Tech YouTuber Marques Brownlee (MKBHD) announced that his wallpaper app, Panels, will shut down on December 31, 2025—about 15 months after its September 2024 launch.
In an unlisted YouTube video and a notice on the app’s website, Brownlee cited challenges in sustaining the project, including a changing development team and difficulty finding collaborators who shared his vision for a “vibrant ecosystem” supporting artists and high-quality wallpapers.
The Rocky Launch and Monetization Backlash
Panels debuted as a marketplace for exclusive, artist-partnered wallpapers inspired by Brownlee’s own device reviews fans often asked about his stunning lock screens. But it hit immediate turbulence, $11.99/month or $49.99/year for full-resolution downloads with artists getting a cut. Free users could only access 1080p versions after watching ads.
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The app requested location data, cross-app tracking, and other permissions that felt overly intrusive for a wallpaper tool. Critics called it “DOA” (dead on arrival), arguing why pay for digital images when free options abound (e.g., Google Photos, Reddit, or personal shots).
It topped download charts briefly but saw low conversion to paid users—despite 2 million wallpaper downloads overall. Brownlee responded by slashing prices to $2/month, improving the free tier, and tweaking privacy features. However, as he noted, “we made mistakes in making our first app, and ultimately, we weren’t able to turn it into the vision I had.”
The niche market for paid wallpapers proved too small to sustain growth. All downloaded or purchased ones are yours forever—no rescinding. Full access until Dec 31; automatic pro-rated refunds for active annual subs post-shutdown. Early refunds available via the site.
It’ll vanish from App Store and Google Play soon. All user data deleted after closure. In January 2026, the code drops on GitHub under Apache 2.0 license—free for anyone to fork and build a spiritual successor. Brownlee called it a “rollercoaster ride” with some wins, like artist partnerships, but ultimately a learning experience in app development.
The launch of Panels in September 2024 was a masterclass in how not to debut a product, especially from a creator like Marques Brownlee, who’s built a reputation for razor-sharp critiques of tech giants.
The app, meant to curate high-quality wallpapers from artists inspired by fan queries about his review setups, instead became a lightning rod for backlash.
The main criticisms, drawn from user reactions, reviews, and media coverage. At $11.99/month or $49.99/year for full-res downloads with ads for 1080p free tier, it screamed “subscription fatigue.” Users mocked it as absurd—why pay premium for pixels when free alternatives like Unsplash, Reddit, or your camera roll exist?
Brownlee admitted the pricing was a “mistake,” slashing it to $2/month post-launch, but the damage stuck. As one X user put it, it felt like a “quick cash grab” from a guy who calls out corporate greed. Revenue data later revealed a stark reality: ~900,000 downloads but only ~$95,000 in purchases across platforms.
The free tier forced 30-second unskippable ads per download, making it feel punitive. Early users called the interface “clunky” and ad-riddled, with one X post uninstalling after 10 seconds and questioning if anyone on the team had the guts to flag it.
It launched during Brownlee’s iPhone 16 review video his biggest of the year, turning comments into a hate-fest and tanking engagement. Requesting location, cross-app tracking, and usage data for a wallpaper app? That sparked “creepy” accusations, eroding trust in Brownlee’s privacy-conscious brand. Fixes came later, but not before App Store reviews piled on.
MKBHD, who “canceled” startups like Humane and Fisker with scathing reviews, faced the same scrutiny: “You gotta be ready to take what you dish out.” X threads roasted it as out-of-touch, damaging his “quality advocate” image—especially since wallpapers aren’t a “must-have” justifying subs.
Panels’ shutdown on Dec 31, 2025—just 15 months in—ripples beyond one app. It’s a sobering case study for creators dipping into product waters, with broader takeaways. This is a gut-check on monetizing “side hustles.” Brownlee’s 20M+ subs didn’t translate to sustainable revenue in a saturated, low-barrier niche like wallpapers.
It highlights the subscription economy’s pitfalls: Users are weary of $X/month for non-essentials, and one misstep can torch credibility. As app expert Sarah Chen noted, “Even the most trusted voices can’t force consumers to accept pricing they perceive as unreasonable.”
Expect more cautious pivots—maybe merch or tools with clearer value—over apps that feel like grifts. It also flips the script: Brownlee’s review power blamed for company downfalls now invites “what about your failures?” blowback.
Data deletion post-shutdown sets a privacy-positive precedent, potentially inspiring ethical exits. Artists lose a revenue stream but gain exposure via the code drop. It empowers users: Vote with wallets, and even icons fold.
In the end, Panels was an ambitious swing that whiffed, but Brownlee’s transparency salvages some goodwill. It’s a reminder: Tech’s easy to critique, hard to build. Will this dent MKBHD long-term? But it’ll make future ventures sharper.