Marques Brownlee, the renowned tech YouTuber known as MKBHD, has announced the impending shutdown of his phone wallpaper app, Panels. Launched in September 2024, the app will officially cease operations on December 31, 2025, after struggling to establish a sustainable audience and fulfill its initial vision.
Brownlee, who commands a YouTube following of over 20 million, ventured into app development inspired by a consistent demand from his viewers. Fans frequently inquired about the stunning wallpapers and lock screens featured in his phone, tablet, and computer reviews. He noted that a common Google search query related to his channel was "where does mkbhd get his wallpapers."
Panels aimed to capitalize on this demand by partnering with artists to offer distinct, high-resolution wallpapers. Users could access these premium designs through a subscription model, priced at $50 per year or $12 per month, with artists receiving a share of the revenue. However, Brownlee acknowledged the inherent challenge of convincing consumers to pay for wallpapers—a digital commodity widely available for free online.
“We knew it was niche, but we made mistakes in making our first app, and ultimately, we weren’t able to turn it into the vision I had,” Brownlee stated in an unlisted YouTube video. In a blog post, he further elaborated that changes in the development team's composition hindered his ability to find the right collaborators to scale the app.
Despite Brownlee's considerable influence, which propelled Panels to the #1 spot on both iOS and Google Play photo app charts during its launch month, the app couldn't maintain its initial momentum. According to app intelligence firm Appfigures, Panels accumulated approximately 900,000 lifetime downloads and generated around $95,000 in consumer spending across both platforms. However, its performance significantly declined, with only 3,000 downloads and $500 in consumer spending recorded last month, falling below the threshold for ranking on U.S. app stores. Panels' own disclosures indicate that users downloaded over 2 million wallpapers from the platform during its operational period.
Panels will initiate refunds for users with active annual subscriptions as the app officially closes on December 31, 2025. The company's blog post provides details on how customers can expedite their refund process. Following the shutdown, all user data will be permanently deleted. In a move aimed at fostering community development, Panels plans to open-source its app code, allowing other developers to build upon its foundation if they choose.
