Apps for grown-ups, built the same careful way.

Before the first app

The rules these apps follow

Written down before the first one ships, so you can hold us to them.

• No ads. No selling your data. Ever. The same promise as everything we make.
• Everything works without an account. Your data lives on your device and in your own iCloud. An account exists only to run a service you switched on, and you can delete it in one step.
• Connections are your choice. If an app can connect to your bank or another service, you switch it on, we name who provides it, and it is off until you do.
• We keep only what the job needs, and we delete what we hold the moment you disconnect.
• Insight, not instruction. Totals, trends and patterns from your own data. No nagging, no scores designed to keep you hooked.
• Subscriptions only where something recurs. A record you keep is paid for once. A service that runs for you is paid for while it runs, cancels as easily as it started, and reminds you before it renews.
• The label tells the truth. What each app collects is on its App Store page, and repeated in plain words on ours.
• Health stays a record. Anything that touches your health records and never advises. Totals, trends and patterns are for your money and your admin, not your health.