Tech YouTuber Marques Brownlee, widely known as MKBHD, has ventured beyond his familiar territory of tech reviews to step into the role of app developer. This week, he launched Panels, a wallpaper application available on both iOS and Android, where he curates high-quality digital wallpapers from various artists. However, the launch comes with a significant caveat: to enjoy high-resolution wallpapers without interruptions from ads, users must subscribe for approximately $50 annually or $12 monthly.

With nearly 20 million subscribers on YouTube, Brownlee's influence in the tech community is monumental. His reviews have been so impactful that he has faced accusations of adversely affecting the fortunes of tech companies such as Fisker and Humane, following critical reviews. Critics, however, overlook the fact that these companies had broader issues — Fisker grappled with severe security flaws, while Humane’s product, the Ai Pin, struggled despite a $230 million investment virtually launching to a non-functional device.

The premise behind Panels is appealing, especially for fans who have admired the stylish wallpapers featured in Brownlee’s gadget reviews. Interestingly, if you google "where does mkbhd..." one of the top suggestions is “... get his wallpapers.” This indicates a clear demand for the unique aesthetic he offers.

The timing of the launch is also notable, coinciding with Apple’s release of iOS 18, which boosts lock screen and home screen customization options. The anticipation for high-quality wallpapers is palpable; however, the pricing model could deter potential users. While the app allows free access with lower resolution images following the viewing of two 30-second ads, many feel that monetizing this at such a high price feels inconsistent with Brownlee’s previous critiques of similar practices in the industry.

On a positive note, the app aims to provide a new revenue stream for digital artists, particularly as generative AI poses challenges to traditional art sales. Brownlee has assured that artists receive a 50% share of the revenue generated. For instance, a user purchasing a wallpaper for around $8 would see the artist earn approximately $2.80 after Apple’s cut. As Brownlee seeks to normalize payments for digital wallpapers that many are accustomed to finding for free, he wields the influence to potentially reshape the market landscape.

However, privacy concerns have surfaced since the app's launch. Users quickly identified that Panels could track sensitive information such as location and usage data across other applications and websites. In response, Brownlee addressed these concerns on X (formerly Twitter), promising to rectify the extensive data disclosures that users rightfully criticized. He reassured fans that the app would not intentionally request such sensitive information, blaming the broad data collection guidelines on ad network requirements. Additionally, he committed to reducing the frequency of ads in the free version of the app.

Despite its flaws, the free version of Panels still provides access to a selection of attractive wallpapers, though the image quality may suffer without Apple’s filters. Paying nearly as much as one would for a Spotify subscription could be a hard sell for many users to access high-quality images.

As the app makes its debut, the question remains: will MKBHD’s Panels succeed in captivating the wallpaper market or become another underwhelming tech endeavor? Only time will tell!