MKBHD's Panels Wallpaper App Shutting Down

Panels App to Cease Operations

Marques Brownlee, the popular tech reviewer known as MKBHD, revealed on Monday the impending closure of his phone wallpaper application, Panels.

Initial Expectations and Challenges

Given Brownlee’s considerable influence – boasting over 20 million YouTube followers and a reputation for insightful tech analysis – there was significant anticipation surrounding his venture into app development. Some observers even attributed the difficulties faced by companies like Humane AI and Fisker, in part, to his critical reviews.

However, despite launching in September 2024, Panels struggled to establish a substantial user base. Brownlee acknowledged that while the concept was inherently niche, initial development missteps hindered its potential.

Reasons for Shutdown

In an unlisted YouTube video, Brownlee stated, “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.” Further elaborating in a blog post, he noted changes within the development team and the difficulty in securing suitable collaborators for continued growth.

The Inspiration Behind Panels

The app’s creation stemmed from frequent inquiries about the visually appealing wallpapers and lock screens showcased in Brownlee’s video reviews. He observed that a common Google search query was “where does mkbhd get his wallpapers,” highlighting existing demand.

Business Model and User Adoption

Panels operated on a subscription model, offering access to unique, high-resolution wallpapers created by partnered artists. Subscriptions were priced at $50 annually or $12 monthly, with artists receiving a portion of the revenue. A key challenge proved to be convincing users to pay for wallpapers when free alternatives – such as online images or personal photographs – are readily available.

Initially, Panels achieved a No. 1 ranking in the iOS and Google Play photo app categories upon its launch. Unfortunately, this initial success proved unsustainable.

App Performance and Financials

Data from Appfigures indicates that Panels accumulated approximately 900,000 lifetime downloads and generated $95,000 in consumer spending across both platforms. However, recent performance declined significantly, with only 3,000 downloads and $500 in revenue recorded last month, resulting in its removal from U.S. app store rankings.

Notably, users downloaded over 2 million wallpapers through the application.

Shutdown Details and Future Plans

Panels will officially cease operations on December 31, 2025, at which point refunds will be issued to users with active annual subscriptions. The blog post details expedited refund options. Following the shutdown, all user data will be deleted, and the app’s source code will be made publicly available, allowing other developers to potentially build upon it.