Intel Will Shut Down Its AppUp PC App Store On March 11, Apps Will Stop Working By May 15

So much for Intel’s bid to get hip with our app-filled times: the company is shutting down AppUp, its app store for Windows-based PC apps. “The world’s largest app store that nobody’s ever heard of” in the words of AppUp boss Peter Biddle, that description in hindsight may have been tempting fate, with obscurity perhaps ultimately the reason for its undoing.

The service will be closed for good on March 11, with the apps from the store that communicated with the AppUp client no longer working by May 15 — or earlier if you uninstall the store client. (The large, full list of affected apps is here.) Other apps that did not communicate with the client should still work, although they will have to be launched separately.

Intel doesn’t provide much of an explanation for the closure. “At Intel, we’re always thinking about the future, which often means making changes today. That’s why, on March 11th, 2014, Intel AppUp® center will come to a close as we focus on developing new and exciting PC innovations that will continue to shape your world,” Intel writes on the landing page for AppUp.

Intel has sent out a note to AppUp users describing the shut down and detailing refunds:

Dear valued Intel AppUp® user,

At Intel, we’re always thinking about tomorrow, which sometimes means making changes today. That’s why we’ll be closing Intel AppUp on March 11th, 2014 to focus on other groundbreaking platform innovations. As part of this closure your AppUp Center Customer Account Registration Agreement also will terminate effective March 11th, 2014.

Some apps you have downloaded may stop working on May 15th 2015, or earlier if you uninstall the store client, and you can confirm if any of your apps are affected here. You can claim a full refund of $4.99 through our AppUp refund program, for the amount you paid for apps. Your transaction history appears at the bottom of this email.

Closing Intel AppUp was a tough decision and we understand how important the service has become to our users so we’ve provided a detailed FAQ section with links to guided support to answer your questions as the program comes to a close.

Of course, Intel AppUp would not have been possible without loyal users like you. Thank you for participating in the experience. It’s been a fun ride.

Back in 2010, taking a leaf from the app explosion on mobile devices, Intel saw an opportunity to leverage its brand recognition with Windows device users, and build out its ecosystem of developers, by building out a store specifically for PCs. In doing so, it preceded Apple announcing a Mac App Store by some 10 months.

But whether it’s because Windows users were simply not as keen to use Intel’s AppUp, or whether it’s because Microsoft has stolen a march in this space, it’s not clear that AppUp ever really took off in terms of traffic and downloads. Intel had been aiming for as global a reach as possible, with the store working in over 60 countries, with paid transactions in 45 countries and five languages.

But geographical reach doesn’t equal loyal users. “Intel has put itself out of its own misery by shutting down the ill-fated “AppUp” app store,” is how one tipster described it to us.

We’re reaching out to Intel for further comment.

(H/T Apu Kumar)