Add Row 
Add 
The Rise and Fall of MKBHD’s Panels App
Tech enthusiasts were captivated when Marques Brownlee, known as MKBHD, launched his wallpaper app Panels in September 2024. Promising stunning, high-resolution images created in collaboration with talented artists, the app soared to the top of the iOS and Google Play charts shortly after its debut. With Brownlee’s credibility as one of the most influential tech YouTubers, clocking in over 20 million subscribers, expectations were sky-high. However, despite initial enthusiasm, Panels faced significant hurdles that ultimately led to its shutdown announcement on December 1, 2025.
One of the primary barriers Panels encountered was its pricing structure. Users were expected to pay $50 annually or $12 monthly for access to its curated selections of wallpapers—a cost many found hard to justify when countless free alternatives abound online. Brownlee acknowledged, “We knew it was niche, but we made mistakes in making our first app.” As downloads and revenue dwindled, reaching only 3,000 downloads and $500 in consumer spending in November, the app's early success became impossible to maintain.
Lessons from a Niche Market
In Brownlee’s own words, the struggles of Panels reveal a larger lesson about entering niche markets, particularly in the tech world where consumers are conditioned to expect free services. With Panels boasting a total of approximately 900,000 downloads and $95,000 in revenue across its lifespan, the financial aspects indicate difficulty in cultivating a paying customer base. As it turns out, convincing users to pay for something as ostensibly simple as phone wallpapers can be a tall order, no matter how attractive the images may be.
Moreover, the app faced operational hurdles, including shifting team dynamics that affected development direction and vision. Brownlee admitted to struggles in finding the right collaborators who shared the app's initial enthusiasm, which ultimately stifled growth. All agreements were canceled, and the team made plans to pivot; Panels will officially shut down with all user data getting destroyed, promising refunds for existing subscriptions. Yet, the source code will be open-sourced, indicating Brownlee’s intent to keep the spirit of the app alive, even in a different form.
What’s Next for Wallpaper Apps?
As we look beyond Panels' closure, it raises questions for similar apps in the market. Like many, they must navigate the challenging waters of providing valuable, paid content versus the prevailing trend of free access. The cyclical nature of app successes and failures during a time of swift technological evolution underscores the importance of adaptability and responsiveness to consumer behavior.
Reflecting on this experience, it’s evident that the tech landscape is continually shifting, and developers must prepare to meet the demands of a discerning user base. For fans of Brownlee and the tech community at large, Panels’ narrative serves as a cautionary tale about the intersection of ambition, market expectations, and the realities of app development.
Write A Comment