Under the Radar

23: Launching Activity++


00:00:00   Welcome to Under the Radar, a show about independent iOS app development.

00:00:04   I'm Marco Arment.

00:00:05   And I'm David Smith.

00:00:06   Under the Radar is never longer than 30 minutes, so let's get started.

00:00:10   So today, what I think we wanted to talk through is a) a little bit of follow-up on the pricing discussion we had a few episodes ago,

00:00:19   and b) talk about the actual app that we were talking in vague terms about then that I recently launched.

00:00:25   And given that even for someone like me, launching an app is a fairly rare thing in the scheme

00:00:31   of what we do.

00:00:32   And so having just done it, I wanted to kind of talk through what that process is like,

00:00:36   both sort of functionally as well as emotionally, and kind of just go from there.

00:00:43   So first, the app that I launch is probably worth saying is called Activity++.

00:00:48   If you have any familiar with any of my work, you're probably familiar with an app called

00:00:51   called pedometer++ or sleep++ or emoji++.

00:00:55   I've kind of got into this thing where

00:00:57   plus plus is sort of like,

00:00:59   it's actually really helpful from a naming perspective

00:01:01   because I just take whatever proper noun or verb

00:01:04   that describes the thing that I'm doing, add a plus plus,

00:01:07   and that kind of works as a trademark thing

00:01:10   that people recognize.

00:01:12   - Which is great 'cause it helps you avoid

00:01:14   actual trademark conflicts because activity

00:01:17   is not a trademarkable word in that area.

00:01:19   Like you're not gonna have a conflict with that.

00:01:21   Although it doesn't do you any favors with App Store search.

00:01:24   - No, it does not.

00:01:25   But that is a, well, as best I can tell, like half helps,

00:01:30   because the plus plus, as far as I can tell,

00:01:34   is ignored for the purposes of search.

00:01:37   This is best I can tell.

00:01:38   And so when people search,

00:01:40   I do very well for generic searches,

00:01:43   but I do not do well for exact searches,

00:01:46   which, you know, is good and bad,

00:01:48   But the plus plus naming kind of came by accident more than intentionally.

00:01:56   And so it just sort of was one of these things of like, well, now that it exists and whether

00:02:00   or not it's great or not in the App Store search, it just sort of is its own thing and

00:02:05   would be worse to change than to stick with.

00:02:08   So that's just sort of where I am.

00:02:11   >> I like it.

00:02:12   >> Yeah.

00:02:13   But and it seems, and I think it works well.

00:02:15   It rolls off the tongue.

00:02:16   kind of knows how it works.

00:02:18   And I like it.

00:02:20   And I like that it's geeky, too.

00:02:23   But anyway, so Activity++ is something

00:02:26   that takes advantage of some new APIs that were added in 9.3

00:02:31   and watchOS 2.2, where we can finally get access

00:02:34   to all the data in the Activity app.

00:02:37   So if you have an Apple Watch, you'd

00:02:39   be familiar with the three rings.

00:02:40   There's the red ring, which is your active calories,

00:02:44   the green ring, which is your amount of exercise, and the blue ring, which is the amount you've

00:02:48   stood or hours you've stood in a day. And we finally have access to that as a third

00:02:54   party. And so what I did is I just said, I have a lot—I use the activity app a lot.

00:02:58   I like that sort of concept of measuring how I'm doing in terms of activity and fitness.

00:03:04   But I don't really like Apple's activity app, especially on the phone. I find it really

00:03:10   awkward. Like, it's trying to do so much, and because of that, it does the basics kind

00:03:17   of awkwardly. So as soon as I saw that I could do this, whenever they announced 9.3, which

00:03:22   I think was a couple months ago, I dived into it, like, this is something that I wanted

00:03:26   to do. And so I did. I made an app that is an alternative to that. This is an area that

00:03:31   I think if you're a developer looking to find a new market to get into, this is always something

00:03:37   that I found some success with, of looking through the API diffs every time Apple releases

00:03:43   something and saying, "You know what? This is something new. This type of app is entirely

00:03:49   not possible before and then suddenly is possible. So you're necessarily going to be competing

00:03:55   in a smaller market," which I'll mention a bit later, but it's always a helpful thing

00:03:59   to kind of dive into that. Because the reality is there's three types of apps that are probably

00:04:05   sort of worth making. There's something like this, where it's sort of new and novel because

00:04:13   it couldn't have been done before, for policy reasons or technical reasons, like this data

00:04:18   just wasn't available to third-party apps before. You can go ahead and do that. Or there's

00:04:22   like the apps that are just like truly novel, like someone just sort of invents something

00:04:28   totally new, which are typically very hard to do or think up. Or the third is the type

00:04:34   of app that are just, it's like the same thing, just done slightly better or different.

00:04:39   And the last two, like if you can do for the second one where you have like true innovation,

00:04:43   like you just invent something amazing that could have been done before, but now you're

00:04:47   doing it in a better way, more power to you, that's awesome.

00:04:51   That's pretty rare and kind of hard to just do on a regular basis.

00:04:58   So most people end up doing the apps that are just like the same thing that's been,

00:05:00   you know, existed before but done better.

00:05:03   But those are really competitive because by nature of being something you could have done

00:05:07   before, people already have.

00:05:08   And so whenever you have an opportunity to do the first thing, to be able to just do

00:05:11   something that wasn't possible before just because of technical reasons or policy reasons,

00:05:16   it's a great opportunity.

00:05:18   And so that's what I did.

00:05:20   I've now launched it, I think I launched it last Thursday, and the launch has been going

00:05:25   well.

00:05:26   It's been doing very well received, which is always really affirming with something

00:05:31   like this, because you put it out into the world and you never really know what's going

00:05:35   to happen.

00:05:36   But in a bit of a twist, it is a paid-upfront app, and in fact it is a $3 paid-upfront app,

00:05:42   which if you were listening to our discussion two or three episodes ago where I talked about

00:05:46   pricing, paid-upfront was the form of business model that I had, in our final conclusions,

00:05:53   had kind of thrown out as not possible.

00:05:55   And so that's a bit of a surprise.

00:05:58   And I wanted to kind of talk through why I did that, because I think it's helpful as

00:06:04   a thought process to sort of show that what we're doing as independent developers, and

00:06:11   developers in general, but especially as independent developers, is we have to be making these

00:06:17   decisions that ultimately, like, there's no right answer for.

00:06:20   You can never know, like, which business model is going to be best.

00:06:24   You never know which design decision is going to be best, like when you're designing your

00:06:26   icon or designing your layout.

00:06:28   There's all these things that you just have to make a decision and you have to just sort

00:06:30   of live with it.

00:06:33   And you have to work out what process makes the most sense for you.

00:06:37   So in this case, I looked at it for pricing, and as we finished in our last discussion,

00:06:42   I was probably leaning towards something like free with ads or something like that.

00:06:46   And the more that I thought about that, like the next week, I listened to the episode a

00:06:49   couple times and I was just kind of mulling it over and I kept being like, "You know

00:06:53   like, I don't like how this feels. I don't like that more and more of my business is

00:06:58   becoming reliant on ads, especially in the time of kind of a little bit of turmoil is

00:07:03   the wrong word. But there's a little bit of upheaval in terms of exactly what the right

00:07:06   advertising platform is, what that's going to look like come when I add ends this June.

00:07:12   And it seemed like a really poor time to be doubling down on that model. And so I said,

00:07:16   you know what, I'd rather have diversity in terms of I'd rather have a paid app, even

00:07:21   even if it didn't perform theoretically as well as a free app, just to have some diversity,

00:07:27   to have some backup in terms of if one of my free with ad apps starts to really plummet

00:07:33   in terms of revenue, I have something to back up.

00:07:35   And the biggest thing that was holding me back was the thought that, "Oh man, this is

00:07:38   a watch app though."

00:07:39   And so if you don't have a watch, people are going to be annoyed.

00:07:42   But I saw in the app store, there was an app called Heartwatch, which is by a gentleman

00:07:46   named David Walsh, who is a similar kind of thing,

00:07:50   but it's focused all on the heart rate data

00:07:53   that the Apple Watch collects, and it's a great app,

00:07:55   and I'd recommend you taking a look at it

00:07:56   if that's something you're interested in.

00:07:58   But I was kind of curious if he was having

00:08:00   sort of this trouble, 'cause he's like,

00:08:01   he had a paid app, and it didn't seem,

00:08:03   like in his App Store reviews and in general,

00:08:05   that he was having trouble with people complaining

00:08:07   that, oh, I bought your app, and I don't have a watch,

00:08:09   you know, boo-hoo.

00:08:10   And so I was like, okay, maybe that's not a problem.

00:08:14   And then I did what I always do,

00:08:16   I'm trying to deal with these types of problems is I went to a spreadsheet. Because, for me,

00:08:22   I can't make decisions like this without a spreadsheet usually, because I need to have

00:08:26   something that I can kind of point to rationally and say, you know, is this viable? Is this

00:08:32   going to work? Am I being foolish? And I, in just looking at myself, it's often easy

00:08:36   to kind of confuse, you know, confuse or betray myself by kind of what I want or what I think

00:08:42   would be nice, but numbers, if you're doing it right, typically can't do that.

00:08:47   And so I took a look at how much money I make per user right now in Podometer++, which is

00:08:53   my single biggest app, which is like, in my mind, the best case scenario for a new app

00:08:58   would be to match that.

00:09:00   And right now, and I do it on the basis of new users, not active users or existing users,

00:09:06   because that gets really complicated.

00:09:07   So I tend to look at it as like, based on the number of downloads I get, how much revenue

00:09:10   do I get each day?

00:09:11   And for pedometer right now it's like 20 cents a user or something like that, which I think

00:09:16   for freehab is actually not too bad.

00:09:20   And so then the nice thing when you think about that though is like if you sell an app

00:09:23   for $3, you end up with $2.10 back from Apple for each user.

00:09:29   And so as long as you can maintain a tenth of the downloads that you get otherwise, you

00:09:35   will kind of break even.

00:09:37   And I looked at that and I was like, you know, 10x, that seems doable.

00:09:41   seems possible, like the number of downloads per day that Activity++ would have to maintain

00:09:46   that isn't completely inconceivable.

00:09:49   And so I went for it.

00:09:51   And the nice thing about free, or sort of starting paid rather than free, is that I

00:09:55   can always switch and go free later if I want.

00:09:57   I can use the App Store receipt system to know if someone paid for it up front or not,

00:10:02   and if they did, then great, you know, I'll just sort of hide the ads or hide the in-app

00:10:07   purchases or whatever it is.

00:10:08   But I can always make that change down the road.

00:10:11   And so that's what I did, and it seems to be working.

00:10:13   I feel good about it, which is probably the best thing.

00:10:16   In the end, I like that it feels a bit more premium.

00:10:20   It feels a bit nicer of an app to not have any ads in it, to not have to think about

00:10:24   that kind of stuff, and to just put it out as something that's good.

00:10:29   It's also, as we discussed in the pricing episode, a paid-up front model is just so

00:10:33   much simpler on you, on the developer, for both designing the app around it and also

00:10:36   just having to code all the in-app purchase stuff or embed other people's crazy kind of

00:10:41   creepy ad frameworks.

00:10:43   Paid up front is just so much easier and simpler and it really does just simplify the model.

00:10:48   What's the relationship between you and your customers?

00:10:50   What's being done with their data, if anything?

00:10:53   How do you survive?

00:10:54   How do you make money?

00:10:55   It's all right up front there.

00:10:56   There are downsides to it, of course, but I think if you can make the numbers work out,

00:11:00   Paid up front is of course the easiest way to do it, and overall, by easy I mean simple.

00:11:07   It's the simplest way to do it, and there's a lot of benefits to that.

00:11:10   >>

00:11:10   >>COREY Yeah, exactly.

00:11:11   And, you know, like I said, I'm happy with it right now, and I think the reality is,

00:11:16   with pricing, is there is no, like, there's no good answer.

00:11:19   There's no, like, right answer.

00:11:21   Because the reality is, as soon as, if, as developers, we determine, like, "Oh, this

00:11:24   is the perfect thing to do," you know, if you do this, this, and this, you'll maximize

00:11:28   revenue fully.

00:11:29   Like, sort of almost like the stock market, as soon as that becomes known and everyone

00:11:33   does it, it'll almost inevitably become the wrong thing.

00:11:37   >>JEAN-PHILIPPE Right.

00:11:38   by the nature of everybody doing it, it saturates that type of thing and then becomes problematic.

00:11:43   And so ultimately, you just have to go with your gut and decide what you're going to feel

00:11:47   comfortable with. And in this situation, I was like, "You know what? I like this app. I really

00:11:50   felt proud of it." And I was like, "I don't want to put ads in it. I like the way it looks. I want

00:11:55   it to look that way." And so this is the road I went down. And I think the market was better than

00:12:04   I was fearing it might be. It's definitely still in the very steep drop-off phase where

00:12:11   your first couple days are like, "Yay, this is awesome!" And then it starts to go down,

00:12:15   and every day I log into iTunes Connect, and I'm like, "Is this the bottom? Is this the

00:12:20   bottom? What about this? Is this the new bottom?" And I don't think we've quite reached there

00:12:25   yet, which is a bit scary. Is it going to go all the way to zero? Where's this going

00:12:30   But, you know, so far so good, and I think there's still something to be said for paid

00:12:35   upfront apps.

00:12:37   And the funny thing is, I didn't, ahead of anyone that I was aware of, complain about

00:12:40   the price at $3, which also surprised me slightly that it wasn't like, "Oh, $3, but I guess

00:12:48   once you're paid, you're paid."

00:12:49   And the difference between $1 and $3 is much more intellectually minor compared to free

00:12:57   and $1.

00:12:58   So, yeah, that worked out kinda well.

00:13:01   - I think maybe one of the reasons you're able to do it

00:13:03   for this app is, as you said at the beginning of the show,

00:13:05   like the kinda different apps that you have,

00:13:07   different types of apps that are possible to make,

00:13:09   in this case, this is a very non-crowded category.

00:13:14   So it is, in many ways, it behaves a lot more

00:13:15   like the early app store, back when the entire app store

00:13:18   wasn't very crowded, which was actually very short-lived.

00:13:21   But, you know, that was like maybe a couple of weeks.

00:13:23   But at that time, you could sell something for five, $10,

00:13:27   It didn't even have to be that good and people would buy it because they wanted that

00:13:31   kind of thing and there just were no other alternatives or there were very few other

00:13:34   alternatives.

00:13:36   In this case, when you do what you gave as the first type of app you can make, which

00:13:40   is the kind of app that just recently became possible by some kind of API or technical

00:13:45   change, you effectively create or you enter a market where there is almost no competition

00:13:52   up front.

00:13:53   It is kind of like those first few weeks at the App Store

00:13:55   where you can charge a price up front,

00:13:58   and if people want that kind of app,

00:14:00   they'll be more willing to pay for it

00:14:02   because there aren't 50 free alternatives

00:14:04   that do the exact same thing right below it

00:14:05   in the App Store search.

00:14:07   - Exactly, and you know,

00:14:08   it's a nice thing to take advantage of.

00:14:10   But yeah, so the launch has been going well.

00:14:14   Something else I wanted to talk through

00:14:16   a little bit about the launch,

00:14:17   'cause I get this question a lot

00:14:18   from people who are launching their first app,

00:14:20   and it's like, how do you get attention?

00:14:23   for a new product.

00:14:26   And some of it is just like, well, you just kind of have to keep trying,

00:14:30   which is not a very satisfying answer.

00:14:32   But I was very grateful for--

00:14:34   I had a few news and press sites write up the app,

00:14:37   which is always really kind of exciting and awesome to see,

00:14:40   like, you know, something you made on a site that you respect deeply.

00:14:44   And so the way that I would--

00:14:46   the biggest recommendation I can make with that

00:14:48   is to make sure what you're doing when you're reaching out to them--

00:14:51   to them, and you should be reaching out to the press ahead of time, especially the sites

00:14:55   that you read yourself.

00:14:57   It sounds a lot better if it's not a cold call, insofar as you read the site, you know

00:15:02   the kind of things they do, you know what excites them.

00:15:06   Some sites are really interested in the visual design or the typography or those types of

00:15:12   things.

00:15:13   Other sites tend to be more feature-focused, and so when you're writing your emails, write

00:15:17   a different email to each of those people, letting them know, take advantage of the test

00:15:21   flight system, which is something that I did this time around, where it's nice to be able

00:15:26   to send out copies of your application to the press.

00:15:31   I personally take the approach of always asking if they want access to it.

00:15:36   Like I'll send them an email first.

00:15:38   Whenever I've had people do this to me, where you just sort of blindly get a test flight

00:15:43   invite for an app that I've never heard of, that's not really what you want.

00:15:47   Like you want to have the personal reach out first and say, "Hey, this is something I'm

00:15:51   working on," maybe include a few screenshots or a video or something like that.

00:15:55   Send that out to somebody and at the end just say, "Hey, if you want to check this out,

00:15:59   I'd be happy to send you a test flight."

00:16:01   And if you're doing it right and if you're sort of targeting your message to them appropriately,

00:16:06   you look at what other articles they've read and you say, "Hey, I saw that you wrote this

00:16:11   article about another fitness tracker," or something, or "That seems to be something

00:16:17   that's relevant to you, and actually, if you are correct in that, go to a website, see

00:16:22   who's the one who writes about the products that would be appropriate.

00:16:27   And you send that over, and more often than not they'll say, "Sure, send me a test flight."

00:16:32   But it's much better coming from that respect than just a blind thing.

00:16:35   So that was just something I wanted to mention.

00:16:37   But yeah, then otherwise you just kind of keep at it.

00:16:42   It certainly is easier, I will say, having done this for so long and having some amount

00:16:46   of reputation and platform, it is doubtless easier in that regard.

00:16:53   And the way it's like, "Oh, that's nice for Underscore to be able to reach out to people

00:16:58   and know it," but the reality is everyone starts off this way.

00:17:03   The first time I wrote an app written up by a publication, it was a big deal for me, because

00:17:10   I'd tried many times before and gotten nothing.

00:17:13   So you just kind of have to keep trying and hope that in the end it'll happen.

00:17:17   Be respectful of people, and if you write an email to somebody and they don't write

00:17:21   back, it's not the kind of thing that's like, "Oh, I wonder if they didn't get it.

00:17:25   Let me bring this to the top of their inbox.

00:17:26   Let me respond three times."

00:17:28   Just be respectful and understand that they may have not responded because they just don't

00:17:33   have time or they're not interested, and they're trying to--it's easier to be kind by just

00:17:38   not saying anything sometimes than it is to try and respond back in the negative and just

00:17:45   sort of hope for the best.

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00:20:21   - All right, and the last thing I wanted to kind of

00:20:24   talk through about a launch is kind of the actual dynamics of it, like the actual timing

00:20:30   and sort of logistics of doing it.

00:20:33   Because it's kind of a tricky process, because when you are trying to launch an app, you

00:20:39   don't really know when that's going to be.

00:20:42   Sometimes I think I submitted this application as soon as it was physically possible to submit

00:20:47   9.3 binaries.

00:20:50   And from that point on, my goal is to be ready to launch it whenever Apple is available.

00:21:00   Because like we've been saying this episode so many times, there's a certain element of

00:21:04   like first mover advantage with something like this.

00:21:07   If you're building something that's newly possible, being the first or second application

00:21:13   that takes advantage of that API is going to be much more useful to you than if you're

00:21:18   just like one of 10.

00:21:20   And so I wanted to be, you know,

00:21:21   like I sat there in iTunes Connect,

00:21:24   trying to hit submit and having it come back and say like,

00:21:27   we're not ready for this binary version yet.

00:21:28   We're not ready for this binary version.

00:21:29   Like essentially every 10 minutes until,

00:21:32   I think it was about 10 p.m. that night,

00:21:34   when it finally went through.

00:21:36   And it's like, you know, that's,

00:21:38   I wanted to be that confident that I was like

00:21:40   the first of the 9.3 apps in line.

00:21:43   - That's dedication.

00:21:44   - Well, this is the thing though.

00:21:45   Like I've spent months working on this

00:21:48   And so spending an afternoon sitting there hitting next,

00:21:53   it's like try, try, try, gives me any advantage.

00:21:58   I'd feel foolish if in the end,

00:21:59   that not doing that would have come back to bite me.

00:22:04   In this case, it ended up taking a bit longer

00:22:07   than usual for App Review,

00:22:09   which can be always a bit worrisome.

00:22:10   We talked about that a little bit in our last,

00:22:13   or our second to last episode, I think, about App Review.

00:22:16   But it's just the reality sometimes, you never really know.

00:22:19   And so what I did though, and this is like the thing that I always try and make sure

00:22:22   that I've done, is have anything that you're going to be doing about the launch.

00:22:27   Like I tend to have like a blog post that launches along with the app, and you know,

00:22:32   certainly keeping people in the press aware of the situation, but have everything ready

00:22:36   to go.

00:22:37   So that like whenever Apple said, "Hey, you're approved," I could go ahead and launch it.

00:22:41   You know, so I had my blog post written, I had the screenshots all done for that, like

00:22:45   Like everything was ready and waiting, which is much better than, you know, you finally

00:22:51   get your approval email, which is, you know, "Yay, that's exciting!"

00:22:54   And then you're like, "Oh goodness, now I need to do all this work."

00:22:57   But like you had weeks or days when you had nothing else to do for this application that

00:23:02   you could have been doing it.

00:23:03   So definitely something that I recommend doing.

00:23:07   Kind of comically this time, emphasizing how much you have, how little control you have

00:23:11   over the timing.

00:23:12   I ended up launching this app while I was on vacation with my family.

00:23:15   I actually hit release this version while I was sitting in a children's museum in Phoenix,

00:23:24   which was kind of just like a strange place to be sitting on a bench and like, "You know

00:23:27   what?

00:23:28   I need to get this out."

00:23:29   But it worked.

00:23:30   The iTunes Connect app that Apple puts out is very useful and can do all these types

00:23:35   of things.

00:23:36   And one thing I will say, and this is a recommendation if you are new to this, is launching an app

00:23:44   that doesn't have any backend services related to it is incredibly relieving because there

00:23:51   was no servers for me to monitor, you know, see our sponsor.

00:23:53   Like I didn't have any notifications or things that I needed to worry about because the app

00:23:56   is entirely local.

00:23:58   And so that's always kind of a recommendation.

00:24:01   If you're kind of timid about what this is going to be like, maybe start off with something

00:24:05   doesn't have a backend, or as simple a backend as possible, because it is really reassuring

00:24:09   that there's nothing in this app that can—there's no data that the user can lose, there's no

00:24:17   backend infrastructure I need to maintain.

00:24:19   It is just an app that you launch, you have permission to access your health kit data,

00:24:24   it pulls it in and shows it to you, and that's all it does.

00:24:28   And so that was really a nice thing, especially when I'm on vacation.

00:24:31   I launched it and kind of participated slightly in it, but then went back to my vacation and

00:24:37   went to the Grand Canyon the next day and hiked around there with my family and didn't

00:24:42   really pay much attention to it, which was odd but nice.

00:24:45   >>

00:24:45   >> That's awesome.

00:24:46   >> So you just kind of have to keep that in mind when you're launching these things, that

00:24:51   you have no control over it.

00:24:52   And being -- you just kind of have a Zen thing, which is like, accept that.

00:24:56   Accept that you have no control about the situation and just kind of roll with it as

00:25:00   it goes.

00:25:01   Because there are certainly times that I would get a bit frustrated, but ultimately, it worked

00:25:05   out.

00:25:06   It worked out fine.

00:25:07   The app's in the store, it's live, and I just decided, you know, this is the right time

00:25:12   to launch it, because if this is when the first approvals of 9.3 apps are going to go

00:25:16   out, I want to be in that wave, if there was a wave.

00:25:19   As far as I know, there hasn't been much of a wave, and so some of my fears were a bit

00:25:24   unfounded, but you never know.

00:25:28   Because a lot of these things, you just end up kind of fearing the unknown when you're

00:25:31   launching an app.

00:25:33   I've been doing this for seven and a half years, I think, and I still have tremendous

00:25:40   this anxiety about launching something new.

00:25:43   And I say that because hopefully that's helpful to listeners

00:25:47   of the show who are launching things to themselves.

00:25:50   When you look at, it's like, if you're launching

00:25:52   your first app, you're probably just as nervous

00:25:54   as I still am about it, and that's okay.

00:25:57   That's part of the process.

00:25:58   I, and you have these fears of like,

00:26:00   what if this is actually not very good?

00:26:02   What if I'm putting this out in the world

00:26:04   and everyone's kind of gonna laugh at me?

00:26:06   It becomes very like I'm in high school

00:26:09   or middle school or something,

00:26:10   like this kind of that feeling of being nervous

00:26:13   of what other people think of you.

00:26:14   - Oh, I'm the same way.

00:26:16   - Yeah, and I think that's healthy to say though.

00:26:18   Like it is difficult,

00:26:19   and no matter what you're gonna feel that way,

00:26:21   so just like embrace it and understand that it gets better

00:26:25   because if you've been building it right,

00:26:28   if you've been making a thoughtful design

00:26:32   that works well and is functional,

00:26:34   and you've tested it and you've beta tested it,

00:26:35   and you've beta tested it with the right people

00:26:37   are hopefully, you know, would be honest with you if it really wasn't very good, and if

00:26:42   they say it's good, then just trust them and go for it.

00:26:45   And you know, maybe it'll be awesome, maybe it'll be mediocre, but you know, it doesn't

00:26:50   do any good to fret too much about it as much as you can.

00:26:55   And then yeah, and then it's out in the world.

00:26:57   And now it's like the funny thing, I always try and celebrate launches, and it's like,

00:27:01   you know, we were on vacation, but we did our best to kind of celebrate that it was

00:27:03   out in the world, especially I try and bring my kids into that, because they have a vague

00:27:09   sense of what daddy does, and so it's kind of fun when I can show them, "Hey, here's

00:27:12   this thing I just launched in the App Store."

00:27:13   I can show it to them in the App Store.

00:27:16   And then the funny thing about launching is it feels like this big deal, and then it's

00:27:19   done.

00:27:20   And then you just move on, and now you get a big, long list of bugs, the things you have

00:27:24   to fix, and you just keep going on that.

00:27:28   And so it's like, you want to celebrate it, and now it's like, "All right, now it's

00:27:31   to 1.1 or 1.01, or you identify all the issues that you just never even thought could be

00:27:38   issues, which is always the most striking thing to launch an app for myself. You have

00:27:42   somebody who gives you feedback and you're like, "Huh. You were absolutely right, but

00:27:48   I had never, ever thought about that." And that's always the best and most fun feedback

00:27:53   to get.

00:27:54   time I ever cast beta was six months long.

00:27:56   (laughs)

00:27:58   - There you go, and it was a much better,

00:27:59   I was on it from the first one to the last one,

00:28:01   and I would say it got a lot better.

00:28:03   - It did, it really did.

00:28:04   Everything I hadn't thought of, everyone brought up.

00:28:07   (laughs)

00:28:08   All right, I think that does it for this week.

00:28:10   So congratulations on the launch.

00:28:11   Any closing thoughts?

00:28:13   - No, I think the only thing I'd say is,

00:28:15   you know, launch something.

00:28:17   It's exciting, like I always hate,

00:28:19   I get a lot of questions from people,

00:28:20   like how do I get started?

00:28:21   And it's like, you know, the best way to get started

00:28:23   is to write something and ship it.

00:28:25   There's not a magic rocket science to this.

00:28:27   And you just have to do that.

00:28:28   And the more you do that, the better you get at doing it.

00:28:31   And the better your apps will be as a result.

00:28:33   And I've launched a lot of products,

00:28:35   as I have a bit of a penchant for doing.

00:28:38   And I imagine in June, we'll get a bunch of new APIs

00:28:41   and new opportunities.

00:28:42   And so I'd encourage everyone to look at them.

00:28:44   Just don't look at the same ones that I'm looking at.

00:28:47   [LAUGHTER]

00:28:48   We don't have a problem.

00:28:49   We don't have a problem.

00:28:51   All right.

00:28:52   Thanks, David.

00:28:53   Everybody, please go out and buy Activity++,

00:28:55   'cause David won't say it, but I will,

00:28:57   and we will talk to you next week.

00:28:59   - Thanks, bye.

00:29:00   [BLANK_AUDIO]