategy to app distribution. As an alternative of competing for visibility in a market of thousands and thousands, your app will get positioned in a curated assortment of 250+ instruments that subscribers actively use. You get publicity with out the noise.

There are two methods to checklist on Setapp. Setapp Membership places your app in entrance of subscribers who pay a flat month-to-month charge — your income is tied to utilization, not one-time purchases or seasonal spikes. Setapp Market lets customers purchase or subscribe to your app individually, with Setapp dealing with billing, taxes, and cost infrastructure.

Setapp shares as much as 90% of its income with builders, in comparison with Apple’s 70–85%. App assessment is quick, and there is no exclusivity: you retain your App Retailer itemizing working in parallel.

“The one metric that I care about is income. First month I joined Setapp, Session made precisely the quantity I promised myself to stop all job/contract work” — Philip Younger Gunawan, Session developer.

“The income from Setapp tends to be very secure and dependable. Now I’m certain I can maintain engaged on Timing long-term,” — Daniel Alm, Timing founder. 

Professionals:

• Two distribution fashions: Membership (subscription bundle) and Market (per-app gross sales)
• Predictable month-to-month income stream — not depending on launch cycles or seasonal spikes
• Setapp handles billing, taxes, and cost infrastructure
• Quick app assessment 
• No exclusivity: checklist on the App Retailer and Setapp concurrently
• Entry to a high-intent, paying viewers that actively makes use of productiveness software program
• Apps are manually curated, which implies much less noise and higher discoverability

Cons:

• {The catalogue} is smaller in comparison with mainstream app shops

Right here you’ll be able to be taught extra about how Setapp picks one of the best apps for the platform. 

Google Play Retailer: For max attain on Android

Finest for: Builders focusing on the widest doable Android viewers.

The Google Play Retailer has a commendable 2.3M+ apps and is out there on each Android smartphone and pill exterior China (and Huawei units).

The massive app checklist makes it the go-to market for Android customers. Nonetheless, that additionally introduces just a few challenges. The primary one is that Google can’t actually go over each app manually. It depends on automated checks for each apps and updates. This makes distribution sooner, but it surely has additionally subjected the shop to a number of malware incidents. Customers additionally get a much less cohesive app expertise than with Setapp or the Apple App Retailer.

Income share is much like Apple’s: 15% for the primary $1M yearly, then 30%.

Professionals:

• Largest app choice for Android units
• Sooner and extra versatile approval course of
• Gives a broader attain for builders

Cons:

• App high quality can differ considerably
• Discovery is very aggressive attributable to quantity

Amazon Appstore: For Fireplace TV and Fireplace pill customers

Finest for: Builders focusing on Fireplace TV, Fireplace pill, and Kindle customers.

The Amazon Appstore comes put in on Fireplace TV units and Fireplace tablets. There’s additionally a Kindle Retailer model, however this one solely focuses on books.

Some time again, the shop grew to become well-liked even amongst Android customers attributable to its rotation of free every day apps. This system was later discontinued, and the Android model of the shop additionally reached its finish of life in 2025. Amazon determined to focus by itself lineup.

The Amazon Retailer solely has about 500k apps, however customers can nonetheless set up Android apps by sideloading. If you’re a developer, you’ll be able to publish there to succeed in Fireplace TV and Fireplace pill customers simply. 

Professionals:

• It’s already put in on Fireplace TV units and tablets
• The apps are optimised for the precise units
• Makes it simple to find new apps

Cons:

• The attain is proscribed to Amazon gadget customers
• The app choice is considerably small

Samsung Galaxy Retailer: For Samsung-exclusive apps and options

Finest for: Builders optimising apps for Samsung {hardware} and equipment.

The Samsung Galaxy Retailer is constructed into the varied Samsung smartphones and tablets. The distinctive factor about it’s that it’s not making an attempt to compete with the Google Play Retailer, which can be pre-installed on the units. As an alternative, it simply needs to assist Galaxy customers get essentially the most out of their units.

It consists of some Samsung-exclusive apps and utilities, resembling Good Lock. These supply options past what you may get on normal Android units. If you’re a developer, you too can use the shop to optimise your apps for equipment just like the S Pen. In any other case, it’s nonetheless an additional channel for reaching customers, and it’s really one with much less direct competitors.

Professionals:

• Entry to apps with Samsung-only apps and options
• Much less crowded than main app marketplaces
• Constructed-in on all Samsung units

Cons:

• A smaller app library in comparison with the Play Retailer
• Solely meant for Galaxy units

F-Droid: For open-source, privacy-first Android apps

Finest for: Open-source Android builders who need a privacy-focused distribution channel.

F-Droid is run by volunteers and exists to offer customers a privacy-friendly various to Google Play. All apps have to be free and open-source — their supply code is publicly out there for audit. There are not any charges and no accounts required.

For builders, it is a area of interest channel however a reputable one. F-Droid customers are technically savvy and privacy-conscious — a worthwhile viewers in case your app aligns with these values. The shop flags “anti-features” like adverts and trackers, so apps that keep away from these are typically well-received.

Professionals:

• All apps are free and open-source
• You don’t want an account
• Has a robust privateness stance with auditable code

Cons:

• Smaller catalogue in comparison with opponents
• No business apps
• The interface is outdated

Microsoft Retailer: For verified app downloads on Home windows 11

Finest for: Home windows builders who need a trusted, verified distribution channel.

I’m one of many individuals who by no means actually used the Microsoft Retailer, as I all the time thought it lacked apps, and those it did supply have been toned down. And generally, I’d obtain an app, solely to wish to obtain its recordsdata individually.

Nonetheless, that has modified with a latest Home windows 11 replace. It’s now extra of an open retailer, as builders now not have to make use of the shop’s proprietary packaging (UWP). 

This implies you can now distribute or obtain unmodified Win32 apps (.exe and .msi). Builders even have freedom when updating apps inside the retailer, as they don’t have to attend for approvals to replace some apps. It could not eradicate the recognition of direct downloads from developer web sites, but it surely’s a transfer in the appropriate route because it makes Home windows app set up safer.

Professionals:

• Now helps Win32 apps
• Safer than random downloads
• It’s now extra business-friendly

Cons:

• Nonetheless enjoying catch-up within the catalogue
• Not but a behavior for many Home windows customers

App shops in 2026: the correct mix beats any single platform

No single app retailer covers all the things, and that is fantastic. The correct distribution technique relies on your platform, viewers, and income targets.

For macOS and iOS builders, the sensible reply is a mixture: the App Retailer for baseline attain, and Setapp for a extra predictable, higher-margin income stream alongside it. For Android builders, Google Play is the inspiration — the Samsung Galaxy Retailer and Amazon Appstore are price including in case your app matches these audiences.

For those who’re a macOS or iOS developer, Setapp affords two methods in. Setapp Membership places your app in entrance of 250+ curated instruments subscribers already pay for month-to-month. Setapp Market lets customers purchase or subscribe to your app individually. Each fashions run alongside the App Retailer — no exclusivity required.

Prepared so as to add a brand new income channel? Be part of Setapp now!