Binuclear diphenyltin(IV) dithiocabamate macrocyclic complexes [(Ph2SnIV)2‐μ2‐bis{(κ2S,S‐S2CN(R)CH2CONHC6H4)2O}] (R = iPr (1), sBu (2), nBu (3), Cy (4), 2‐furfuryl (5) or benzyl (6)) were synthesized through a self‐assembly process involving novel diamino precursors 4,4′‐bis(2‐(alkylamino)acetamido)diphenyl ethers (L1, L2, L3, L4, L5, L6), CS2 and Ph2SnCl2. These were characterized using microanalysis and relevant spectroscopic methods. The geometry of all compounds was optimized using the density functional theory method. In vitro cytotoxic activity was evaluated against HEP 3B (hepatoma) and IMR 32 (neuroblastoma) using the MTT assay. Notably, complexes 1, 2, 3, 4, 5, 6 were found to be extremely active against both cell lines and cytotoxicity data confirmed their 16‐fold better potency compared to cisplatin, a well‐known antineoplastic drug. Flow cytometric analysis of annexin V–propidium iodide‐stained cells demonstrated the ability of L5, 4 and 6 to induce apoptosis in HEP 3B and IMR 32 cells, required for major therapeutic implication in cancer therapy. The extraordinary potency of binuclear complex 4 can be correlated with higher LUMO energy together with the greatest value of residual charge on the Sn(IV) centre among the compounds under investigation. Copyright © 2015 John Wiley & Sons, Ltd.