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1
Foreword 3
Meet the Developers 5
And the Developers are... 6
Perfecting a Killer Idea 11
Brainstorming Techniques 12
Be the First 14
Be Better, or Different 16
Building Your App Around a Service 18
The App Store 23
Getting Started 24
Your Product Definition Statement 24
Choosing an Application Style 25
The Approval Process 28
How to Craft an Effective App Store Listing 30
Dealing with Crashes, Errors, and Bugs 36
The Benefits 39
The Challenges 42
Making a Development Decision 47
Developing Your Own Native App 48
Hiring a Developer 52
Developing a Web Application 58
Quick Guide: Creating an iPhone Optimized Site 64
The Importance of Simple, Sexy Interface Design 66
Apple’s Human Interface Guidelines 67
Why Is Sexy Interface Design So Important? 69
The Interface Design Process 72
Crafting an Irresistible Icon 77
Design Kits, Interfaces and Icons 80
Learning to Keep it Simple and Iterate 83
Iteration in Action 84
Pricing Your App Right 87
Breaking Down Your Revenue 88
The Pricing Dilemma 89
Advertising Options 93
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2
The Perfect Promotion Mix 97
Perfecting Your Website 98
Quick Guide: Creating a Video Demo 101
Generating Launch “Buzz” 102
Reaching Apple’s Top Lists 106
Go Social With Your App 109
Connecting With Users 111
Advertising vs. Word of Mouth 113
Top Notch Support and Regular Updates 115
Conquer Your Stage Fright 117
Useful Resources 120
Apple’s Documentation 121
Books 121
Screencasts 124
Podcasts 125
Blogs and Websites 126
Forums 127
Conferences 128
Development Libraries, APIs and Frameworks 130
One Piece of Advice 134
Words of Wisdom 135
The iPhone Developer Survey 141
Part 1 – Business and Company 142
Part 2 – Developing Apps 148
The iPhone User Survey 158
Conclusion 165
Credits 166
About the Author 168
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FOREWORD
The iTunes® App StoreSM launched on July 10th, 2008 to much fanfare and
drama. Opening up a marketplace for software developers to target the
iPhone®, iPod touch® and iPad™, it has rocketed to success over the past
two years. At the time of writing this, over three billion applications have
been downloaded.
The potential for success has proven to be phenomenal. Developers have
the ability to easily reach millions of users through a central marketplace,
and many are leveraging that opportunity to make thousands of dollars
every day.
Unfortunately, despite the occasional success story, the fact remains
that becoming an overnight App Store phenomenon is difficult. Many
developers struggle to achieve great success with their application, and
it’s a tough market to succeed in. If you’re wanting to strike it big as an
app entrepreneur, it isn’t enough just to have a decent idea and some
programming knowledge.
This book won’t give you a killer idea, nor will it teach you the ins and outs
of programming for the iPhone. What it will do is provide you with all the
knowledge and technique you need to spot a great opportunity, get the
most from the App Store, make smart decisions about development, craft a
stunning interface, and promote your app successfully.
Drawing on survey responses from over 1,000 iPhone users, and
in-depth insight from a handful of incredibly talented iPhone developers,
this guide will equip you with everything you need to successfully become
an iPhone app entrepreneur.
Good luck, and I hope you enjoy the journey!
David Appleyard
AppStorm Editor
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1
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MEET THE
DEVELOPERS
Before we get started, I want to offer a special thank you to the
developers, designers, and App Store entrepreneurs who helped
to make this guide possible.
Throughout the book, you’ll encounter interviews with sixteen
people who have an intimate knowledge of developing for the
iPhone. Their insight is remarkably helpful for starting out on the
right track when developing your own application.
Over the next few pages I’d like to introduce you to a handful of
the most talented and successful people working in the industry,
who generously gave up their time and expertise to contribute to
this book.
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6 Meet the Developers
And the Developers
are...
Graham Clarke – Glasshouse Apps
glasshouseapps.com
Glasshouse Apps started out with Barista and Cellar, two
unique applications to help you make a great cup of coffee,
and to manage your wine library. Graham has seen recent
success with the release of The Early Edition for the iPad, a
brilliantly unique RSS reader.
Michael Johnston & Fred Cheng – Simplenote
simplenoteapp.com
Simplenote is, as the name suggests, a wonderful way to
take simple notes and keep them synchronized between
multiple apps and services. By far and away the best note
taking application for the iPhone.
Dave Verwer – Shiny Development
shinydevelopment.com
Dave has years of Mac development experience under his
belt, and developed the popular iPhone game “Balloons”.
He runs a number of different Mac user groups, and
knows everything there is to know about programming and
development!
Sarah Parmenter – You Know Who
youknowwhodesign.com
Sarah is the talented designer behind You Know Who, a
web design and development studio based in Leigh-on-Sea,
Essex. An expert in iPhone UI design, she has worked on a
number of beautiful iPhone applications.
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7 Meet the Developers
Marc Edwards – Bjango
bjango.com
Bjango create wonderfully designed apps both for the Mac,
iPad, and iPhone, including iStat Menus and the incredibly
useful “Consume”.
Their unique illustration style and interface design sets them
apart from many other developers, and they seem to have
an endless stream of fantastic ideas.
Joshua Tessier, Tariq Zaid & Adam McNamara – Select
Start Studios
selectstartstudios.com
Select Start Studios are the developers behind
Headquarters, a popular Basecamp application for the
iPhone. Another of their applications, AppNotify, provides
an additional way to add push notification support to your
iPhone.
David Heinemeier Hansson & Jason Fried – 37signals
37signals.com
Developers of a range of online business productivity
software, 37signals have over three million users and a
passion for keeping things simple. An expanding ecosystem
of companion iPhone apps have sprung up over the past
few years, and 37signals have recently taken the plunge into
the App Store themselves.
Devin Ross – Attic
atticapp.com
Attic is a slick music controller for all those unplayed albums
that are collecting dust sitting in your iTunes library. Devin
has some interesting information to share about promoting
your app, collaborating with other developers, and working
with the App Store.
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8 Meet the Developers
Sebastiaan de With
cocoia.com
Sebastiaan runs Cocoia, a company that creates novel,
beautiful products and innovative projects. These include
Icon Designer, an icon design service responsible for some
of the best Mac app icons, and Icon Resource, a site for
learning how to design icons yourself.
Garrett Murray
ego-app.com
Garrett Murray is a developer, filmmaker, podcaster, blogger,
and general all-rounder. His creation for the iPhone, Ego, is
any web designer’s best friend, offering beautiful stats for a
range of web services.
Dustin MacDonald
acrylicapps.com
Dustin is the developer behind the delightfully designed
“Wallet” for Mac and iPhone. Wallet offers a central place to
store your personal information, seamlessly sync it with your
Mac, and automatically login to your favorite websites.
Gedeon Maheux – The Iconfactory
iconfactory.com
Gedeon works for The Iconfactory, the company behind
apps such as Twitteriffic, Ramp Champ, and Frenzic. They’re
renowned for gorgeous interface design, stunning icons, and
addictive user experience. If you’ve never tried any of their
apps, you should.
Lee Mallabone – Broadersheet
iphone.broadersheet.com
Lee Mallabone is one of the developers behind
Broadersheet, a personalised newspaper for your iPhone. It
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9 Meet the Developers
provides news from around the world that you care about,
from the sources that you trust, and Broadersheet learns
what topics you’re interested in.
Sophia Teutschler – Sophiestication Software
sophiestication.com
Sophiestication Software is a small software design and
development company, which is run by Sophia Teutschler.
Sophia loves to create simple, yet easy to use, human
interfaces by striving to achieve the perfect balance
between form and function.
David Kaneda – Sencha
sencha.com
David Kaneda has nine years of experience designing in a
variety of fields, from architecture and fashion to education
and software. Recently, David created jQTouch, a Javascript
framework for iPhone development. He currently works as
the creative director at Sencha.
Dave Howell – Avatron
avatron.com
Dave Howell is a six-year veteran Apple engineering
manager, and the founder of Avatron – a leading developer
of popular applications for the iPhone and iPod touch.
Avatron’s Air Sharing application, downloaded by over one
million users in its first two weeks, raised the bar for iPhone
application design and software quality.
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2
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PERFECTING A
KILLER IDEA
So you want to launch your first application. Often the first hurdle
met by developers is how to come up with a successful idea. With
hundreds of thousands of applications available on the App Store,
how do you come up with something original? Or how you can you
execute an idea better than everyone else?
I’ve heard many people say that ideas are ten-a-penny, and that
it’s the execution and persistence that makes an application
successful. I don’t think this theory holds a great deal of weight.
Most of the really successful applications available today either
offer something completely unique, or solve an existing problem in
a really fantastic manner.
A well thought through idea is everything. Solve someone’s problem
in a simple fashion, or entertain a user in a completely novel way,
and you’re on the road to success.
In this chapter, we’ll explore the tips and techniques you can
employ to craft the perfect iPhone app idea.
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12 Perfecting a Killer Idea
Brainstorming Techniques
I’ve often wondered how developers with a huge repertoire of applications
constantly come up with new ideas. As it turns out, they have a few tricks
up their sleeve.
Although you may find that an idea just “comes to you” at the time you
least expect it, brainstorming and proactively considering new ideas can be
a worthwhile task. Perhaps begin by listing the challenges, problems and
annoyances you face on a daily basis, then consider how they could be
solved with a suitable iPhone app.
Here are a few examples:
• I always struggle to calculate a suitable tip to leave at a restaurant. I
wish there was an easier way to do this automatically.
• Price comparison websites are great, but they aren’t much use when I’m
out at the store. It would be great to have a way to check prices online
using my iPhone.
• Logging into a number of different services to check all my website
statistics takes ages. It would be good to have one central place where
all this information is automatically downloaded.
These ideas are not just odd concepts chosen at random. Each is a real
problem faced by many people, and various iPhone apps are now available
to help solve them (Tipulator1, RedLaser2, and Ego3 respectively). This is the
type of thought process many developers go through.
I asked Bjango: As a company with several different applications, how do
you come up with new ideas?
1
http://www.sophiestication.com/tipulator/.
2
http://redlaser.com/.
3
http://ego-app.com/.
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13 Perfecting a Killer Idea
Most of our ideas are born from necessity—the result of a
lightbulb moment while trying to do something the hard way. It’s the
simple notion that if there’s something we need ourselves, hopefully
others will too.
We keep a long list of possible app ideas. It’s important to have a
big list to work from, so you don’t end up working on a dud idea, as
even a small app can take a month to develop. It’s critical the best
ideas are the only apps you produce.
Glasshouse Apps have three successful applications in the App Store,
including Barista and Cellar for the iPhone, and The Early Edition for the
iPad. The former offers advice on how to craft the perfect coffee, and the
latter gives you a virtual “wine cellar” in the palm of your hand.
I asked the developer how they chose which of their ideas to take forward
for development, and which to drop after the brainstorming stage:
I try to start by thinking of ideas that inspire me personally. If I’m not
inspired by an idea, and I’m only pursuing it because I think it might sell
well, it’s going to be harder to stay motivated down the track.
Once I’ve established a few initial ideas that I think have merit, it’s
time to do some research and make sure there’s a market for it. You
might be passionate about the wing span of a mosquito, but if no
one else is, then you’re fighting an uphill battle!
Even if you think you have a brilliant idea and a solid market, success
certainly isn’t guaranteed. There are notable examples of developers
ticking all the boxes and then falling dramatically short of their own
expectations.
It’s also important to remember that you don’t necessarily need to focus on
solving a problem faced by every iPhone user. Concentrating all your energy
on a specific niche and offering a valuable service for a select few people
can be equally successful.
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14 Perfecting a Killer Idea
Don’t assume that the first idea you take forward to development will be
your main success as an App Store entrepreneur. It takes time to understand
what works and what doesn’t, so be prepared to experiment with a few
different projects before you stumble upon one that really takes off.
Be the First
Being “first” gives you a huge advantage on the App Store – whether you’re
the first person to release a particular type of app, or the first to utilize a new
platform or hardware feature.
The Early Edition was one of the first RSS readers available for the iPad,
and early adopters were downloading it from the day the iPad App Store
opened. I asked the developer how important it is to be the first to market
with a particular type of app:
We saw it as quite significant to have The Early Edition ready for
sale on the launch day of the iPad. Aside from the unprecedented
opportunity of offering our own application on the very first day of an
entirely new category of device (which was incredible), having The
Early Edition there on Day One meant that we were on a level playing
field right from the start.
This type of thinking is important, as the opportunity to have your
application available to coincide with the launch of a new device is an
incredibly rare one. With the iPhone and iPad now available, it could be a
while before a completely new physical piece of hardware is released
by Apple.
Launching on Day 1 gives your application a huge advantage, as there
are far fewer competitors crowding your niche, and generally less “clutter”
available for that particular device. Fortunately, you don’t always need to
wait for a completely new product to take advantage of this. Hardware
and software upgrades often introduce new features that give developers
an opportunity.
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15 Perfecting a Killer Idea
One such new feature in iPhone OS 3 was the ability to access the iPhone’s
iTunes library. Attic developer, Devin Ross, saw this as a great opportunity:
When iPhone OS 3.0 came out, I spent a lot of time looking into
the new additions to the SDK. I investigated the new APIs like maps
and mail composition. The music API was appealing because the
data was already there. People already have music on their iPhones.
With something like maps, you need your own map information.
I initially made a simple application to explore not only the music
API, but the multi-touch gestures and the shake notifications. That
application turned into something similar to the photo flicking apps on
the App Store where you can throw around and rotate album covers.
Writing that application helped me learn a lot in many different areas.
I then set my mind on creating something that could be a
worthwhile application.
I watched the Apple developer videos on the ingredients of a good
iPhone application. Apple had already made a great player for your
entire collection, so I knew I had to make my app achieve a specific goal.
After looking further into the API, I came up with the concept of Attic.
My product definition statement read as such: “an easy to use
application to find albums in your library that aren’t played often”.
For people like me that like to listen to entire albums at a time, this
concept was exciting.
Apple regularly adds new hardware and software features, or opens up new
functionality for developers to exploit. Documentation is always available
well in advance of a new software update or device being released, so it’s
worth taking the time to see whether you can spot a new opportunity.
Here’s an example of the new API features available in iOS 4 (formerly
known as iPhone OS4):4
4
http://developer.apple.com/technologies/iphone/whats-new.html.
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16 Perfecting a Killer Idea
Whenever a new software release is announced, you can look for a page
such as this and brainstorm a list of application ideas that weren’t possible
previously. It’s a regular opportunity to be “first” with a completely new type
of app.
Be Better, or Different
While important, being first certainly isn’t everything. Many developers
have had huge success in well-established niches simply by solving a
problem better.
The iPhone itself is a wonderful example of this. The first version offered, if
anything, less functionality than many competing devices. It was all about
the style and execution of the concept. The same is true for application
development.
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17 Perfecting a Killer Idea
Tweetie wasn’t the first Twitter client for the iPhone, but it quickly
established itself as the best-in-class due to the thought that went into its
design. It’s phenomenally difficult to develop an application that includes all
the necessary features, retains a simple interface, works reliably, and is a
pleasure to use.
Another application that executes a small piece of functionality in a
wonderful way is Birdhouse. Rather than offer a full Twitter experience,
Birdhouse is simply a place to work on draft messages and publish (or
unpublish) them. This functionality works because it places emphasis on
only one task. It’s designed for people who like to put thought and care into
their use of Twitter, and has seen great success in this simple niche.
One company that has epitomized this simple approach in the web
applications space is 37signals, choosing simplicity over new features
time and time again in their software. I asked them whether they thought a
successful iPhone app needs to be a unique, “killer idea”:
If killer idea means something awfully clever, then no. Most “killer”
ideas are simple solutions to simple problems. Most people don’t
have problems all that complex and if you can just make some part
of their day better, or more efficient, or more fun, you’ve probably
got something.
Focusing strongly on the user experience can be a great way to ensure your
app stands out from the crowd. Dustin MacDonald, the developer of Wallet,
takes this approach to differentiate his application in a very crowded niche:
One obvious thing that I think a lot of developers miss is putting
time into crafting a great user experience. Most people buy Apple
products because of the fantastic user experiences they provide.
Although there are now hundreds of thousands of third-party apps
on the App Store, very few are of the same level of quality as Apple’s
own bundled software.
Something we’ve always tried to do, whether on the Mac or iPhone,
is to reach for that same quality experience in our own apps. With
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18 Perfecting a Killer Idea
Wallet for iPhone, this meant simplifying our app down to the core
features, offering a familiar structure and feel (in this case with the
Contacts app), and polishing the app with great looking icons,
elements, and animations.
Sophia Teutschler, the developer behind Articles, Groceries, Tipulator, and
a several other great iPhone apps, feels that the approach of “being better”
can be enough to give you a successful app:
I make Apps that cover functionality that I miss on my iPhone or
iPad. Often there is already “an app for that”, but most of the time
these apps offer such a terrible experience that I’d rather put time
and money into making my own version of that idea.
I don’t force myself to come up with new ideas. I never do any
brainstorming – ideas just appear to me out of the blue.
Quality always makes the difference. Articles will never be the
Wikipedia App with the most features or the lowest price, that’s just not
the point. Articles is about retaining focus on the actual article content.
It’s not an app to “manage” Wikipedia, it’s about reading articles and
consuming knowledge. No other app does that in my opinion.
I’m sure I’ll add new and clever features in the future, but only those
that fit into my vision for the app.
Building Your App Around
a Service
With the huge surge in web applications offering high quality APIs in recent
years, many iPhone developers are seeing success from building an app
around an existing service. Twitter, Flickr, Facebook, Yahoo, Amazon,
Google Maps, PayPal – the possibilities are endless.
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19 Perfecting a Killer Idea
37signals makes a range of productivity tools for businesses; software that
is perfectly suited for use on the iPhone. They’ve encouraged developers
to create applications around their software, and regularly promote these
iPhone apps to their users.
Headquarters is one such iPhone app built around the 37signals API that
provides a mobile interface to Basecamp. I asked the developer, Select Start
Studios, whether there are any unique challenges to building an application
that offers an iPhone front end to an existing online service:
Building on top of an existing platform is always a challenge. I could
talk about how the underlying API may one day change or disappear
all together, or I could talk about all of the small implementation details.
But I think the most difficult challenge is to provide additional value to
your users without overwhelming them with pointless features.
When we were building Headquarters, we had to make the tough
decision as to what goes in and what does not. This is mainly
because Basecamp has an extremely rich API that provides access
to a wealth of information. Although all of that information is
valuable, it’s simply not enough to take that information and put a
pretty face on it. Nor is it very appropriate on a mobile device.
It was obvious that we needed to clamp down on a small set of
features and make those features as close to perfect as possible.
Rather than building another Basecamp application that simply
exposed all of its data on the iPhone, we decided to focus the
application on users who want to “get things done” and cut out
anything that was superfluous.
To accomplish our goal, we focused on three (and only three) major
features: a dashboard that combines data from all of your projects,
a dashboard for a single project and the ability to manage multiple
accounts within the application.
The results speak for themselves. Rather than having an
overwhelming application, you have a simple, easy to use launchpad
to help you get to work, remain in the loop and stay focused. As a
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20 Perfecting a Killer Idea
result, we left out a lot of features from our initial release but each
feature we left out only improved the final product by making it
easier to use.
Relying on another third party for the ongoing success of your application
always involves some risk, but the associated benefits could certainly
make this risk worthwhile. You’ll have an existing user base with their data
immediately available to them, fewer issues with how to handle storing a
user’s information locally, and a potential avenue to help promote your app
(developers are often happy to help spread the word about apps that use
their API).
Another possibility is to build an application that interacts with the desktop
in some way. A few apps do this through a local Wi-Fi connection, others
though a cloud synchronization system.
One application in particular that takes this approach is iStat. Bjango’s
flagship app can connect to the desktop to provide real time statistical and
performance information.
I asked them how they feel that this gives iStat an “edge” over other
applications:
iStat for iPhone is fairly unique, in that there’s not a lot of direct
competition. I guess that could be seen as an edge. And rightly so,
it’s taken us years to develop iStat Menus and iStat Pro on Mac OS®
X, the apps that formed the core of iStat Server. It was such a big
project that I’m not sure we’d want to start from scratch again.
Developing to connect to the desktop is nothing to be taken lightly. It comes
with a new set of challenges, and is bound to increase development time
and cost. The advantage is a unique pair of applications that are far harder
for others to clone.
Synchronization is another important aspect of your application to consider,
especially when interacting with several different devices. I asked the
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21 Perfecting a Killer Idea
developer of Simplenote, an app with particularly robust synchronization,
how challenging this is to implement:
The basic idea of synchronizing data among different clients and
services is not that complicated, but in practice there are lots of little
things that can go wrong. I’m not sure how much time has gone into
that part of our service, as we are always making improvements.
It’s hard to say why other apps might not seamlessly synchronize
as effectively as Simplenote. I suppose we’ve been doing this for
a while, and we’ve learned a lot. We also have the advantage of
simplicity. We can focus on improving speed and reliability rather
than adding and maintaining long lists of new features.
Having said that, I think Simplenote’s synchronization can still be
improved quite a bit. It’s by no means perfect.
Synchronization, when done well, should be as transparent as possible. If
the user needs to initiate a sync or watch a progress bar as it occurs, then
it hasn’t been implemented as well as it could have been. Simplenote and
Dropbox set a high standard for how well this process can work, and it’s
worth aiming to emulate their seamless process.
If you manage to succeed in creating an app that turns a user’s iPhone or
iPad into a useful companion to another service, you’re far more likely to
have a unique position in the market. Whether you’re connecting to another
web or desktop app, it’s an avenue worth considering when generating your
killer idea.
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3
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THE APP STORE
Before we move ahead to the specifics of interface design, pricing,
development, and promotion, it’s worth taking a broader look
at the App Store platform and how you can start the process of
developing your creation.
The App Store has been the subject of much discussion over the
past few years. Some see the closed marketplace as restrictive,
controlling, and a difficult entity to deal with. Others feel that the
opportunity to list and showcase their app in a central location
makes it far easier to reach their user base, and a closed store is
but a small price to pay.
Whichever camp you fall into, there’s certainly a strong argument
for fully understanding how the App Store works before diving in
and launching your application. In this chapter we’ll be discussing
this whole process with developers, in order to help you avoid a
few potential pitfalls, and to make the most of what the App Store
has to offer!
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24 The App Store
Getting Started
To start developing for the App Store you’ll need a Mac running OS X, and
you will need to register for the iPhone Developer Program with Apple.
This allows you to download the SDK to build your apps, test them on your
iPhone, and submit them to the App Store.
Registration is free for those just wanting to experiment with development.
You can access all the guides and videos from Apple, but testing your app is
restricted to an iPhone simulator on your Mac. If you’d like to to test on your
physical iPhone and move ahead to officially release your app, you will need
to enroll in the standard program which costs $99 a year.
Once you’ve registered for the Developer Program, you are given access to all
of the information Apple has produced to help you develop iPhone applications.
Download the iPhone SDK and Xcode, then you’re ready to get started.
Apple has an extensive set of “Getting Started Documents”5, which are vital
reading if you’re going to be developing an application yourself. These are
the best place to start when learning about the technical details of iPhone
OS development – something we won’t be going into at length in this book.
Another important document to read is Apple’s Human Interface Guidelines6,
which walk through the different requirements of the user interface design of
your application.
Your Product Definition
Statement
Before you dive in and start designing, it’s important to take a step back
and come up with a product definition statement. Apple defines this as a
5
Getting Started Documents: http://developer.apple.com/iphone/library/navigation/.
6
iPhone Human Interface Guidelines: http://developer.apple.com/iphone/library/documentation/
UserExperience/Conceptual/MobileHIG/Introduction/Introduction.html.
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25 The App Store
“concise declaration of your application’s main purpose and its intended
audience”7.
Consider the list of your app’s features, and what makes this set of features
stand out. Also think about who your users are, when and how they would
use your application, and in what way your interface can reflect this.
Your product definition statement should take all these elements, and
combine them into one simple sentence. For instance, a statement for
GarageBand could be “an easy-to-use music composition application for
amateur musicians”. It’s also important to include a picture of the person
you envisage using the app – in this case, “amateur musicians”.
When you’ve nailed a product definition statement, you’re ready to start
investigating some of the other requirements and demands of the App Store.
Choosing an Application
Style
Apple’s Human Interface Guidelines for developers talk a great deal about
the importance of selecting and sticking with a particular “application
style”.8 These dictate the type of software you’d like to create, and fall into
three categories:
1. Productivity Applications
2. Utility Applications
3. Immersive Applications
We asked Sarah Parmenter about the importance of “positioning” your
app into one of these categories, and whether it should be something that
developers consider from an early stage:
7
http://bit.ly/bm6XTj.
8
Three Application Styles: http://bit.ly/9okLIx.
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26 The App Store
It is hugely important. By positioning your app in the appropriate
category from the start it will make it easier for you to define and
establish user interface decisions right from the off. Each different
“type” of app has some clearly defined user interface guidelines,
and so getting this right from the start has to be a very simple but
necessary rule.
This is a great place to start when defining what type of market your
application is aiming to reach, and the three different styles each come with
certain recommendations:
Productivity Applications
This type of app is focused on the process of organizing and manipulating
detailed information. They’re generally used for fairly important tasks, and
organize their interface and data through a hierarchy.
Although the purpose of these apps is usually fairly serious, it doesn’t mean
that Apple wants you to design a boring piece of software. Their interface
guidelines state:
Seriousness of purpose does not mean that productivity
applications should attempt to appear serious by providing a dry,
uninspiring user experience, but it does mean that users appreciate
a streamlined approach that does not hinder them.
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27 The App Store
Mail and Photos are examples of this type of software. A useful tip is also
provided relating to settings, namely that anything that needs to be changed
often should be located within the app itself. Anything not changed regularly
can be moved to the iPhone’s “Settings” panel.
Utility Applications
The second category of applications are utilities; software that provides
a single purpose, and requires a minimum of user input. The example
provided is that of the Weather application. This can be used “at a glance”,
and shows another characteristic of utilities – a set of preferences being
displayed on the “reverse” of an information panel.
Information in a utility application is generally fairly linear, letting you swipe
between different items to access them. It’s unusual to “drill down” through
a hierarchy as you would in a productivity app.
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28 The App Store
Immersive Applications
The third and final category contains applications that immerse you in their
content. This could be a game, or a utility that has a full screen interface.
Apple uses the example of a virtual spirit-level:
An application that replicates the experience of using a bubble
level works well in a graphics-rich, full-screen environment, even
though it doesn’t fit the definition of a game. In such an application,
as in a game, the user’s focus is on the visual content and the
experience, not on the data behind the experience.
Immersive applications give you the greatest freedom to explore an original
and innovative application design, but are also usually the most complex
type of application to develop.
The Approval Process
Discussion surrounding the App Store approval process is always ongoing,
with many developers frustrated at the lack of clarity Apple provides over
why certain applications make the cut, while others do not.
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29 The App Store
The best way to ensure that your application makes it through this process
is to ensure you stick by every guideline given in Apple’s documentation.
This will no doubt require plenty of reading (and likely restrict or modify a
few of the grand ideas you had for your app), but will avoid frustration when
you come to submit it.
Reviewers look for a variety of different things when assessing your
application, with the main factors being bugs or regular crashes, use
of unauthorized APIs, inappropriate content, privacy infringement, and
“avoiding applications that degrade the core experience of the iPhone”9.
This is where a good understanding and application of the Human Interface
Guidelines will serve you well. Aiming to uphold and improve the core
experience of the iPhone certainly puts you in Apple’s “good books”, and is
a solid step towards having your application approved.
Ultimately, it’s best to accept that the approval process is a necessary
frustration. Make sure that you submit the absolute best standard of
application you can, and take on board any advice received from Apple’s
team of reviewers.
How Long Does It Take?
The entire process of application review seems to be shrouded in secrecy.
A few things Apple has released are that (a) at least two different reviewers
study each application so that the review process is applied uniformly, and
(b) an App Store executive review board exists that determines procedures
and sets policy for the review process, as well as reviewing applications that
are escalated to a higher level.
In theory, Apple is fairly efficient at approving applications. At the time of
writing this, 85% of new apps and 95% of app updates are approved (or
rejected) within 7 days.10 Be prepared to wait a little while, and use the time
wisely to start working on different promotion methods.
9
http://www.apple.com/hotnews/apple-answers-fcc-questions/.
10
App Store Review Status: http://developer.apple.com/iphone/news/appstoretips/.
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30 The App Store
How to Craft an Effective
App Store Listing
The way in which you put together your listing in the App Store can have a
huge impact on the success of your application. Most developers aren’t also
skilled in writing sales copy and producing a compelling pitch, so we’ll offer
a few tips that should help you craft an effective listing.
Your listing is made up of several parts:
1. Title & Description 5. Price
2. Icon 6. Screenshots
3. Links 7. Rating
4. What’s New
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31 The App Store
Title and Description
Aim for a title that contains your application name, rather than trying to pad
it out with related keywords. That said, incorporating these keywords into
your application name itself can’t hurt.
A quick search on the App Store for “camera”, for instance, brings back
plenty of relevant applications with “camera” in their application name. A
few equally excellent applications (such as “Hipstamatic”) appear lower
down the results chart, possibly because they don’t have the specific
keyword of “camera” in the title.
Trying to aggressively optimize your title or description to achieve a good
search ranking is predominantly a waste of time. Focus on creating a brilliant
app, and crafting a relevant listing rather than over-including certain keywords.
Bjango have a few interesting tips to share on this topic:
In the current App Store, only the first paragraph of your
description is shown, so be short and straight to the point. In fact,
you should do that with all your copy. You simply can’t expect that
anyone will read all your text.
In iTunes, I think your app’s images are more important than your
description, so make sure you pick the 5 best hero shots.
With this in mind, it’s worth making the first paragraph an accurate
description of your app’s core functionality, rather than a quick summary of
what’s new in the latest update. It’s your one chance to craft a compelling
one paragraph sales pitch.
Here’s a great example of this in the official Twitter for iPhone app:
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32 The App Store
The copy used here is simple, to the point, and makes it very clear what to
expect when using the application.
Icon
Your application icon is arguably one of the most
important marketing elements to get right. People
choose apps based on their visual appeal, and
the icon is your only piece of graphical branding
visible in search results.
We’ll be offering plenty of tips on how to design
bold, attractive icons in Chapter 5.
Links
iTunes only shows three prominent links in your app listing. One to your
company or product website, one to a page offering support for your app,
and one to a license agreement (shown within iTunes itself).
The obvious advice would be to ensure these are correct, and go to the
appropriate pages. It’s also worth thinking carefully about support. An easy-
to-use support system can ensure you’re able to help our users in a timely
fashion, and so avoid receiving negative reviews and bad publicity.
What’s New
This is your opportunity to draw attention to the new features and fixes
in the latest release of your app. Write concisely, and focus on the main
changes with a particular release. Users aren’t going to read a technical, in-
depth change log of every technical alteration since the previous version.
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33 The App Store
Price
Pricing decisions are important. Too low, and you’ll struggle to break even
on development. Too high, and you might put off potential buyers. This is
another topic we’ll be covering in more depth in Chapter 7.
Screenshots
There’s no way to offer a video demo of software on the App Store, so a
selection of (up to) five screenshots is your one chance to impress users
with the design and functionality of your application.
Pick screenshots that clearly illustrate the main features you offer, and don’t
be afraid to edit them with annotations to show what exactly is going on.
Take a look at some bestselling apps to see a few different examples of how
you can approach them.
One option is to stick with simple, static images of your app:
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34 The App Store
Another is to incorporate more than one screenshot to show more
functionality:
Rating
The final element of your App Store listing is one that you have little to no
control over, and often acts as a huge influence upon potential buyers – your
rating and reviews:
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35 The App Store
The best way to earn a good rating is to create a bug-free, high quality
application, and ensure that time is dedicated to offering support and
assistance to users (however frustrating they may be!) Obviously this
becomes considerably harder as your application grows in success – it’s
impossible to please everyone, all the time.
There have been various examples of people trying to game the system,
post fake reviews, and bump up their rating artificially. While it’s no doubt
possible to an extent, do everyone a favour and don’t bother. If you find that
your application is receiving a high proportion of negative reviews, it’s a sign
that you need to go back and take another look at why people are struggling
to use (or not enjoying) your software.
The notion of App Store ratings can be a challenging one, and something
that you need to get right in order to persuade iPhone users to pay for your
application. That said, Devin Ross isn’t quite sure just how important ratings
are in the big picture:
Ratings certainly have some role in whether customers will
purchase the application. How much is hard to tell. Who knows if the
majority of customers even read the description or just look at the
screenshots.
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36 The App Store
A few things developers can do to get higher ratings is to educate
customers better before and even after they purchase the
application.
A higher price can mean higher reviews too, because customers are
more likely to inform themselves of the product before purchasing. If
they know what the application does before they purchase it, you’ll
more likely meet their expectations. Application bugs are obvious
reasons for getting lower ratings too.
How Important Are Ratings?
We asked our readers how important ratings are when deciding
whether to purchase an application. It turns out that they are
fairly important!
48% of people classed them as “very important”, 43% found them
“a little important”, and only 9% of people either said they were “not
very important”, or never used them.
If you truly believe that your application is good enough to succeed and sell
well, then promoting it through official channels – blogs, competitions, word
of mouth – is far better than investing all your energy into a perfect rating.
Treat your customers incredibly well, offer a great level of support, and you’ll
reap the benefits in the form of positive ratings and reviews.
Dealing with Crashes,
Errors, and Bugs
The first way to avoid a buggy, crash-prone application is obvious. Test,
test, test. Make the most of Apple’s “ad hoc” distribution network to gather
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37 The App Store
a group of beta testers who are happy to push your app to the limit (and,
crucially, report back to you).
That nature of the App Store means that it takes time to fix bugs, file an
update, and wait for approval. Even after that process has completed, a
user still needs to login and download the update you’ve provided.
How Often Do Users Update?
In our iPhone user survey, we found that 34% of users update their
iPhone apps to the latest version every day, 40% complete the
process a few times per week, and 16% just once per week.
This is undoubtedly skewed by our “iPhone enthusiast” reader base,
but even with that considered, it’s interesting to note that over a
quarter of your users might not install your crucial update for over
a week!
Less than once
per week (11%)
Once per week
(16%) Every day (34%)
A few times per
week (39%)
Chart 1 P. 34
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38 The App Store
If your application relies on third party services, you may find yourself
dependent on the uptime and stability of another web application to keep
your users happy. This is always a risk, as errors that are not your fault may
be attributed to your application, and give it negative reviews and ratings.
Garrett Murray implemented a fascinating new feature called the “System
Status Indicator” in a recent release of Ego, to notify people when a problem
beyond his control was occurring:
The biggest hurdle with
Ego is that it relies on 3rd-
party services. Often, when
your application deals with
other companies’ APIs, there
will inevitably be problems
you cannot control. Twitter
has an outage, Google
changes their API, et cetera.
I can’t protect against those
issues, and when they happen
I can’t fix them immediately
due to how the App Store
approval system works. It
takes at least a week to get a
new version released just in
approvals alone.
After a while, it becomes a
support nightmare. People
don’t realize (or willfully
ignore) how Ego works and when something happens with a 3rd-
party, it can make things difficult.
The system status indicator was a way for me to more easily report
issues to users, which I was aware of and working on (or which I
couldn’t do anything about at the moment), so that users felt less
abandoned if something went wrong.
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39 The App Store
In fact, I ended up having to use it only a few days after it was
released in Ego 2.0. People were immediately gracious about the
feature via Twitter because they suddenly knew what was happening
and when it would be fixed.
Although implementing something along these lines will certainly take
a little longer to develop, it’s a great safeguard. You have a method to
communicate with users, letting them know about problems beyond
your control.
The Benefits
Despite many people complaining about the constraints and challenges of
working within the App Store, there’s no doubt that it brings a whole range
of benefits.
The possibility of featuring your app within an active ecosystem of users and
developers is very appealing, and it can make supporting and promoting
your application far easier. Let’s explore a few of these benefits further:
A Single Point of Distribution
Dave Verwer is clear on what he sees as the main advantage of the App
Store for developers:
The main benefit of the native App Store is the complete ease of
distribution. I absolutely love that I can tell someone about my app
and they can do a quick search for it and have it installed in a minute
or two. That process was an incredible step forward from apps on
previous mobile platforms.
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40 The App Store
The App Store takes away any
ambiguity of where and how to
download your application. After
purchasing their first app, the user
knows that the process for any
other software will be exactly
the same.
One way you can help to make this even more obvious is by including an
“Available on the App Store” graphic on your application website. This
has become the universal indicator that your app is available through
Apple’s marketplace, and people know exactly where they’ll be taken after
clicking it.
Garrett Murray also appreciates the infrastructure of the App Store:
The App Store created an entire market overnight. In the past,
if you wanted to sell applications for mobile phones (and, let’s face
it, before the iPhone the urge to do so was much lower), you had to
deal with carriers and other nonsense.
The App Store is a fantastic infrastructure for getting your
application out to users, it’s fast and you don’t have to deal with
any of the payment nonsense. You submit your app, it sells, you
get paid.
A Fair Commission Rate
As a developer, you receive 70% of the selling price of your application. The
other 30% cut is taken by Apple in exchange for hosting and distributing
your application, handling payment, and promoting it through the App Store.
Developers seem to have widely accepted this as a fair rate – and rightly
so. Dave Howell feels that this is the major benefit of working with the
App Store:
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41 The App Store
The App Store removes all of the transactional costs of selling
software to consumers. For only 30%, no more than traditional
software distribution margins, Apple takes on a lot, including:
credit card transactions, returns, some testing, localized sales in
over ninety countries, VAT, import duties, Japanese withholding,
international administrative overhead, direct deposit, downloads,
and a shopping storefront.
And compared to other mobile app marketplaces, the primary
advantage of Apple’s App Store is that people actually buy apps in it!
Five billion of them so far.
As a software developer, the last thing you’ll likely want to do after
perfecting your application is to start working on a payment and licensing
system. Having all this managed centrally takes away an unnecessary
burden, for a reasonable cost.
Free Promotion
Another benefit of the App Store is the possibility of free promotion from
Apple. With such a large audience of users, having your app featured on the
iTunes homepage (or in some cases, in TV advertising campaigns) can be a
great boost for sales.
One great way to help increase your chances of being featured is to
integrate new software API features as soon as they become available.11
Apple recently showcased a handful of apps that had resized their display
controls for the “Retina Display” and implemented iOS 4 features early, no
doubt boosting their sales to owners of the latest iPhone.
Garrett Murray had a little insight to share into how important this promotion
can be:
11
http://daringfireball.net/linked/2010/06/25/ios-4-gallery
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42 The App Store
Ego was recently featured in the “What’s Hot” section of iTunes.
During the week it was featured I sold about four times as many
copies each day. That’s not too bad, considering Ego is a very
niche application and during the time it was featured the only iPad
available was the non-3G US-only version.
I think if I had been featured after international or 3G release, it
would have been even higher. But when Apple features you, you
take what you can get.
The Challenges
There are, of course, challenges when working within a large, closed
ecosystem such as the App Store. It’s best to be aware of these at the
outset, as having a strong knowledge of the difficulties you may face will
allow you to tackle them head on.
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43 The App Store
Standing Out from the Crowd
As you’d expect, one of the main challenges is how to ensure your app
becomes, and remains, visible amongst thousands of others. Bjango echo
this as the main difficulty they find when working with the App Store:
The main challenge would have to be visibility. It’s no secret that
there are hundreds of thousands of apps on the store. With so many
apps released each week, it’s difficult to ensure your app has time
in the spotlight. If you’re not charting or being talked about, your
chance of survival is slim.
There’s no one way to do this. It’s a combination of a great idea, an
attractive interface and icon, good ratings at the outset, and igniting word-
of-mouth promotion. All these come together to produce an application
that people download, talk about, and gradually push up through
Apple’s rankings.
Frustrating Approval Process
As we mentioned previously, one of the main criticisms often leveraged
towards the App Store centers around the approval process. Dave Verwer,
however, feels that much of this is hype, and the problem isn’t as rife as you
may think:
There have been a handful of ridiculous decisions made by Apple
with apps being unfairly rejected, but the vast majority are approved
with no issues at all.
If your application is rejected, it is very rarely a terminal situation,
and rejections usually happen for justifiable reasons. Apple explains
what they are, along with what you need to do to fix the problem.
Apple recently gave some statistics on this and the most common
reasons for rejection are:
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44 The App Store
1. Your application doesn’t work as advertised. When submitting
an app to the store you are asked to describe what the app does
for the iTunes store listing. Be as accurate as possible here and
do not make your app sound like it can do more than it actually
does.
2. Your application uses private APIs. This is really easy to avoid.
While the private functionality may be very tempting to use
during development, Apple can easily check for these APIs
and will reject your app for using them. It is fairly difficult to use
these APIs by accident but, just in case, there are now tools
built into Xcode that will do a preliminary check for them before
submission to Apple.
3. Your application crashes! This sounds really obvious, but is one
of the top reasons for app rejection. Common problems here
include things like not testing the application without an internet
connection, and not testing with access to location services
being denied by the system settings app. Do beta test your
applications before submitting to Apple.
None of these are actually going to be a permanent barrier to your
application approval. Crashing bugs can (and should!) be fixed,
private APIs can be removed and worked around using standard
functionality, and your application description can be easily edited to
be accurate.
Tracking How People Use Your App
Lee Mallabone, the developer of Broadersheet, believes that the biggest
challenge on the App Store centres around tracking app usage. On the
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45 The App Store
web, this is an incredibly simple task with various services offering in-depth
analysis. Not so on the App Store:
The biggest challenge is probably the way that the store’s closed
nature acts as a black box when it comes to marketing analytics.
Many of the best tricks for online marketing are hard to achieve with
the App Store as you can’t add your own tracking code to pages,
you don’t see referrers, and you have no data relating to how many
people have looked at your app’s page.
You can’t know for certain what people are searching for, so you
have to make your best guesses for the first release and gradually
refine your app’s keywords and listing over time.
Apple recently took a hard line on a few companies that inserted tracking
code into various applications to monitor usage. They were collecting user
information without consent, and Apple moved to block this with a change
to their terms and conditions.
A few solutions are available if you’re willing to take the time to integrate
them. Google Analytics, the popular website statistic tool, offers a set of
APIs that you can integrate into your iPhone application.12 This is certainly
worth doing if you think it will provide valuable feedback.
12
http://code.google.com/mobile/analytics/docs/.
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4
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MAKING A
DEVELOPMENT
DECISION
As I mentioned in the introduction, the aim of this book isn’t to
make you a technical coding wizard overnight. There are countless
other resources, books and websites for learning Cocoa Touch /
Objective C and understanding the process of programming for the
iPhone (we cover plenty of them in the last chapter).
Whether or not you’re a programming guru, you have three routes
to consider when launching your application. You can program and
develop the application yourself, outsource the development to
another company, or choose to bypass the App Store altogether
and launch a web application that’s viewable through Mobile Safari
(the iPhone’s web browser).
Before you dismiss any of these, it’s worth hearing what our
experienced developers have to say on the matter - the choice isn’t
as clear-cut as you may think!
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48 Making a Development Decision
Developing Your Own
Native App
Let’s start by clarifying that this option isn’t for everyone. If you’ve never
heard of Cocoa, don’t know what Object-Oriented Programming is, and
feel uncomfortable with the acronym “API”, developing your own iPhone
application would probably be a bad decision.
The best case scenario would be that you’d invest a week of time into
understanding how iPhone development works, before giving up and
hiring a developer. The worst case scenario would be to struggle through a
frustrating development process for six months, only to launch with a bug-
ridden piece of software.
If you do have a basic understanding of programming, making the transition
to iPhone development is likely to be a very pleasant experience. Dustin
MacDonald has been developing using Cocoa for over seven years. We
asked him whether the expansion into iPhone development was a steep
learning curve, or something that seemed fairly straight-forward?
Starting development for the iPhone with Cocoa Touch felt right
at home. There are a few differences in the iPhone SDK that take
some time to get acquainted with, but nothing exceptionally steep.
Coming from a desktop world, I think the biggest overall challenge
is learning to fine tune your app for a device with significantly less
resources and horsepower than a Mac or PC. Many developers
have become accustomed to sacrificing performance for easier-
to-use APIs, but good optimization matters much more on mobile
platforms.
As powerful as the iPhone is, it’s about ten years behind modern
desktop machines in terms of processing power and available
memory.
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49 Making a Development Decision
This is an important consideration, and if you do decide to develop your
own application, performance will be a huge consideration. I also asked
Dave Verwer about this transition, and he agreed that the experience can be
a fairly straight-forward if you’re used to developing for the desktop:
The basics of moving from Mac development to iPhone are very
easy. Everything I had learned about Mac development made iPhone
development seem very familiar. Even better, a significant amount
of my code just worked without any changes when I took it to the
iPhone platform.
What was not so easy at the outset was finding documentation on
iPhone specific subjects. During the first few months after the initial
SDK release, we all had a very steep learning curve, because no-
one really knew how everything was supposed to work. This was not
helped by the tools having a few bugs in them!
Luckily that has completely changed over the last two years, as –
the documentation and tools are now excellent and getting better all
the time.
Really if you have experience with any modern, object-oriented
language like C#, Ruby, Python, Java, or anything similar, then you
are going to have a head start learning your way around Objective C
and the iPhone SDK.
The main lesson to take away is that if you already have experience
programming, this option could well be very straight-forward. If not, it’s
going to be a steep learning curve.
Play to your strengths – if you’re brilliant at designing in Photoshop, craft a
beautiful interface and hire a developer to implement it. If you’re a marketing
whizz, consider focusing on promotion and contracting out the whole
process of app development.
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50 Making a Development Decision
Is Developing an iPhone App Going to be Fun?
This depends upon how much you love development, and how
passionate you are about your idea. That said, a huge 75% of the
developers we surveyed said that iPhone development was more
fun than their previous job. It certainly looks promising!
If you do decide to develop a native application, there are several
advantages to be realised over a web app. I asked Dave Verwer about how a
native app excels over a web app:
It all comes down to look and feel, really. Using the native user
interface elements is going to make your app feel much more like the
standard apps that come with the phone. This is important because
consistency is going to help people know instinctively how to use
your application. They have already been trained by using all of the
standard apps that came with the phone.
There are web frameworks that emulate the standard iPhone user
interfaces in HTML and CSS such as Phone Gap or jQuery Touch. I
approach these with caution. They are generally very good, but they
are unfortunately unable to get all of the details right in terms of the
standard user interactions expected of apps.
Where embedded WebKit and HTML5/CSS really shine in iPhone
applications is within the content areas inside a native application.
Using the standard iPhone controls from the iPhone SDK for
navigation and combining this with an embedded browser for the
content area can often be a good compromise between native and
web apps.
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51 Making a Development Decision
How Long Does it Take?
Our developer survey asked people how long it typically takes
them to develop an application. The results were varied, but most
respondents said that it takes between 100 and 250 hours:
1,000+ (4%)
Less than 100
500–1,000 (9%) (19%)
250–500 (22%)
100–250 (46%)
Chart 1 P. 46
Whichever approach you take to development – but particularly if you
develop an application yourself – testing is vitally important. You need to
take the time to iron out bugs and perfect functionality before publishing
your software. Dave Howell from Avatron offered a little insight into how they
approach this process:
We employ your garden-variety development cycle. As three of
our employees are ex-Apple, we borrow some best practices from
Cupertino. We have a full-time quality assurance manager, a tester,
occasional interns, and an army of external beta testers.
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52 Making a Development Decision
We rely heavily on source code control and bug database tools
to manage our tasks. Our full-time tech support technician runs
our external beta program. And of course our engineers do a lot
of testing before submitting code changes. Near a release, we
implement code reviews.
For our beta testers, we seek a mix of technically adept power users
as well as smart novices.
If you have the expertise to develop your own application, go for it. You’ll
save a great deal on development costs, and have invaluable knowledge
about how your application is put together.
If the thought of opening up Xcode makes your stomach churn, don’t
worry. You can still enjoy the benefits of a native application without any
programming knowledge whatsoever.
Hiring a Developer
The second route is to hire your own developer. There are plenty of
incredibly talented programmers out there who could do a fantastic job of
taking your idea, sketches, and graphical mockups and turning them into a
finished application.
You’ll need to gradually build up a good working relationship with a
developer. You could look at this process as a one-off transaction, but in
reality you’ll want to continue working with the same person in the future for
feature additions, upgrades, and bug fixes. Spend time getting to know the
work and personality of a developer before embarking on a new project.
I asked Dave Verwer for the advice he would give to people looking to hire a
developer for their app:
The best advice I can give here is to put as much thought as
possible into what your app will do and how it might do it before
asking a developer for a quote. When a developer considers a new
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53 Making a Development Decision
app from a client, ambiguity in the description of what the app needs
to do makes the estimation process much more difficult.
Sometimes the developer will add on time (and therefore budget) for
the inevitable unseen features and problems that will be uncovered,
or they will underestimate the effort and subsequently find
themselves trying to squeeze your development into an unrealistic
deadline.
The best way to avoid problems like these is to remove ambiguity
from the outset. If I could split the ideal preparation for planning
an iPhone project into a couple of key points, I would suggest the
following:
Become Familiar with the iPhone
The first step towards designing a great app is to be as familiar as
possible with how the iPhone itself works. User interface consistency
is very important across the iPhone platform and being familiar with
the standard conventions and behaviours that are used by other
apps will let you think in the correct terms.
Using these standard behaviours is also a great way to get a
vast amount of functionality for free, as there are quick ways for
developers to implement standardised user interfaces within an app.
Also look at some of your favourite other apps – not specifically with
the same or similar functionality to the app you are intending to
build – but just think about software that you enjoy using and get
inspired by how it works.
Draw and Prototype
The second step is to start to plan out your app on paper. Just start
drawing out screens on separate pieces of paper and laying them
out on a large table. You don’t need to have a degree in art to do
this – just a pencil and some imagination.
As you draw the screens, place them in order on the table and start
to think about how the user will navigate through your application.
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54 Making a Development Decision
Also, try and fit the data that needs to be input onto a screen using
an iPhone design template (mine is freely available13).
Mobile apps are very different to web apps or desktop apps,
and thinking about them in this way is a really useful exercise to
understand user perspective.
Obviously the developer will work with you to do actual designs
for the app, but putting time into thinking about how your own app
might function will let you plan all the little features that don’t appear
when thinking about an idea at a high level. Take pictures of all of
your pieces of paper and use them as part of the information you
provide to the developer.
If you do these things before contacting a developer, it will give them
far greater confidence that you have thought through the app, and
that there will be fewer unseen expectations or hidden features. This
will lead to them being better equipped to give you a significantly
more accurate (and probably cheaper) quote.
The key aspect to understand is that the interface comes first. You need to
spend time and effort considering exactly how you’d like your idea to be
realized on the iPhone – right down to each individual screen. This might
seem like a daunting task, but it’s the only way to ensure your vision is
created exactly as you want it to be.
Even if you’re a competent developer, there’s no reason approaching
someone else for advice should be a bad thing. Devin Ross worked
alongside Taptivate when developing Attic, and he feels that it pushed the
application into a different league:
I had Attic at a point where I could have released it to customers,
but I wasn’t happy with how everything worked. I saw Taptivate had
13
http://shinydevelopment.com/blog/iphone-screen-design-template-pdf/.
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55 Making a Development Decision
a hit with Postman and Voices, so it made sense to reach out to
them to see what they could bring to the table in any regard.
They helped change the way the application functioned in a way I
had imagined but never realized until they came along.
This type of collaboration can work well if you’re happy to bring in some
advice and expertise from other people who have succeeded on the App
Store. This could be a particularly good idea if the process is completely
new to you.
The same can be true if you’re a developer with experience in a certain
language that’s unrelated to iPhone development. Despite being a software
company themselves, 37signals worked with Overcommitted on the
development of a companion iPhone app for their Highrise web application:
Our core competency is building web applications. Building
Objective-C powered iPhone apps is a different ballgame.
Sure, any programmer can learn anything, but the Highrise app was
separate enough that we could source it out and get it done. We still
had our design team specify what we wanted and how it should work.
If you do decide to go ahead and hire someone to develop your application
for you, there are a huge range of resources to help you find the right
person. There are two general approaches to take: (1) look for developers
already advertising their services, or (2) post up an advertisement for your
job, and let developers apply.
If you’re going to take the former route, one of the best websites we
recommend is TheyMakeApps.14 This is a directory of different companies
that design and develop iPhone apps, fully sortable by location, fee, and
numerous other factors. It’s a simple website to navigate, and well worth
taking a look at.
14
http://theymakeapps.com.
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56 Making a Development Decision
For the latter route, there are a number of different job boards where you
can post a position. Some are free, and others charge you to list the project:
37signals Job Board
jobs.37signals.com/categories/6/jobs
37signals have a dedicated section for posting iPhone developer jobs. It
currently costs $300 for a 30 day advert.
CocoaDev
cocoadev.jobcoin.com
With 2,000 unique visitors a day and adverts priced at just $99 for 30 days,
you can reach a large number of developers for a small payment.
GetAppsDone
GetAppsDone.com
There are always quite a few jobs on offer at GetAppsDone. Listings you
post are also shared via their iPhone app.
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57 Making a Development Decision
TUAW
tuaw.com/jobs
The Unofficial Apple Weblog have their own job board, with both iPhone and
Mac OS X development jobs.
Craigslist
craigslist.org
Although derided by many, Craigslist is still a valuable resource for those
looking to find work and is a great place to post adverts.
eLance
elance.com
A marketplace for finding a freelancer to work on the development of your
project, eLance is a cost effective way to source a developer, and also helps
you manage the project as it goes along.
Guru
guru.com
Similar to eLance, Guru is another widely used place to find a freelancer.
Used by developers across the world.
How Much Does it Cost?
When asked how much it costs to develop an iPhone application,
many respondents noted that it’s simply an investment of time.
These people are obviously doing everything themselves – interface
design, development, and promotion.
For those that pay for their app development, the total cost was
centered around the lower end. Relatively few people paid upwards
of $10,000 for their application development.
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58 Making a Development Decision
cont’d
Series 1
$50,000+
$25,000 – $50,000
$10,000 – $25,000
$5,000 – $10,000
$1,000 – $5,000
$500 – $1,000
$1 – $500
Just my own time
0 5 10 15 20 25
Chart 1 P. 53
Series 1
Because our survey was targeted at developers, we expected to
see that many people would be able to produce iPhone apps for a
relatively low cost – investing only their own time.
It’s clear that you have a choice of approaching development
in a thrifty fashion, or investing more into a better polished and
functional application.
Developing a Web
Application
The third and final option is to develop a web application – an app that is
hosted on the internet, is not distributed through the App Store, and runs in
the iPhone’s Mobile Safari browser.
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59 Making a Development Decision
Mobile Safari is a very capable web browser, supporting an array of
emerging web technologies such as CSS3 and HTML5. This makes it far
easier than you may expect to create a web application that looks and feels
great on the iPhone. You’ll never quite recreate the responsiveness of a
native app, but it could be a great option for some projects.
David Kaneda offered some insight into the circumstances when a web
application can be more suitable than creating a native app for the iPhone:
A great deal of the apps currently on the App Store could be
recreated using web technology, barring most games. There are a
variety of benefits that go along with doing so, like the ability to also
serve your app on Android, which I believe will be the largest rival to
the iPhone for near future.
Likewise, the biggest gain is just that it’s a web app. If you choose
to host it, you can deploy your app with no approval process, make
live updates, and be available to a rapidly-growing majority of
mobile traffic.
Lastly, HTML/CSS/Javascript is a more common skill-set than
Objective-C is. There’s a massive range of web developers out there
which can help in finding talent and getting a job done quickly and
inexpensively.
One example of an iPhone optimized web app executed particularly well
is Gmail. Although the iPhone has a built-in Mail client, many people still
prefer the web interface of Gmail and its custom interface. It’s also possible
to save a web page to your home screen, and access it as you would a
normal application:
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60 Making a Development Decision
It’s worth mentioning that Apple maintain a regularly updated directory15 of
iPhone optimized web applications that can provide plenty of inspiration for
ideas and techniques.
Do People Use Web Apps?
Although the iPhone is perfectly capable of running web apps
to an almost-native standard, how many users actually use this
functionality?
We found that 34% of people questioned had more than one
web app on their home screen. 21% had just one, and 42% of
people didn’t have one at all. Awareness (at least among our
readers) seemed high, with only 4% of people answering “What’s a
Web App?”
15
http://www.apple.com/webapps/.
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61 Making a Development Decision
cont’d
What's a web
app? (4%)
Yes – More than
one (33%)
No (42%)
Yes – Just one
(21%)
Chart 1 P. 56
Obviously the main hurdle to overcome when taking this approach is your
application interface. The goal is usually to mimic the iPhone’s native
interface as closely as possible, so the user feels that they’re actually using
a local application.
David Kaneda highlights a number of other inherent difficulties in making
your app with web technology:
One big one is monetization: Web app developers need to wrap
their app in something like PhoneGap16 to get on the App Store, or
create an entire payment system within their app.
16
http://www.phonegap.com.
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62 Making a Development Decision
Another big stumbling point in web technology is the unavailability
of cross-domain requests. Developers are forced to either stick with
JSON-based web services, or again, wrap their app in something
like PhoneGap.
YQL17 also provides a fantastic service for this, providing a robust
tool for making JSON requests to normally REST/XML-based APIs.
At any rate, beyond some of these stumbling points, it’s quite
impressive what is possible with web technology; 3D animations,
offline storage, and cross-device compatibility.
It’s easy to get the impression that Apple doesn’t value web apps as highly
as they do native software on the App Store. David feels that this isn’t
necessarily the case:
I think Apple has done a great job guiding WebKit and also
creating the most powerful mobile browser in the world. That
said, they obviously put more marketing focus behind native app
development, as it brings them revenue.
There are lots of features I’d love to see in Mobile Safari:
accelerometer access, more robust touch events, camera or
contacts access etc. But Apple has a limited team and they do make
great strides with the browser on a regular basis.
Luckily, as it is providing one of their key arguments against allowing
Flash on the iPhone, they’ve been forced to put a renewed interest
in the web standards recently, with a lot of emphasis on HTML5/
CSS3. This is doing great things to move the web forward altogether.
It’s worth re-iterating the downside of this development approach: your
application is not listed in the App Store, and Apple does not handle the
payment processing and distribution for you. This is a fairly important
17
http://developer.yahoo.com/yql/.
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63 Making a Development Decision
factor to consider, as it would be difficult – if not impossible – to reach the
profitability and popularity of some of the bestselling App Store software.
If you want to create an application for an existing user base (if you already
run a successful web application, for instance), this approach could be a
good one. For targeting new users, it’s likely to be a greater challenge than
the native route.
A number of different Javascript libraries have sprung up for helping with
the development of web applications, and they are worth taking a look at for
help when putting together your application front-end:
JQTouch
jqtouch.com
Spice up your iPhone websites using JQTouch, the JQuery plugin for mobile
web development.
iUI
code.google.com/p/iui
iUI is a Javascript and CSS framework for creating web apps which look
and act like standard iPhone apps.
iPhone Web Developer Toolbar
manifestinteractive.com/iphone
An ingenious bookmarklet from Manifest Interactive helping you to build and
debug iPhone websites.
PhoneGap
phonegap.com
As David highlighted, PhoneGap is also an excellent solution for turning your
web application easily into a native app.
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64 Making a Development Decision
Quick Guide: Creating an
iPhone Optimized Site
Although we aren’t delving too deeply into development in this book, I
thought it would be useful to quickly go over what you need to include in a
webpage, to ensure that it will function correctly on the iPhone.
It’s simply a case of including the following three declarations in your HTML
page, somewhere between the tags:
• The first of these removes the standard Safari navigation bar, and the
controls that are usually present across the top of the window. These
needn’t be present if you’re designing a web app that has its own set of
controls for navigating around.
• The second prevents the user from being able to zoom and scale the
interface – usually the case in websites – which makes the page feel far
more like a native application.
• The third and final declaration tells the iPhone where you’ve located
an icon file that will display when the user saves the app to their home
screen. This will have Apple’s glossy overlay placed on top of it, but if
you’d prefer for this not to happen, you can change the name of this
declaration to apple-touch-icon-precomposed.
In addition to these, you’ll also need to consider producing a stylesheet that
accommodates the iPhone’s screen size, and ensure that everything is well
optimized for a touch interface. Nettuts+ published an article18 that offers a
great insight into this, and is well worth taking the time to read.
18
http://net.tutsplus.com/tutorials/tools-and-tips/learn-how-to-develop-for-the-iphone/.
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5
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THE
IMPORTANCE
OF SIMPLE,
SEXY INTERFACE
DESIGN
As I’ve already mentioned, interface design is all-important, and
there are plenty of developers to profile in this section who are
doing a great job. We’ll also be talking to Sarah Parmenter, a highly
talented interface designer with plenty of experience to share.
Apple exerts a surprising level of control over the style that your
application should adhere to – it isn’t just a case of opening
Photoshop and creating something pretty. Depending upon the
type of app you’re creating, you may have less control over the
interface than you’d think.
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67 The Importance of Simple, Sexy Interface Design
Apple’s Human Interface
Guidelines
We’ve already dipped into the Human Interface Guidelines19 when looking
at different “types” of iPhone application, and it’s the most important guide
to read before you get started thinking about your application’s interface
and functionality. These walk you through the process of planning your
application at the outset, and move on to offer recommendations for the
style of interface you should design.
Just How Important is Interface Design?
In our developer survey, we asked people how important they feel
each of these four characteristics is for an application to be a success.
The results speak for themselves, and it’s clear to see what an
enormous role interface design plays in the success of failure of
your project:
Perfectly Crafted App
Store Listing
Low Price
Great Interface Design
Unique Idea
0 10 20 30 40 50 60 70
Irrelevant Not So Important Quite Important Very Important
Chart 1 P. 61
19
http://bit.ly/bvPM2b.
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68 The Importance of Simple, Sexy Interface Design
You’ll learn about the use of metaphors, direct manipulation, gestures,
accessibility, and different elements of the iPhone user interface.
One point worth highlighting relates to aesthetic integrity, and what this
means. Apple has a great explanation:20
Aesthetic integrity is not a measure of how beautiful your
application is. It’s a measure of how well the appearance of your
application integrates with its function. For example, a productivity
application should keep decorative elements subtle and in the
background, while giving prominence to the task by providing
standard controls and behaviors.
An immersive application is at the other end of the spectrum,
and users expect a beautiful appearance that promises fun and
encourages discovery. Although an immersive application tends
to be focused on providing diversion, its appearance still needs
to integrate with the task. Be sure you design the user interface
elements of such an application carefully, so that they provide an
internally consistent experience.
When placing focus upon “sexy interface design”, it’s incredibly important
not to make the interface design itself the end goal. Your application is
designed to serve a purpose and help the user complete a task. An interface
should, first and foremost, make this task simple and enjoyable to achieve.
Gorgeous interface design supports this process.
Apple’s guidelines also explain clearly how you should use gestures in an
appropriate manner. Steve Jobs was recently questioned about handwriting
recognition systems using a stylus.21 His response? “If you need a stylus you
have already failed.” Apple are strongly committed to the idea of a user’s
finger being the only pointing device they need:
20
http://bit.ly/ckTjGS.
21
http://d8.allthingsd.com/20100607/steve-jobs-at-d8-the-full-uncut-interview/.
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69 The Importance of Simple, Sexy Interface Design
There are real advantages to using fingers to operate a device:
They are always available, they are capable of many different
movements, and they give users a sense of immediacy and
connection to the device that’s impossible to achieve with an
external input device, such as a mouse.
However, fingers have one major disadvantage: They are much
bigger than a mouse pointer, regardless of their size, their shape,
or the dexterity of their owner. In the context of a display screen,
fingers can never be as precise as a mouse pointer.
When designing your interface, it’s important to remember this fact. Apple
specifies different size requirements for areas of the interface a user can tap
on, and you’ll want to follow these to ensure your app is usable.
I can’t overstate how useful the Human Interface Guidelines are to read
through, and fully understand before you begin designing the functionality
and layout of your app. Read it cover to cover, read it again, then
get started.
Why Is Sexy Interface
Design So Important?
Let’s move on to consider why interface design is actually so important.
Why are we drawn to attractive application design, and how can you, as a
developer, use this to your advantage?
Headquarters steers clear of the standard iPhone interface elements, and
creates a thoroughly unique look and feel. I asked the developer if this
involved a great deal more work than using the standard iPhone UI controls,
and whether the extra effort paid off:
With Headquarters, we actually went through about three or four
different designs before settling on the one you see in the app today.
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70 The Importance of Simple, Sexy Interface Design
In the end, we found that the
application simply looked more
polished and pleasing to the
eye with the dark, sleek design.
But more importantly, with the
high level of customization
we were able to integrate
completely custom controls
that wouldn’t stick out. Two
great examples of this are the
tabs on the dashboard and the
custom navigation bar we use.
Despite these two controls
being completely alien to the
iPhone platform, they fit in really
nicely and they open up the
ways a user can interact with
the screen.
We received a lot of great feedback on the interface – not only
because it looked good, but because people liked how the screens
were laid out. Although developing these custom controls extended
both our design and development cycles, they were definitely worth
the risk and the effort.
Glasshouse Apps, the developers of The Early Edition, took the approach of
crafting an interface that mimicked a real-life newspaper. This makes perfect
sense on the large iPad screen, but I asked Graham whether he thought it
could work equally well on the iPhone:
My gut feeling is that real life metaphors can work well at any
size. It just depends on the suitability of the object you’re alluding to
and how seamlessly you can integrate it with your app.
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71 The Importance of Simple, Sexy Interface Design
Many applications use this idea of metaphor – designing something on
screen that closely resembles a physical item. Apple’s Notes application
is a good example of this, as are the sticky notes found on the Dashboard
of OS X.
Any interface design that makes you stop and say “wow” usually uses some
form of metaphor in one way or another. It could be something as obvious
as the newspaper above, or it could be more subtle – a gorgeous, realistic
texture, for instance.
It is, of course, important to remember that “design” is far more than just
how your application looks. It’s also crucially about how it works. Marc, from
Bjango, had something really interesting to say in this regard:
I think a great interface and app workflow is crucial. After all, it’s
the only thing a user sees. You may have a world class app backend
(which is also important), but the user can’t actually see that. They
only see your user interface.
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72 The Importance of Simple, Sexy Interface Design
Now might be a good time to mention that we consider design to
be the way something works, as well as the way it looks. They go
hand in hand. When we’re mocking and testing different layouts,
everyone’s involved.
Design certainly isn’t just the role of one person. It’s more about
structure than colouring in pixels.
The Interface Design
Process
You have a few different options available when approaching the interface
design of your application. If you expect the layout to include mainly
standard iPhone controls, then you’ll probably be able to work on the
positioning and layout of these yourself.
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73 The Importance of Simple, Sexy Interface Design
If, on the other hand, you want a more customized user interface, you’ll
need to think about hiring a designer. If you have experience in this area, by
all means explore how you could design the interface yourself. If not, there
are plenty of great interface designers who specialize in working with iPhone
developers.
Though the cost of hiring an interface designer will vary depending upon the
experience of the designer you hire, someone fairly talented may well charge
a few hundred dollars per day.
Although this sounds expensive, it is a choice that’s worth spending some
time on, and carefully considering. If you want your application to really
stand out from the crowd but have no design experience yourself, an
interface designer could go a long way towards turning your app into
a success.
One such designer, Sarah Parmenter, walked us through the process
she takes when designing iPhone applications. This offers a good insight
into how the process could work if you approach this task yourself, or
what to expect when hiring an interface designer to craft your application’s
UI for you.
I generally get sent a beta of the app to test drive and make
notes on. I nearly always go through a wireframe stage, even if
I haven’t been commissioned to do so, as there may be tweaks
and adjustments that could be made to benefit the user that the
developer has not thought about.
I produce this as a Keynote presentation and design screens
with notes and annotations on each document so that the
client has something to either pass on to their developer or use
as reference.
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74 The Importance of Simple, Sexy Interface Design
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75 The Importance of Simple, Sexy Interface Design
I almost always start on paper and then move into Photoshop for
the actual design elements. Once I have crafted the UI, I then move
these back into a Keynote document and annotate the screens again
so that the client understands why things may have been designed
in a certain way.
I find that explaining design decisions rather than just sending them
a screenshot is always a better way to communicate.
Designing an iPhone interface isn’t simple. There are unique challenges
associated with the interfaces of mobile devices – even if you feel
comfortable in Photoshop and Illustrator, it can be a bigger hurdle than
you’d expect.
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76 The Importance of Simple, Sexy Interface Design
It isn’t just a case of putting together a screen full of pretty graphics. You
also need to consider how animation and movement should display, the way
in which different pages interconnect, how the interface should adjust for
different orientations, and spend time thinking about minimum hit size (and
correspondingly, how large different interface elements need to be).
The latest release of the iPhone has a far higher resolution screen (960x640
pixels) at greater pixel density (326 ppl) than we’ve ever seen before on
a mobile device. This means that graphics will use more pixels for the
same effective artwork size – something your interface design should take
advantage of.
If you do decide to hire an interface designer, Sarah had some great tips to
ensure that you approach the process as well-prepared as possible:
I receive projects in all kinds of phases. I get clients who just have
an idea for the app, I get sketches, full wireframes and then betas
of apps which need some UI help. All of those mentioned require
varying degrees of work and budget allocation, so a developer would
need to be sensible when approaching a UI designer as to what their
budget is and how they want to spend it.
If you are unsure of what you are doing, and on a shoestring budget,
then try to do as much of the groundwork yourself and simply hire
a professional as a consultant for an hour or so to check over your
work and suggest any changes.
Whether or not you choose to hire an interface designer, it’s vitally important
that you give this stage of the process the time and investment it deserves.
You may have hired an incredibly talented developer, but this doesn’t mean
that they can also design a beautiful interface (in fact, this is hardly ever
the case).
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77 The Importance of Simple, Sexy Interface Design
Crafting an Irresistible
Icon
After you’ve perfected the design, functionality and interface of your
application itself, you’ll need to start thinking about producing an irresistible
icon. It’s impossible to overstate just how important your app icon is – it’s
the one element of branding that appears everywhere, and needs to clearly
convey what your application is all about.
Achieving this in a 57 square pixels is no mean feat, and it can be a very
challenging process to get right. Apple has a few suggestions surrounding
icon design that they like developers to follow:22
This is a place where branding and strong visual design should
come together into a compact, instantly recognizable, attractive
package. Try to balance eye appeal and clarity of meaning in your
icon so that it’s rich and beautiful, and clearly conveys the essence
of your application’s purpose.
It’s best to stick with a bold image that conveys your application’s branding,
rather than trying to include text within the icon.
You also need to produce a 512x512 version of your app icon that Apple
are able to use for promotion if they decide to. This can include a greater
amount of detail than the smaller app icon, and it’s a good chance to inject
some UI beauty and texture.
Renowned icon designer Sebastiaan de With had three pieces of great
advice to share on this topic:
First off, look carefully at how Apple designs interfaces and icons.
Redraw them, study them, and learn their style and the constraints
22
http://bit.ly/caLQqX.
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78 The Importance of Simple, Sexy Interface Design
the designers imposed on themselves to make designs fit in and
achieve a consistent result. Always consider consistency with the
OS; it can be the difference between ending up on some screen or
on the home screen, front and center. Steal that spot.
Second, go design. Done? Start taking stuff out. What can you
remove? Even more? Take it down to the basics and then some. A
gold star if you chose a concept that was delightfully simple and
appropriate in your first swing at the icon.
Lastly, have some fun. If you make sure your design is simple and
feels ‘native’ to the iPhone or iPad, you can see how much fun
you can have in those little rounded squares. There are a billion
possibilities, and it’s fun to dive in and see what those are!
Sebastiaan also had a few tips regarding whether it’s a good idea to attempt
icon design yourself, or hire a professional from the outset:
Generally, it’s a good idea to hire a designer. But don’t take that
from the designer guy. If you’re capable and can be brutally honest
in judging your own product, by all means design for yourself. If
you’re unsure of the quality of your design work, let some designers
take a look. You can always hire a designer if you feel the need.
This sentiment is echoed by Bjango, who has a distinctive style across all
their application icons:
I find designing app icons difficult. It’s such a challenge to sum
up everything your app does in a single, memorable and beautiful
symbol. Something that is focused, descriptive, yet uniquely yours.
I think my only tip would be to find someone who’s a great icon
designer and pay them to do it for you. Although that’s advice that
we haven’t taken ourselves.
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79 The Importance of Simple, Sexy Interface Design
If you really have to design your icon yourself,
then you will probably want to ensure you have a
prominent colour, a recognizable silhouette and
something that works very well at small sizes, but
also plenty of detail when the icon is shown large.
Make sure you fine tune for all sizes, too.
You’ll definitely need to fix and tweak your final
57x57 pixel (iPhone) or 72x72 pixel (iPad) home
screen design.
Apple specifies a number of different required sizes for
icons, and you’ll need to provide various resolutions
for their different devices (iPhone, iPad, and the high
resolution iPhone 4). These are outlined in the following
table:23
Apple’s Icon Size Requirements
Size for iPhone
Size for iPad
Description and iPod touch
(in pixels)
(in pixels)
Application icon 57x57 72x72
(required)
114x114
(high resolution)
App Store icon 512x512 512x512
(required)
Small icon for 29x29 50x50 for Spotlight
Spotlight search
results and Settings 58x58 29x29 for Settings
(recommended) (high resolution)
23
http://bit.ly/c4f64Y.
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80 The Importance of Simple, Sexy Interface Design
Document icon 22x29 64x64
(recommended for
custom document 44x58 320x320
types) (high resolution)
Web Clip icon 57x57 72x72
(recommended for
web applications 114x114
and websites) (high resolution)
Toolbar and Approximately 20x20 Approximately 20x20
Navigation bar icon
(optional) Approximately 40x40
(high resolution)
Tab bar icon Approximately 30x30 Approximately 30x30
(optional)
Approximately 60x60
(high resolution)
Launch image 320x480 Both 768x1004
(required) (portrait)
640x960
(high resolution) and 1024x748
(landscape)
Design Kits, Interfaces
and Icons
In this short section, we’re going to share a series of links and resources to
assist with your own interface design.
Some of these are pre-built templates that you can use in Photoshop or
Illustrator, others are great tools that can help with wireframing and getting
your ideas down on paper!
iPhone GUI Design
teehanlax.com/blog/2009/06/18/iphone-gui-psd-30/
This brilliant Photoshop GUI kit comes with all the different types of buttons,
sliders and graphics you need to quickly create mockups of your apps.
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81 The Importance of Simple, Sexy Interface Design
iPhone PSD Vector Kit
smashingmagazine.com/2008/11/26/iphone-psd-vector-kit/
Smashing Magazine brings a much simpler iPhone GUI for those of you
focusing on straightforward applications.
iPhone Application Sketch Book
amazon.com/gp/product/1430228237
For those of you who prefer to sketch out your applications, this book
provides 150 templates at 1.5x zoom. Plenty of room to jot notes and
wireframe in style.
iPhone Stencil Kit
uistencils.com/products/iphone-stencil-kit
A brilliant little stencil with all the major buttons and shapes you will need to
create quick and sharp mockups of your iPhone apps.
iPhone Sticky Pad
uistencils.com/products/iphone-sticky-pad
Design your iPhone apps on this sticky pad that ties in with the above
stencil. You can then stick your designs around the office and create
flowcharts of your apps.
Icon ‘Shine’ Kit
notlost.blogspot.com/2008/10/iphone-icon-shine-kit.html
Easily recreate the glossy icon shine using this clever kit. Simply drop
your flat image into the kit and it layers the shine over the top. Saves time,
looks great.
App Sketchbook
appsketchbook.com
Quickly put your iPhone and iPad app designs on paper. These sketchbooks
come in various different styles and sizes for different devices.
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6
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LEARNING TO
KEEP IT SIMPLE
AND ITERATE
Most successful apps tend to approach a fairly simple concept,
but execute it phenomenally well. Even if you have a huge,
grandiose idea for your application, beginning with a basic feature
set is certainly the best place to get started.
Determine the bare minimum of what a user would be satisfied
with, and consider producing just that. This cuts down on
development costs and ensures people understand clearly what
the core functionality of your application is.
It’s easy to add new features as they’re requested, but you’ll
encounter far more resistance if you try to remove something that a
few dedicated users have become accustomed to having available.
Apple actually advises this approach in their developer guidelines.
They suggest that you should launch an application with minimal
features, and then work on the basis that the most oft-requested
features should probably be included.
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84 Learning to Keep it Simple and Iterate
Iteration in Action
This iterative process has been used by many of the most successful
applications in the App Store. Select Start Studios completely understand
the importance of starting simple, especially when building upon an API:
When creating larger, more complex applications, it’s always
important to remain focused on adding value. It’s easy to throw in a
ton of little cool features, but it’s my personal belief that if there are
features that are not helping the users accomplish their primary task
then these features are in the way.
If you look at Facebook’s iPhone application, it’s very limited in
comparison to their website yet it’s a fantastic application. It allows
users to make posts, see other posts, upload photos and a few other
small things. It doesn’t let you access your games, your apps or any
of the extra stuff that Facebook has added over the years; it focuses
on what’s important to the platform and it does it remarkably well.
37signals’ philosophy seems to be that keeping a product simple at
launch – building half a product, rather than a half-assed product – is a good
way to develop. They took this approach when developing their iPhone
application for Highrise, and feel it’s particularly important when developing
for a mobile device:
The Highrise application we built for the iPhone omits a fair amount
of stuff, so that we could wrap it up and get it out quickly. We’re
working on another app at the moment that’ll go even simpler still24.
I think if anything, it’s even more true on a mobile device that the
app has to be simple. When you have three minutes of downtime
to do something with your phone, you just don’t have the patience
for complexity.
24
This turned out to be “Sketch”, a straightforward sketching/drawing app for the iPad:
http://37signals.com/draft.
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85 Learning to Keep it Simple and Iterate
In a similar vein, when launching Ego, Garrett Murray started out by only
offering statistics for a handful of web applications and services. He’s
gradually increased the scope of the application over time:
There’s definitely a benefit to starting simple. As the old adage
goes, release early, release often. This is especially the case when
you take into account the volatility of the App Store – it’s much
better to get a product to market and to add functionality than to sit
on it for a year without a release. You’re not making any money if
there’s no product out there earning income.
With Ego, my initial focus was to cover the few services I wanted
right off the bat (FeedBurner, Mint 2 and Twitter). I built the core app
with growth in mind so it would be easy to add new services down
the road, which is exactly what I’ve been doing over the last year. I
started with three, now Ego supports eight. And there are several
more to come over the next few months.
The App Store is full of examples where this process has worked for a
developer. Most successful projects focus on one simple task, helping the
user complete it as easily as possible. Apple states that “an app must solve
a user’s problem clearly and elegantly.”25 Stripping away all the unnecessary
clutter is the absolute best way to achieve this.
25
Eric Hope – User Experience Evangelist, Apple (via Sarah Parmenter, FOWD London 2010)
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7
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PRICING YOUR
APP RIGHT
Pricing is a tricky concept, and can be very difficult to nail the first
time around. Different companies take wildly different approaches
to pricing their apps, and have equal success aiming for a high
price as compared to a lower price.
If you believe that your application offers enough value, don’t be
afraid to charge more than a couple of dollars – people will happily
pay, and many examples exist that show this approach works. Just
take a look at Apple’s “Top Grossing” list.
Fortunately, the App Store has given developers the option of many
different pricing models, each of which has its own advantages and
disadvantages. In this chapter, we’ll investigate which choice might
be right for you.
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88 Pricing Your App Right
Breaking Down Your
Revenue
In all likelihood, you’re getting into the App Store business to make money.
Whether this is through direct sales of your app or advertising – the motive
is usually the same. With this in mind, it’s important to understand Apple’s
revenue breakdown clearly.
As I’ve mentioned before, the way that revenue sharing works means that
you receive 70% of all sales of your app, and Apple takes a 30% cut in
exchange for handling downloads, bandwidth, credit card processing, and
distributing your app.
Apple pays you on a monthly basis, so be prepared to wait a little while
before the revenue from your sales reaches your bank account. You’ll also
need to generate at least $250 worth of sales before Apple will release
a payment.
Before you pick a pricing model, or decide to give away your application
for free, it’s important to consider what the ongoing costs will be of running
your app. Although Apple handles downloads, payment processing,
etc., you may need to maintain a server that is capable of powering any
community features you implement.
As your application grows in popularity, so will the demand placed upon the
hardware that you maintain yourself. Even if this is just a simple database,
several thousand simultaneous users is still going to pose a problem. Be
sure to factor this in, and plan carefully so you aren’t left with a huge hosting
or bandwidth bill.
For those of you considering the web app route, it’s worth mentioning that
the process of deciding how to price and sell your app can be difficult.
David Kaneda had the following to say:
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89 Pricing Your App Right
Pricing is a universal challenge, to web and native alike. Most web
app developers are currently using PhoneGap to get their web
apps sold in the App Store — they could obviously create an entire
repeatable payment system to go along with their app (as most
desktop web app makers do), but I’m not sure how comfortable
people are with mobile web app subscriptions quite yet.
The Pricing Dilemma
Broadly speaking, there are two options available to you when deciding how
to generate revenue from the App Store:
1. Give your app away for free and generate revenue from advertising or in-
app upgrades
2. Charge for your application outright
One of the predominant models on the App Store is to utilize both of these
options – offer a free version of your application, and an ad-free commercial
version with additional features. This approach is taken by The Iconfactory
with Twitteriffic:
We took this approach because we wanted to get Twitterrific into
as many people’s hands as we could, and still get some return on
our investment.
Many people don’t have any problem with viewing advertisements
and for them, Twitterrific is great. Those who do, or who want
to directly support our development efforts, can purchase the ad-
free version.
It really is the best of both worlds.
This is the iPhone equivalent of a “freemium” model – giving away a
certain level of functionality for free and tempting users to pay for the full
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90 Pricing Your App Right
experience. It works in all manner of different niches, but particularly well for
games. Giving away one level lets people get a feel of how the game works,
and draws them in to purchase the full application to play further.
In this respect, pricing becomes something of a marketing technique to
persuade people to “try before they buy”.
Do Users Download Trials?
We asked our readers whether they download these free application
“trials” before purchasing the full version. 52% always download the
freebie, 44% sometimes try before they buy, and only 4% “usually
just purchase” the full version.
This goes some way towards showing the power of this marketing
method. If you’re confident enough that a free trial of your
application is the best way to persuade users to buy, you should
go for it.
It’s important to understand that price alone doesn’t need to be the key
motivator to persuade people to buy. Wallet, for instance, at $4.99, is priced
slightly higher than the “baseline” standard for iPhone apps which is which
is around $2.50 in North America.26
26
http://www.readwriteweb.com/archives/average_price_for_iphone_apps_keeps_falling.php.
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91 Pricing Your App Right
I asked the developer what their main considerations are when deciding
on a price, and whether people are happy to pay more for higher quality
applications:
Pricing really depends on what your app
does and who you’re trying to reach. With
Wallet, our biggest immediate audience is
those who use the Mac version of the software.
For them, price isn’t too much of a concern.
They’re happy to be able to buy an app that
lets them sync over and access all of their
important data on their phone – something
they’re likely to use every day.
Of course, there are also a significant number of people who buy
Wallet for iPhone yet don’t use the Mac version. We didn’t want to
scare these people away, so it was important to still price Wallet
competitively with other standalone apps.
In general, I think most reasonable people are willing to spend a little
more for a higher quality application if it’s something they’re going to
use a lot. That being said, people have also become accustomed to
fairly low-priced apps in the App Store.
If the price tag is higher than $10, they might not even take a look.
The trick is to ensure you charge a price that considers both the functionality
of your application, the type of person using it, and how often they will use
it. Here’s a general idea of how you could think about these factors affecting
price:
App Used Rarely App Used Often
Older / Professional Mid-Priced High Price
User $1.99-$4.99 $4.99+
Young / Low Price Mid-Price
Casual User $0.99-$1.99 $1.99-$4.99
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92 Pricing Your App Right
Avatron take the approach of putting themselves in the shoes of their
customer:
We look at it as our customers would. What would we be
willing to pay? And like good MBAs, we “maximize demand curve
utilization” by experimenting with prices and studying price elasticity.
People are absolutely willing to pay a premium for apps that provide
value to them. If you take a look at the top grossing list, it isn’t
packed with $0.99 apps.
What Are Users Willing to Pay?
One of the questions we asked in our iPhone user survey was “What
is the most you’ve ever paid for an iPhone app?” The results were
interesting. The overall average was $14.58. A few people had never
paid for an app, and a few had paid up to $100.
By far the most common response was around the $10 mark. One
third of all our respondents had paid a maximum of exactly $9.99 or
$10 for an application, suggesting that a large majority of people are
happy to pay a respectable fee for software that really helps them
solve a problem.
There is, of course, the option to do something slightly different.
Simplenote’s pricing model is particularly interesting, based around an
advertising-supported free version, and a yearly subscription to remove
advertisements and unlock premium features. This was done in an effort to
move beyond a traditional pricing model:
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93 Pricing Your App Right
We were experiencing some measure of success with a more
traditional pricing model, and could probably have maintained that
as a profitable small business. But we’re thinking bigger. It’s very
motivating to have an impact on people’s lives. The more people
we can help, the more motivation we have to keep improving the
service, and the more potential we have as a business.
This was a risky move for us, the results of which aren’t entirely
clear yet. We need to keep growing. We’re working hard on the next
major version.
On the surface, it might seem that the App Store has a fairly strict “paid or
free” approach to generating revenue. This is far from the case, and you
actually have a great deal of flexibility on how to charge for your application.
What is the Usual Weekly Budget?
One final question we wanted to ask our readers related to their
weekly “app budget”. Just how much are people happy to spend on
software each week?
An overwhelming majority, over 80% of respondents, spend
between $0 and $5 each week. Around 15% spent $5-10, and only
a handful spend any more than $10 each week.
Users don’t have a limitless budget, and you need to compete for
their hard-earned cash!
Advertising Options
If you choose to take the approach of giving away your application for free
(or at least offering a free version), you’ll want to consider the different types
of advertising available.
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94 Pricing Your App Right
Mobile advertising has taken off in a huge way since the iPhone rose to
popularity, and there are many different advertising companies competing
for your business. Here are just a couple to consider, each taking a different
approach:
iAdSM Advertising System – advertising.apple.com
As this advertising platform is provided directly by
Apple, we’ll take a look at it first. iAd debuted in
the iPhone’s latest operating system update –
iOS 4. Apple wanted a way to integrate
advertisements within applications so that the
user doesn’t need to leave a particular app and
visit a website after clicking an ad.
If you’re a developer, the iPhone SDK 4 lets you easily embed iAd rich
media ads into your application that are dynamically delivered to the user’s
device. You set the system up, and Apple handle filling the space with an
advertisement.
The agreement and breakdown is fairly simple. As a developer, you receive
60% of the advertising revenue generated. Apple keep the other 40% as a
payment for finding advertisers and handling payment.
You are, of course, not limited to using Apple’s advertising system. Various
others still exist – some on traditional impression or click models, and others
through different means.
Google / AdMob – admob.com
Another advertising network, recently acquired by Google, is AdMob. This is,
in effect, a direct competitor to iAd. You can integrate the service into your
app, and are paid on a monthly basis for any advertisements sold.
Fusion Ads – fusionads.net
One advertising platform that has found
its way into a number of wonderful
iPhone apps is Fusion Ads. They
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95 Pricing Your App Right
display their advertisements in applications such as Byline, Simplenote,
Textie and Trackthepack.
This is an “invite only” advertising network, and focuses mainly on design-
centric services. It’s good to know about, though, and worth keeping an eye
on if your application falls into this particular niche.
What Do Users Think About Advertising?
We asked our iPhone users how they feel about iPhone advertising;
if they’d rather have a free app with advertising, pay for an ad-free
app, or whether they didn’t mind:
I'd rather have a
free app with
advertising (27%)
I don't mind
(36%)
I'd rather pay for
an ad-free app
(37%)
Chart 1 P. 88
If you were hoping for an easy answer, sorry to disappoint! The
results are incredibly evenly split, which re-enforces the choice of
many developers to offer both routes. Offering an advertising funded
app, with the ability to turn off advertisements for a fee, might be the
best solution.
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8
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THE PERFECT
PROMOTION
MIX
There are two important stages when promoting your
application – at launch, and on an ongoing basis.
Spending time and effort (not necessarily money) in the run up
to your application launch can be a brilliant way to get noticed
immediately. Many successful applications are adopted very
quickly, and make their way into Apple’s top listings within a
few days. Unless you’re incredibly lucky (or have a completely
outstanding idea), this type of response won’t come easily.
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98 The Perfect Promotion Mix
Perfecting Your Website
The bottom line is that it’s down to you to be the ambassador for your
app. You can’t just hit submit, and expect to be an overnight success
purely because you’re in the mystical “App Store”. Dave Verwer feels the
same way:
The most important thing here is to not depend on the App
Store to be your marketing. It’s only really an effective marketing
mechanism for the apps in the top charts (less than 0.05% of the
apps in the store are currently in the US Top 100 chart). Realistically,
you are not going to get there without alternative methods of
marketing.
So once the App Store as a marketing mechanism has been
discounted, you are left with traditional marketing methods. The
most important of these is also the simplest! Talk to people about
your application. Tell everyone you can find about it, write to
bloggers and people who are influential in the area that you want
your application to sell. Go to conferences and Apple events, tell
everyone who will listen about it!
As we mentioned previously, there are various techniques you can employ to
make sure that your App Store listing is as clear and compelling as possible.
That’s one route to perfect, but the other is your application’s website.
This is your chance to give a far greater amount of information to a
potential buyer, and really impress them with your app’s functionality right
from day one.
Dave Verwer outlines two options for your website:
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99 The Perfect Promotion Mix
It is very important to have a web site for your application –
something that people who are interested can visit and find out more
about you and your app.
For smaller apps, this could be a page on your existing company site
or for larger apps it could be a dedicated web site like we produced
for our app, Balloons!27
Generally speaking, both of these techniques can work well. The important
thing to remember is that simply tacking another page onto your existing
site isn’t enough. You need to create something that carries the style and
branding of your application onto the web.
Sophia Teutschler has a few interesting thoughts to share:
In my opinion, a product website should go beyond what the App
Store page offers. Most important are ways to show what the app
does without relying on a demo version. More screenshots than on
the App Store page are a must, but several tutorial videos work best.
I always liked the way Apple does these kind of videos by coupling
the tutorial with emotion.
27
http://balloonsapp.com.
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100 The Perfect Promotion Mix
Here are just a few examples of iPhone app websites that are executed
extremely well:
sophiestication.com/articles
tapbots.com/software/pastebot/
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101 The Perfect Promotion Mix
rampchamp.com
It’s obvious that the same care and attention went into these websites as did
the applications themselves. For some more great examples, take a look at
one of our recent posts on iPhone.AppStorm.28
Quick Guide: Creating a
Video Demo
One important element to get right is the video demonstration. There’s no
easy way to record video from your iPhone directly, but there are a few
clever tools to achieve something similar using the iPhone Simulator on your
desktop.
You’ll need three things:
1. Your favorite screen recording application – Screenflow, Camtasia, Jing,
or any other similar app.
2. A piece of software that changes your mouse cursor into something
more useful for a demo video, and makes the iPhone Simulator more
28
http://iphone.appstorm.net/roundups/design/40-stunning-iphone-developer-websites/.
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102 The Perfect Promotion Mix
realistic. SimFinger29 is a great
solution, but PhoneFinger30 also does
the trick.
3. I’d recommend SimFinger in
particular, as it has the ability to
add other application icons to your
iPhone home screen, change the
carrier to something more realistic
than “Carrier”, and add a layer of
gloss over the simulator display.
4. Your compiled app, running in
Xcode’s iPhone Simulator
It’s then just a case of recording the
portion of your screen containing the iPhone Simulator, running through a
few of the app’s features (keep it short and snappy), and adding any final
extras in a piece of video editing software such as iMovie.
You can overlay your own audio commentary later if you decide to, though
ideally your app should be designed in a way that doesn’t require a
voiceover to describe what’s going on!
Export the video to your favorite video sharing website, and embed it into
your website for everyone to see. Far more people will be likely to pay for
your app if they can see it in action before they buy.
Generating Launch “Buzz”
“Buzz” is a vague concept. It’s easy to see when another application has
it – the Internet lights up with mentions of a particular app, developer, or
website. But how do you start this process in motion for your own creation?
29
http://github.com/atebits/SimFinger.
30
http://www.wonderwarp.com/phonefinger/.
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103 The Perfect Promotion Mix
First and foremost, you need to create something brilliant. It either needs to
look visually stunning, or offer a completely immersive and addictive user
experience. People should want to talk about your app.
Bjango had some fascinating thoughts to share on generating buzz, and
how to handle a successful launch. They feel that you can take one of two
approaches:
Option 1: Ultimate secrecy
Anyone who’s familiar with Apple will know how this one works.
Prepare well, and hide every last detail. Then, when the time is right,
prep the press and launch at full velocity. It’s a gamble, but means
you’ll hit everywhere at once. It typically only works if you’re well
established.
Option 2: Slowly building momentum
A carefully placed trail of hints, teasers and full blown video demos.
The idea is to spread as much information about your product before
launch as possible, so that when it’s finally released, everyone buys
at once, giving you momentum and a decent chance of success.
It also means you can gain feedback about your app before release.
But beware, you’ll also be held accountable for any features you’ve
said you were going to include, and the competition will know what
you’re up to.
We’ve tried both. We’ve also seen both methods work for other
companies. To be honest, I’m not entirely sure which is best. I think
the most important part of the entire process is having an app that’s
worthy of discussion. Something so incredible that people have to
tell their friends about it.
One application that launched with great success was Attic, an iPhone app
for finding hidden gems within your iPhone’s music library. Devin Ross found
press releases sparked quite a bit of interest, as bloggers and users picked
up on the app:
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104 The Perfect Promotion Mix
I released Attic on March 1st, and stayed up all night just to make
sure everything went smoothly. I sent out press releases with promo
codes to a list of blog sites that morning.
I started to see a bunch of mentions on Twitter and I knew
something organic was happening. I was surprised how fast it was
too. John Gruber picked up on the application and linked to it on
his site. That brought tons of traffic. I never sent a press release to
him either.
In retrospect, I wasn’t aware of how fast people picked up on the
application.
Sending out promotional codes to blogs can be a good solution, as can
offering them to sites that would like to run a giveaway. It’s important that
you don’t rely completely on a traditional press release. Dave Verwer has
some more thoughts to share on this topic:
Press releases are useful to help get the word out once you
release your app. You can use a service such as PRMac31 to get a
broad distribution of your release to hundreds of sites, but do not
rely too heavily on this as bloggers and journalists can get hundreds
of press releases a day.
Do make a press page on your web site, though (like we did for
Balloons!) and have all of your artwork, videos, and everything else
that reviewers might need if they do decide to talk about your app.
These are great points to take note of. iPhone.AppStorm receives several
requests every day from developers looking to have their application
reviewed or covered on the site. I go through a three question process when
deciding whether to commission a review of a particular application:
31
http://prmac.com.
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105 The Perfect Promotion Mix
1. Is the email personally directed to me, or the site? If it’s a generic press
release sent out in bulk to hundreds of people, it doesn’t reflect well on
the developer. It’s worth taking the time and care to send someone a
personal message.
2. Does the idea sound interesting? If the application is just another clone
of something remarkably mundane, I’ll likely pass over it in favor of
something else that’s different and unique.
3. How much care and attention has been put into screenshots, branding,
and the app’s website? If the interface looks logical, clear and well-
designed, it’s always a positive sign.
If all three of those conditions are met, then I’m likely to download the
application, give it a try, and write a review if I feel that our readers will find
it useful.
A final application to profile that got all of these pointers completely correct
is Ramp Champ – a game that had a phenomenally successful launch. I
asked Gedeon from The Iconfactory what their main promotion techniques
were, and which factors held importance in its surge to popularity:
We used many of the most popular methods available today,
Facebook, Twitter and, of course, blogging about Ramp Champ on
our main website.32
What probably helped the most, however, were the tiny sneak peaks
of some of the artwork from the game that we posted and leaked
a month or so prior to launch. This really helped build anticipation
for the game so when the actual launch rolled around, many people
already knew about it.
Traditional advertising such as web and print were used only
sparingly. These old ways of advertising are not nearly as effective
any longer.
32
http://iconfactory.com.
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106 The Perfect Promotion Mix
The idea of building up a community during development, offering “sneak
peaks”, and keeping people informed can be a great technique. It means
that when you do come to flip the switch, you have an established base of
people ready to buy your application.
Reaching Apple’s Top Lists
If you’re able to gather enough promotion to push your application into one
of Apple’s Top Lists, then you are on the path to a really successful launch.
Many iPhone users browse these as a guide to what’s new and popular on
the App Store, so being featured here is a great way to fuel sales and ignite
a catalyst effect.
I asked The Iconfactory to share a few statistics about how many sales
it takes to reach the Top 10 rankings in the App Store, and how being a
“Featured” app affects interest:
As the App Store grows and more apps are added, it takes more
and more effort or “push” to reach the top lists. Generally speaking,
if your app is selling 300-800 copies a day, then you’re probably
in the Top 100 somewhere. If you’re app is selling over 1,000 then
you’re probably in the Top 50.
Being a featured app definitely helps. Typically this will at least
double your sales, if not triple them, at least for a short while.
However, being featured isn’t nearly as good as being in that Top 25.
Once you’re there, the increased visibility serves to increase sales,
and maintain your position. You can sit in the list for a while if you
have a good product.
Dave Verwer also had a few statistics to share on this subject, based on one
of his recent projects:
Sales requirements vary wildly depending on the category of
application and whether your app is free or paid. I can give a recent
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107 The Perfect Promotion Mix
example though; we have a free application which has been in the
Top 100 free photography apps charts in several countries around
the world since it launched a couple of weeks ago.
When we were in the top half of the Top 100 charts, we were getting
between 1300 and 1600 downloads per day, and now we are in the
bottom half of those charts we are getting between 600 and 800
downloads per day.
Obviously the numbers will be smaller in the paid photography app
charts and those numbers would need to be significantly bigger to
get into the top 100 charts in a very popular category like Games or
Entertainment.
What better way to find out how users find new applications
than just to ask them? That’s what we did, and the results were
as follows:
Recommendations
from Websites
Recommendations
from Friends
Searching the App Store
Browsing by Category
Apple's Top Lists
0 100 200 300 400 500 600
Never Not So Often Quite Often Very Often
Chart 1 P. 98
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108 The Perfect Promotion Mix
cont’d
A large proportion of readers find recommendations from websites
useful, along with Apple’s Top Lists. Far fewer browse through the
different categories within the App Store.
Interestingly, no one method had a particularly high number of
people “never” using it. Users tend to utilize all these methods to
some extent, even if a few are explored more regularly than others.
This suggests that it’s certainly worth promoting your application
through all these avenues – particularly approaching blogs and
websites. Admittedly, this outcome could be slightly biased as
most respondents found the survey through AppStorm – an iPhone
software website!
Finally, we spoke to Dave Howell from Avatron:
We’ve had good luck with the rankings. So far, three of our apps
(Air Sharing, Air Sharing HD, and Air Display) have reached the
position of #1 top grossing third-party app. The number of sales
required to hit that mark has changed over time, but generally has
been over $15,000 per day.
Do I Have Any Chance of Reaching the Top 100?
With so many different applications in the App Store, it can often feel
that reaching any form of “Top List” is impossible. In our developer
survey, we asked respondents whether they’d ever reached Apple’s
Top 100:
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109 The Perfect Promotion Mix
cont’d
Yes (24%)
No, not yet! (76%)
Chart 2 P. 139
If almost a quarter of our 80 survey participants were able to make
it, so can you!
Unfortunately, there’s no secret formula to pushing yourself into the realms
of a Top 10 iPhone application. You’ll need a great idea, a well designed
interface, and plenty of launch promotion to give yourself a chance.
You’ll also be more likely to reach this level if you already have a track record
on the App Store. If iPhone users have enjoyed your software before, they’ll
be far more likely to spend money on your latest release.
Go Social With Your App
The power of social media is something that cannot be overlooked. It’s
almost a certainty that everyone in your user base will use some form of
online social service, be that Twitter, Facebook, MySpace, or any other
website around the world.
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110 The Perfect Promotion Mix
You can use this fact to your advantage when designing an application.
Many successful apps have a way to link your Facebook/Twitter account
with the software, for sharing statistics and achievements, or playing along
with your friends.
In its most basic form, this could take on the idea implemented by the
developers of Canabalt.33 This allows you to send out a tweet letting people
know how far you progressed in a particular game:
Other games take this to a more in-depth level, and require that a user
connects to their social media account in order to use it.
Whichever method you use, this type of social integration can mean than
your users help to promote your application for you. Posting out tweets and
updates from the app (providing they have specifically given their consent to
do so) is a great way to easily find new users.
The power of word-of-mouth shouldn’t be overlooked. People’s
recommendation of your application – whether done explicitly, or through
33
http://www.canabalt.com.
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111 The Perfect Promotion Mix
allowing the software to let their online “friends” know that they are using
the app – is very important. Simplenote relies on this to a large degree, and
have found it to lead to reliable, organic growth:
We experimented with hiring a marketing company for a short
period of time, but the results were very difficult to track precisely.
For now we’re happy with solid organic growth. The vast majority of
people hear about Simplenote from a friend, co-worker or blogger.
Use social media to your advantage, and make sure that it’s at the forefront
of your mind right from the start of the development process
Connecting With Users
Social media is not only a great way to have users promote your application
for you, but also offers a channel to enter into a conversation with them. Set
up a Twitter and Facebook account for your app, and keep track of what
people are saying about you. It will give you the opportunity to help people
out who are having problems, and thank people when they say something
positive about your app.
Bjango couldn’t have put this better:
In terms of connecting with users and building a following, you’ll
need to find where your users are, and join in the discussion. If that’s
on Twitter, then make sure you’re there to answer any questions they
have. Be honest and sincere.
As well as this, building up a gradual following on these different services
will be an invaluable asset when you come to launch your next killer
application. An existing base of engaged customers are very likely to
purchase your work in the future, and they are also a fantastic resource for
gaining feedback on app ideas, mockups, and betas.
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112 The Perfect Promotion Mix
I asked the developers of Headquarters about the techniques they use to
keep users interested in their application, and whether an email mailing list
worked particularly well:
We actually use a few techniques to keep people interested
in Headquarters. We post updates on Twitter, our mailing list and
spread the news via word of mouth. On top of all that, we also ran
some advertising on Fusions Ads. Out of all of the different methods
we use to generate interest in Headquarters, I think the most
important and most effective way was to generate buzz via word
of mouth.
Since ours is not a mass-appeal application that everyone can
use (as opposed to a $1.99 game) it was very important that we
established a reputation within the community. I would, along
with the rest of the team, personally message people who were
praising (or criticizing) the application. Basically I wanted to let them
know that I actually care about what I built and I am dedicated to
improving Headquarters. This seems to have struck home with a lot
of people because many of them turned around and recommended
Headquarters to their friends.
The mailing list, in my opinion, wasn’t as effective as I wanted it
to be. I don’t think we’ll drop it, but I consider a message from
a mailing list to be roughly equivalent to a simple press release.
Sometimes they’re very interesting and everyone picks up on it, but
most of the time they’re just ignored.
There’s certainly no harm in having a traditional email newsletter on your
website, but this isn’t likely to be as effective as deliberately going out to
find your users where they are already. Don’t expect them to come directly
to you with feedback – seek it out.
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113 The Perfect Promotion Mix
Advertising vs. Word of
Mouth
In addition to focusing on social media, blogs, and word of mouth, you also
have the option of advertising your application in a more traditional sense.
The most effective place to do this is wherever your users spend a great
deal of time. If it’s a design-related app, consider an advertisement on a
series of design blogs. If it’s a mass appeal application, a website related to
iPhone apps themselves might be a good option.
The traditional rules of marketing apply here, and it’s important to connect
with the greatest number of relevant people possible for your money.
We asked Glasshouse Apps about the different types of promotion they’ve
tried for their apps, and how effective have they been:
We’ve tried a few: in-app banner ads, website banner ads,
sending out promo codes, forums, and of course Twitter.
All of these have been worthwhile simply from a learning point of
view, but I’d recommend not throwing too much money or resources
into any one avenue of promotion until you’ve tested it on a small
scale first.
The best type of promotion is when Apple do it for you for free, but
that’s out of your hands.
Interestingly, many developers took the approach that advertising is more or
less a “break even” game. It certainly wasn’t hailed as a great way to reach
potential users. A word of caution against running straight towards the idea
of advertising comes from Garrett Murray, who feels that word of mouth can
be just as important:
Initially, I only promoted Ego via word of mouth. I announced it on
my site and people linked it around in the community. This worked
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114 The Perfect Promotion Mix
very well. A few friends with big audiences linked to it (people like
John Gruber), and word of mouth spread.
About six months after I launched the app I played with some
advertising, but in the long run it wasn’t entirely beneficial. I ended
up mostly breaking even. Ego is a very niche app, and word of
mouth seems to work best.
And finally, yet another developer who sees word of mouth as vital is Dustin
MacDonald, the developer of Wallet:
These days, I think word of mouth is far more powerful than your
average marketing campaign. If you have an exciting, compelling
app, users will find out about it.
You can accelerate this process by taking advantage of social
networking sites. Set up a Facebook page, start a Twitter account,
and otherwise make it easier for people to spread the word about
your app.
It’s no surprise that a general theme started to emerge. Word of mouth is a
remarkably effective marketing tool, and paying for advertising shouldn’t be
considered a necessity. Although it’s undoubtedly worth experimenting with,
advertising is not used as the core promotion method by any developers
interviewed.
Of course, the best thing to do is the all-encompassing approach to
promotion taken by Avatron:
We do everything. We employ a good PR firm, buy banner ads,
reach out to bloggers and journalists, attend conferences, use social
networks, design our icons and screen shots to appeal to Apple’s
Developer Relations staff, give t-shirts to prominent influencers, run
sales and free promotions, issue updates as frequently as practical,
and provide quotes for books such as this one!
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115 The Perfect Promotion Mix
Top Notch Support and
Regular Updates
The process of selling your application doesn’t end as soon as the user
clicks “Buy App”. We’ve mentioned the importance of your App Store rating
before, and the level of post-sales support you give can have a big impact
on this.
Select Start Studios shared their advice on offering support for iPhone
applications:
It’s very important that you make it easy for users to get in touch
with you. Don’t be afraid to put your name and other information
next to your product. You built it, be proud of it. For Headquarters
specifically, we offer support in many ways: we have a support forum
and we’re always reachable by direct e-mail and Twitter.
It’s almost guaranteed that people will try to get in touch with you
for whatever reason; don’t make it hard on them. It’s incredible how
appreciative people are when they can easily contact a real person
and get a direct and honest response. It may consume a little more
of your time handling these things personally, but it’s well worth it.
As a result, we divide support requests throughout the entire team.
We all take turns answering e-mails, talking to people on Twitter and
even taking phone calls. We may spend a considerable amount of
time per week on support but it’s definitely not time wasted.
As you invest time talking to users about your application and helping them
with problems, you’ll build up a greater understanding about which areas
of your application are in need of refinement. It will become obvious when
certain functionality isn’t clear, or that users want to be able to do something
extra that your app isn’t capable of.
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116 The Perfect Promotion Mix
The developers of Simplenote understand this completely:
Customer support is extremely important to us. Simplenote
synchronizes people’s thoughts, ideas and dreams. That’s a huge
responsibility. We do our best to be transparent and responsive
whenever there’s a problem. This is an area where simplicity helps
us. Since there’s less that people are able to do with our app, there’s
less that can go wrong, and when something does go wrong we can
afford the time to address it properly.
Our beloved customer support tool is Assistly,34 which is a new service.
They’re our window into all support emails and tweets. We’ll eventually
launch a self-service portal that is powered by them as well.
Finding the right tool for offering support is important, and can save a great
deal of time down the road. Email is great, but it might not be the medium
that suits you best. Another website that many iPhone developers use is Get
Satisfaction35, a community driven support site that allows people to easily
ask questions and submit requests.
How Long Does Support Take?
Based on the results of our survey, on average, developers spend
two hours each day on support. Of course, this varies depending
upon the size of your application and the range of functionality
on offer.
The important thing to remember is that if you’re going to invest 2-3
hours per day supporting your users, the application needs to be
bringing in enough revenue to account for that time!
34
http://assistly.com.
35
http://getsatisfaction.com.
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117 The Perfect Promotion Mix
In addition to offering support, users like to see your application updated
on a fairly regular basis. This isn’t a requirement – many successful apps
are updated very infrequently after any initial bugs are ironed out. Updates
could be used to fix any pending issues, or add requested features. Sophie
Teutschler feels that this is a necessity:
Keeping the updates coming is the best thing you can do. There’s
no need to update your app every month, but steady quality updates
throughout the year keeps the app fresh and your customers happy.
Conquer Your Stage Fright
One final possibility for ongoing promotion that shouldn’t be overlooked is
the idea of presenting your app at a conference or meet-up. This doesn’t
need to be a huge event, but any opportunity to talk to a group of people
about your new creation is a great one.
A few years ago, I watched the developers of Broadersheet pitch to a
panel at a Carsonified36 “Future of Web Apps” event, and it was very well
received. I asked them how this process worked, and whether they’d
recommend it to other developers:
I’d recommend pitching your app in all the places you can
find people with iPhones! The guys at Carsonified are especially
supportive when it comes to UK-based startups.
The one thing to pay close attention to with big events is the lead
time – because large events often require firm commitments months
in advance, you need to make sure your app is submitted and
approved well ahead of schedule in order to best capitalize on
the exposure.
36
http://carsonified.com.
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118 The Perfect Promotion Mix
It needn’t necessarily be a conference for hundreds of people. Many cities
have local iPhone/OS X user and developer groups, and are always looking
for new people to come and talk about their latest creation. This can also be
a good place to meet likeminded developers and share advice.
Which Promotion Methods Do Developers Find Most Beneficial?
One of the questions in our developer survey asked which
promotion methods they have found to be most effective in the past.
The results tied in closely with the interview responses throughout
this chapter:
Word of Mouth
Giving Away Free
Promotion Codes
An Ongoing Relationship
with Bloggers
A Well-Written Press
Release
Spending Money on
Advertising
0 10 20 30 40 50 60
Irrelevant Not So Effective Quite Effective Very Effective
Chart 1 P. 110
Word of mouth is – by far – the most effective method of promotion.
This is followed by an ongoing relationship with bloggers. The least
effective method was a “well written press release”, so don’t invest
too much energy into this route!
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9
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USEFUL
RESOURCES
Now that you’ve received insight from so many successful iPhone
developers, it’s time to get started! But, where’s the best place
to begin? We’d be remiss not to give you a helping hand into the
(often confusing) world of iPhone development.
The rest of this chapter will walk you through a huge spectrum
of useful resources, websites, podcasts, books and conferences
that offer a helping hand with getting started in the App Store.
Hopefully you’ll feel well equipped to get the process started,
and step confidently onto the path towards becoming an iPhone
app entrepreneur!
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121 Useful Resources
Apple’s Documentation
Apple makes plenty of their own documentation available, and this is the
best place to go for official information. Their Getting Started guides are
particularly good.
Introduction to Objective-C
http://bit.ly/objcintro
Apple’s hefty introduction to Objective-C doesn’t specifically refer to
iPhone development, or to any practical applications, but it has just about
everything you need to know in plenty of detail.
iPhone Application Programming Guide
http://bit.ly/ipprogguide
Quite simply an overview of everything to do with iPhone programming,
including windows, event handling, drawing, files and multimedia support.
Getting Started Guides
http://bit.ly/ipgsguide
Not just getting started with programming for the iPhone, but also getting
started with Audio, Data Management, Security and much more.
Human Interface Guidelines
http://bit.ly/iphig
We’ve mentioned this document throughout the book, but it’s worth
reiterating its importance again here. This is Apple’s style guide – both to
your application interface, and also to how it works. Read it twice.
Books
If reading books is the best way for you to enjoy learning, this selection
covers pretty much everything you will need to know about iPhone
development. From the basics of learning Objective-C and Cocoa, to
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interface design and 3D Games Development, you will get a good grounding
in designing and programming for the iPhone interface.
There are many other books out there, but this selection, I think, offers a
good range.
Objective-C for Dummies
http://amzn.to/objcdummies
The majority of iPhone apps are written in Objective-C so you need to
know the language before getting started. Neil Goldstein takes you through
an introduction to the language relating both to iPhone and Mac OS X
development. No programming experience is required before you pick up
this book, and it also comes with a CD of source code as well.
Learn Cocoa on the Mac
http://amzn.to/cocoaguide
After successfully coming to grips with Objective-C, the next step would be
to learn how to utilize the Cocoa Frameworks in your development of both
Mac OS X and iPhone applications. This book gives you a good grounding
into what you should code yourself, and what you should let Cocoa do for
you, enabling you to go on to create high quality apps for the iPhone.
Beginning iPhone 3 Development: Exploring the iPhone SDK
http://amzn.to/exploresdk
Dave Mark and Jeff LaMarche take you through the beginning stages of
iPhone development. Previous programming experience is necessary,
especially in
Objective-C or at least in a C-related language, and some Cocoa experience
would be beneficial.
iPhone User Interface Design Projects
http://amzn.to/ipprojects
Designing for the iPhone is probably unlike anything else you have
previously designed for, as certain aspects are standardized and the screen
is much smaller than any desktop or laptop.
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This book introduces you to designing for the iPhone, including how best to
use the limited screen real estate, how to present data intensive apps, and
what to consider when migrating desktop applications down to the iPhone.
Contributions come from a number of different app developers giving you a
broad range of opinions and plenty of good advice.
iPhone for Programmers – An App Driven Approach
http://amzn.to/appapproach
Deitel and Deitel write some of the best programming books around,
such as the “How to Program” series, but this book takes an entirely
different approach to programming. Introducing you to all the main iPhone
programming concepts and libraries using 14 complete apps, you’ll learn
how to integrate Cocoa Touch, Map Kit, Core Location and many other
technologies.
The book also gives you a brief introduction to getting your app approved
by Apple, though this requires some previous programming knowledge to
understand the example source code given.
3D for iPhone Apps with Blender and SIO2
http://amzn.to/iphone3d
Programming apps for the iPhone is one thing, but I’m sure there are a few
wannabe iPhone game developers out there. The next step on from learning
the iPhone basics would be to start creating 3D apps. Using Blender as
the 3D content creator, you are introduced to the concepts of graphics
programming using OpenGL along with collision detection, animation and
interacting with the environment. The book gives you a good introduction to
creating 3D games that utilize the iPhone’s touchscreen capabilities and is a
great next step up from programming basic apps.
iPhone Advanced Projects
http://amzn.to/advancedprojects
For those developers looking to take their iPhone apps to the next level, this
book is for you. Taking you through topics such as optimizing performance
and streamlining your interface, the book also introduces different writers to
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talk about a variety of advanced topics. Learn about networking with other
iPhones, integrating SQLite and Push Notifications, streaming audio and
debugging errors in your code.
Screencasts
There are a lot of great screencasts out there for learning iPhone
development – some are free, and others come at a price. Before you pay
for a screencast, be sure to check that it’s for a recent version of the Xcode
and the iPhone/IOS SDK.
Apple’s Getting Started Tutorials
http://developer.apple.com/iphone/
Once you have registered for the free iPhone Developer Program you
get nine introductory videos to help you to get started with iPhone app
development. Everything from introducing the iPhone SDK to fundamentals
of Cocoa, integrating iPhone features and interface design is covered in
these detailed videos.
iPhone Tech Talk World Tour
http://developer.apple.com/iphone/
Also from Apple through the Developer Program, and slightly newer than
the above tutorials, comes this 13 video series, covering all the tools and
technologies needed to develop killer iPhone applications. Topics include
game development, UI and web applications over the 13 hour course of
video tutorials.
iPhone Application Development
http://bit.ly/iphonestanford
One of the most popular series on iTunes U, Stanford University’s iPhone
Application Development is updated for the Winter 2010 semester. Featuring
the full lectures along with PDFs of the lecture slides and all the supporting
code, it’s almost as good as being there… just without the pressure of
assignments!
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Highly recommended to all those with some knowledge of a C language and
Object Oriented Programming concepts.
iPhone Application Programming
http://bit.ly/rwthiphone
Similar to Stanford’s course above, RWTH Aachen in Germany also
uploaded their course to iTunes U. Don’t worry if you can’t speak German,
the course is fully in English and covers everything from interface building
and debugging to audio, video, drawing and networking. Lecture slides are
available as PDFs although you cannot get hold of any of the source code or
assignments.
PeepCode Screencasts
http://peepcode.com/
Priced at around $10 each, these screencasts come highly recommended
for learning about specific aspects of iPhone development.
Pragmatic Screencasts
http://pragprog.com/screencasts/v-bdiphone/writing-your-first-iphone-
application
The series entitled “Writing Your First iPhone Application” is a particularly
good introduction, with five episodes priced at $5 each.
Podcasts
Inspiration need not come in a purely visual format – there are plenty of
podcasts that can be really helpful for picking up the basics and gaining
insight from other developers. A few of these include:
Mobile Orchard
http://mobileorchard.com/category/podcast/
An iPhone Developer podcast talking to some of the people behind the most
popular apps in the store. Gain some insight into what goes into producing
an app and the different technologies utilized.
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The MDN Show
http://bit.ly/mdnshow
A “one stop shop” show for Mac and iPhone developers, the Mac Developer
Network show takes on a magazine style format and is very easy to listen to.
Not too technical, but a useful resource.
OnMacDevelopment
http://bit.ly/onmac
Conversations and tutorials on development for Mac and iPhone software,
with leading authors and experts on topics such as Snow Leopard, the
iPhone SDK, and Cocoa.
Blogs and Websites
Mobiletuts+
http://mobile.tutsplus.com/
Mobiletuts+ is all about quality tutorials for mobile developers – all mobile
developers. Topics include native development with the iPhone, Android,
Windows and Blackberry platforms, cross-platform development with
tools like Appcelerator and Phone Gap, and techniques for building mobile
accessible web sites with HTML 5.
Whether you want to create the next killer app or become a pioneer of the
mobile frontier, they’ve got you covered!
iPhone.AppStorm
http://iphone.appstorm.net/
Obviously I have to recommend our own website as a brilliant place to find
out about new applications, gain inspiration from other developers, and
connect with a huge base of iPhone users!
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iCodeBlog
http://icodeblog.com/
Updated about once a week, iCodeBlog provides some very useful and
detailed tutorials.
ManiacDev
http://maniacdev.com/
One of the best blogs out there regularly updated with quality tutorials and
resources.
iPhone Flow
http://www.iphoneflow.com/
A community blog where users post links to items they feel will be of interest
to other developers. You can pick up some neat tips here.
Ray Wenderlich
http://www.raywenderlich.com/
Some great iPhone tutorials and tips from developer Ray Wenderlich. A vital
read for those wishing to develop in Cocoa2D.
Forums
If you want to exchange ideas with other developers and seek help, there’s
no replacement for an active forum filled with helpful members. Hopefully
one of the following will fit the bill:
Apple Developer Forums
http://developer.apple.com/devforums/
Apple’s official forums, where you will meet lots of like-minded developers.
Requires a paid Developer Program account to access (but you’ll need one
of these anyway to distribute your iPhone application in the App Store).
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iPhone Dev Forums
http://www.iphonedevforums.com/forum/
Get help with coding the iPhone SDK, web apps and also advice on app
promotion.
iPhone Dev SDK
http://www.iphonedevsdk.com/forum/
A massive forum with over 22,000 members. Covering everything from basic
development to tutorials, game development, and the legal side of coding
apps.
TiPb iPhone Developer Forum
http://forum.tipb.com/iphone-developer-forum/
Get helpful advice from other developers and browse the informative blog
for the latest iPhone and iPad news while you’re there.
iPhone World
http://forum.iphoneworld.ca/
A large forum with over 20,000 members, and topics centering around the
App Store, technical iPhone development, and general Apple and iPhone
news.
Conferences
There’s no replacement to sitting down and talking about your latest iPhone
development project with other developers. If a few beers are involved as
well, so much the better. These conferences are a great opportunity to hear
some inspiring speakers, and chat with other developers.
It’s also worth looking out for meet-ups in your local area. Apple have their
own list of user groups,37 or you can just Google for local developers and set
something going yourself!
37
http://appleusergroupresources.com/?page_id=394.
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360iDev
http://www.360idev.com/
Occurring on a regular basis, 360iDev is the first and (supposedly) still
the best iPhone developer conference in the world. You have to pay the
registration fee in advance (approximately $499), but the four-day event
features some of the top speakers in the industry.
Voices That Matter
http://www.voicesthatmatter.com/iphone2010/
This two-day conference occurred in April 2010, and it’s worth checking to
see whether it will be repeated. The cost was $495 for early bird registration,
and the schedule was split between a day of Best Practices/Game
Development, and one of Core Competencies/Interface Development.
Apple Worldwide Developers Conference
http://developer.apple.com/wwdc/
Apple’s main conference seems to take on an increasingly mobile-centric
approach every year. It features some excellent technical sessions on both
iPhone and Mac OS X development.
Register early, as in recent years the conference has sold out quickly. If you
can’t make it though, don’t worry – Apple usually publishes their videos of
conference sessions online soon after the event.
iPhone Developer Summit
http://www.iphonedevsummit.com/
Open to anyone with an interest in iPhone development, the iPhone
Developer Summit is usually held in Santa Clara, California, USA.
iOSDevCamp
http://www.iphonedevcamp.org
The iOSDevCamp (formerly known as the iPhoneDevCamp) is a not-for-
profit organization that gathers regularly to develop applications for iPhone
and iPod touch using both the native SDK and web standards. The event
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format is “unconference” or Barcamp-style, featuring content from the
participants themselves.
Development Libraries,
APIs and Frameworks
This section is for the technically adept, and aims to assist those of you
embarking on your own native app development. If you’re looking for a few
interesting pointers to get started with different open source libraries, these
links may prove to be useful:
Google API Client Library
http://code.google.com/p/gdata-objectivec-client/
Google provides some brilliant Objective-C APIs for its services like Maps,
Docs, YouTube and Analytics among others. This is the best way to connect
your application up to Google’s services.
Oolong Engine
http://code.google.com/p/oolongengine/
For those of you wanting to create games for the iPhone, the Oolong Engine
provides a great starting point. 3D game creation becomes a whole lot
simpler and it ties in with the Bullet Physics SDK.
Facebook Connect
http://developers.facebook.com/connect.php?tab=iphone
Integrate Facebook Connect into your app to connect with your Facebook
friends. This code provides a reliable method of authentication for Facebook
services.
ObjectiveFlickr
http://github.com/lukhnos/objectiveflickr
ObjectiveFlickr is an API for connecting to a Flickr account through your iPhone
or Mac app. It was built for iPhone 2.x but should work with current releases.
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Cocos2D
http://code.google.com/p/cocos2d-iphone/
Another game development framework, although this one is for 2D rather
than 3D games. Based on Cocos2d for the Python language but converted
to Objective-C for iPhone development.
31 Example Applications
http://appsamuck.com/
Appsamuck provides source code for 31 example applications showing
you how to achieve a number of different application programming tasks.
Unfortunately these aren’t brilliantly commented so you will need to be fairly
adept with Objective-C to work it out.
Touch XML
http://code.google.com/p/touchcode/wiki/TouchXML
Touch XML is a lightweight replacement for NSXML allowing parsing of XML
data on the iPhone.
PhoneGap
http://phonegap.com/
For those of you not interested in learning Objective-C, Phone Gap is a
framework for building mobile apps using Javascript.
Model Baker
http://www.widgetpress.com/modelbaker
Point and click iPhone app development? Model Baker introduces the
quickest way to make iPhone applications, without even having to code.
LiquidGear
http://www.liquidgear.net/
Develop iPhone apps using Javascript and HTML. LiquidGear runs as the
middle man and can integrate with databases, built-in accelerometer, maps,
contacts and location services among a number of other features.
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132 Useful Resources
Rhodes
http://rhomobile.com/products/rhodes/
Rhodes is an open source framework for developing mobile apps for all
platforms. It’s based on the Ruby programming language and can compile
apps for Android, Blackberry and iPhone.
Three20
http://three20.info/
Three20 is an iPhone development library. It’s the code that powers the
Facebook iPhone app and many other apps in the App Store. A solid
starting point to avoid beginning from scratch.
Obviously this only scratches the surface of the different resources, tutorials,
frameworks and helpful APIs available for native app development. Before
giving up on a particular piece of functionality, be sure to search around to
see whether someone else has come up with a solution already!
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ONE PIECE OF
ADVICE
We’ve already determined that constraint is a wonderful thing, and
I thought the same would be true when asking developers for their
advice. The following section highlights some concise wisdom from
developers.
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135 One Piece of Advice
Words of Wisdom
I asked developers to offer a single piece of advice for aspiring iPhone
entrepreneurs. Heed their wise words carefully!
37signals
Scratch your own itch. There are a lot of guys just like you.
Chances are that if you’re having a problem, others will too.
So solve that.
Simplenote
My advice isn’t earth-shattering. I’m fairly new at this myself.
But make something people want, listen to their feedback, and
persevere. This is fairly conventional wisdom and it works for us.
Devin Ross – Attic
I would suggest that if you want to make a profit as a developer
(and who doesn’t), you have to look at the application development
as a business. Coding the application is only half the battle. You
need to invest in developing a product.
Figuring out what customers want and creating awareness for the
application is something that needs a lot of consideration. FInd
people that can help achieve your goals. There are so many business
models you can consider. The iPhone landscape is always changing
so you have to work quickly and adapt.
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136 One Piece of Advice
Sarah Parmenter – You Know Who
Aspire to develop the best of your category and not to settle for
mediocrity in favor of revenue, i.e. don’t churn out a load of crappy
apps – aspire for one great one!
Dustin MacDonald – Wallet
Don’t forget to innovate. Your app should always do something
exceptionally new and exciting if you want to stand out.
Gedeon Maheux – The Iconfactory
Don’t get discouraged, keep at it. There are a lot of apps in the App
Store and sometimes it can seem as if no one will ever notice your
work. If you make a quality product, and it fills a badly needed niche,
the App Store will notice, and you’ll probably see some success.
That being said, don’t expect a gold rush. It takes hard work and
more than a few attempts before you’ll probably have a moderate
hit. Just don’t give up!
Glasshouse Apps
Firstly, find a great partner. I’ve been really fortunate to have had
excellent partnerships on my apps.
Secondly – listen to your customers. Feedback is so important when
developing apps. Let your customers have a way of reaching you
directly so they can let you know what they like and dislike and what
they want to you to improve.
Thirdly – as corny as it might sound – don’t give up. When I looked
at the sales figures for Barista’s first day on the App Store, I almost
threw in the towel right there. But 18 months later, I can say that
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137 One Piece of Advice
developing that one app has probably been the most influential
business decision I’ve made in my entire working life.
Dave Verwer – Shiny Development
Get out there and try it! Don’t worry about making your first app
an all singing, all dancing, mind blowing application. Get something
simple coded and get it on the store.
There is no experience better than actually going through the entire
process of designing, building and shipping an app, and it will teach
you an incredible amount about how to approach the process in the
future. Take a simple idea, get it going and go for it. You can work on
your masterpiece as your second application!
Lee Mallabone – Broadersheet
Be selective when choosing your beta testers. Try and find at
least 5 or 10 people that you can count on to help you out on short
notice. If you can find more that are willing to beta test, that’s great,
but it’s important to have a few that you can call up and ask to install
a new test version of your app today.
Once your app is out, you’ll want to be able to turn out new releases
quickly, and part of the quality assurance for that is making sure the
app is installable from a machine other than your own development
computers.
Sophia Teutschler – Sophiestication Software
Make apps! It’s that simple. I always learned the most by doing,
instead of reading about or planning. Just try to release something
quality, it doesn’t have to be super unique or even big. Release
something that starts to get you going.
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138 One Piece of Advice
Garrett Murray – Ego
If I can only offer once piece, it would be that the App Store,
despite what you may read from a minority of developers, is not a
get-rich-quick system. 99% of people selling apps aren’t making
untold sums of money.
Like anything else, you need to work hard to make a decent income.
You need to produce a quality application with wide appeal, you
need to market and promote that app, and you need to make regular
updates to it. Don’t go in expecting to be rich overnight.
Oh, and grow a thick skin, because customer feedback can be
extremely frustrating.
David Kaneda – Sencha
I’ll step down from my web app soapbox for a moment, and offer
some general advice on this one: Price for value. I think there’s a
trend of undervaluing apps right now, with a huge amount of apps
between $1-$3.
For simple utility apps, this may make sense, especially for those
looking for mass adoption. But for a great majority of apps that
apply to niche markets and business users, app developers are really
doing themselves a disservice. If one browses the highest revenue
apps in the app store, they will find a variety of apps sold at prices
between $10-$50.
Look at it this way: If you price your app at $4.99 instead of
$2.99, will you lose 40% of your customers? In most cases, I
think the answer is no: If you’re properly marketing your app on
social networks and such, you might lose 10-20% of the potential
customers, but by charging 40% more, you’re still making more
money.
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139 One Piece of Advice
There are other reasons, too, like being associated with quality by
being “premium.” Especially as more and more developers begin
to look at iPad and Universal apps, they should simply be asking
themselves, “What would I pay for this?”
Dave Howell – Avatron
Because the iPhone is small, it’s tempting to think of it as a
platform for small apps. Many of the early apps in the store bore out
that prejudice. But there’s no reason why iOS apps can’t be every bit
as deep as desktop apps.
When developing iOS apps, don’t skimp on the kind of process and
diligence that you would commit to the development of desktop apps.
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THE iPHONE
DEVELOPER
SURVEY
It often feels as though there’s a mystical shroud hovering over
developers operating in the App Store. Like we did, I’m sure
you have all manner of questions running around your head. Is it
possible to make a living developing for the iPhone? How long
does it take to develop an app? How many hours will it take to
offer support? Is this career really more enjoyable than my existing
work?
In the first ever extensive App Store developer survey, we aim to
answer all your questions, concerns and doubts about embarking
on this process. We’ve surveyed over 80 individual iPhone
developers and companies to gather a comprehensive set of
statistics that shed light on the App Store.
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142 The iPhone Developer Survey
Part 1 – Business and
Company
How many hours does it generally take to
develop an iPhone application?
1,000+ (4%)
500 – 1,000 (9%) Less than 100 (19%)
250 – 500 (22%)
100 – 250 (46%)
Chart 1 P. 132
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143 The iPhone Developer Survey
How many people are employed by your company?
Other
11+
6 – 10
2–5
Just me!
0 5 10 15 20 25 30 35 40 45
Chart 2 P. 132
Are you aiming to grow your company’s staff,
or are you happy with your current size?
We're happy as We're looking to
we are! (50%) grow (50%)
Chart 1 P. 133
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144 The iPhone Developer Survey
In your experience, what is the financial cost
of developing an iPhone app?
$50,000+
$25,000 – $50,000
$10,000 – $25,000
$5,000 – $10,000
$1,000 – $5,000
$500 – $1,000
$1 – $500
Just my own time
0 5 10 15 20 25
Chart 2 P. 133
What is your total monthly revenue from sales of iPhone apps in USD?
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145 The iPhone Developer Survey
How has iPhone development affected your personal
income or company revenue?
Reduced our
income (4%)
Made no Increased income
difference (20%) significantly (34%)
Increased income
slightly (42%)
Chart 1 P. 134
Could you make a living solely from your iPhone app’s revenue?
Yes (19%)
Not yet (81%)
Chart 2 P. 134
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146 The iPhone Developer Survey
What’s the average age of those working at your company?
Is iPhone development your full-time job?
Yes (26%)
No – I do
something else as
well (74%)
Chart 1 P. 135
How many hours do you spend on support each day?
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147 The iPhone Developer Survey
Do you work from home, in a private office, or in a shared office?
I work in a shared
office (13%)
I work in a private
office (13%)
I work from home
(74%)
Chart 1 P. 136
Do you enjoy iPhone development more than your previous job?
The same! (23%)
No (3%)
Yes (74%)
Chart 2 P. 136
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148 The iPhone Developer Survey
Part 2 – Developing Apps
How did you learn to develop for the iPhone?
I'm not a programmer!
I attended a course
I taught myself
I was already proficient
in Objective C
0 10 20 30 40 50 60
Chart 1 P. 137
How many days, on average, does it take for your
iPhone app to be approved by Apple?
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149 The iPhone Developer Survey
How important are these characteristics for your app to be a success?
Perfectly Crafted App
Store Listing
Low Price
Great Interface Design
Unique Idea
0 10 20 30 40 50 60 70
Irrelevant Not So Important Quite Important Very Important
Chart 1 P. 138
How would you rate the effectiveness of these promotion techniques?
Word of Mouth
Giving Away Free
Promotion Codes
An Ongoing Relationship
with Bloggers
A Well-Written Press
Release
Spending Money on
Advertising
0 10 20 30 40 50 60
Irrelevant Not So Effective Quite Effective Very Effective
Chart 2 P. 138
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150 The iPhone Developer Survey
Have you ever been featured in an iPhone TV advertisement?
Yes! (3%)
No, not yet (97%)
Chart 1 P. 139
Have you ever reached Apple’s Top 100 ranking?
Yes (24%)
No, not yet! (76%)
Chart 2 P. 139
n.b. For this question, we didn’t specify the Top 100 in any particular country. Developers could
have reached the Top 100 in their local App Store – not necessarily the US App Store.
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151 The iPhone Developer Survey
What’s the highest you’ve ranked?
Have you considered developing for the iPad?
No (16%)
Yes – I've released
an iPad app (29%)
Yes – I'm working
on one now (55%)
Chart 1 P. 140
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152 The iPhone Developer Survey
Do you develop for any of the following other mobile platforms?
Other
Nokia
Windows Mobile
Blackberry
Android
0 5 10 15 20 25 30
Chart 1 P. 141
Do you offer both a free and paid-for version of your application?
Yes (25%)
No (75%)
Chart 2 P. 141
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153 The iPhone Developer Survey
Will you be using Apple’s “iAd” system?
Probably not
I'm thinking about it
Definitely
0 10 20 30 40 50 60
Chart 1 P. 142
Are you happy with the current state of the App Store?
I'm fairly unhappy
with the App
Store (6%)
Everything's great
(45%)
It has a few
problems (49%)
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154 The iPhone Developer Survey
What would our respondents like to see
change on the App Store?
We’ve collected a series of responses from our survey participants about
what they’d like to see change on the App Store, what they like, and what
they struggle with on a regular basis. Here are a few of the best pieces of
insight we received:
Reviews and star ratings are irrelevant. Usually people give a star
when they remove an app, and usually when you remove an app, it’s
because you don’t like it. People tend to share their opinion more
often when they are frustrated rather than when they are happy.
In the end, reviews and ratings can often be negative and do not
reflect the general opinion.
I’d give developers better analytics about App Store listing
views, what they search for, and how they find your app. It’s a black
box at the moment.
I’d also make it easier for people who are looking at an app in
iTunes to click buy (on their computer) and have it start downloading
immediately over the air to their phone.
It is a little bit scary, spending time and money on developing
an app that might never get approved. Apps get rejected every
day for what appear to be arbitrary reasons. If I could change one
thing, it would be to make the approval process a lot more open and
transparent. I would also formalize an appeal process for rejected
apps.
I have to say something as a person who never even owned a Mac
until three months before my first app was approved. Apple has done
a very good job at making the entire development process work.
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155 The iPhone Developer Survey
First, the development software is extremely well done. And it is
free (take that, Visual Studio). There is help available in Xcode, in the
documentation, on the Apple Developer website, and even in the
support forums. The process you have to take is straightforward, if
sometimes tedious, and Apple walks you through every step.
You make an app, get it approved, and everything but advertising
is done for you – Apple sells your app worldwide, and sends you
checks! Yes, there are legitimate complaints, but all in all, it is a
beautiful system for developers of any level.
The App Store is very unforgiving to indie developers; EA,
Ubisoft and all of the other big titles are re-releasing their titles on
the App Store to great fanfare and profit. This is great – it’s awesome
to see large companies turn their focus on such a fun market.
The downside is that the smaller development shops lose all of that
“free press” that was attributed to the Top 100 sections because
they’re crowded with large developers. The whole reason why so
many developers flocked to this platform is because it was a indie
developer friendly eco-system. This isn’t so much the case now, and
it’s much harder to make it.
My one proposed feature would be to include an additional
subdivision in the top lists – highlight the small one to five people
development shops. Give them the spotlight that they deserve; there
are plenty of great applications out there that are simply ignored
because they’re too small to market, and too small to be noticed.
The review process needs to be more transparent and
accessible. For example, if an app is rejected, I should be able to
contact the reviewer for more information than that included in the
rejection letter.
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156 The iPhone Developer Survey
I had a problem with my first iPad app where one bug seemed to
occur over and over, and every time I fixed it and resubmitted it, it
would be rejected again for the same bug. I finally discovered that
the reviewer was continually reviewing the old version!
Things like this could be prevented by allowing me to contact
the reviewer, and also by pushing resubmissions to the front of
the queue.
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THE iPHONE
USER SURVEY
As a developer, it’s vital to understand just how users experience
your software. This could relate to how they find apps, how many
they buy, the devices they use them on, how often they update
them, or all manner of other information!
In this final part of the survey, we’ve collected responses from
over 1,000 iPhone users over the course of one week in July 2010.
These participants were all readers of AppStorm.
Hopefully this information will help you make decisions about
promotion, targeting, and what aspects of your application to
spend the most time on. We’re offering the data for you here, so
feel free to use it as you see fit!
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159 The iPhone User Survey
What was the age of our participants?
55 – 64 (1%)
45 – 54 (4%) Under 18 (12%)
35 – 44 (14%)
18 – 24 (33%)
25 – 34 (36%)
Chart 1 P. 146
Which iPhone/iPod touch do you own?
iPod Touch (3rd
Generation)
iPod Touch (2nd
Generation)
iPod Touch (1st
Generation)
iPhone 4
iPhone 3GS
iPhone 3G
iPhone
0 50 100 150 200 250 300 350
n.b. If participants owned more than one of these 1devices, we asked them to select the one that
Chart P. 147
they used most on a day-to-day basis.
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160 The iPhone User Survey
How many apps do you have on your iPhone?
(Those apps you have actually installed on your iPhone right now.)
How often do you download app updates?
Less than once
per week (11%)
Once per week
(16%) Every day (34%)
A few times per
week (39%)
Chart 1 P. 148
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161 The iPhone User Survey
Do you use any of the following mobile platforms?
Other
Nokia
Windows Mobile
Blackberry
Android
0 20 40 60 80 100 120 140
Chart 2 P. 148
Do you have any web apps on your iPhone home screen?
What's a web
app? (4%)
Yes – More than
one (33%)
No (42%)
Yes – Just one
(21%)
Chart 1 P. 149
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162 The iPhone User Survey
How much do you usually spend on iPhone applications each week?
$50+
$20 – $50
$10 – $20
$5 – $10
$0 – $5
0 100 200 300 400 500 600 700 800 900
Chart 1 P. 150
How do you feel about iPhone advertising?
I'd rather have a
free app with
advertising (27%)
I don't mind
(36%)
I'd rather pay for
an ad-free app
(37%)
Chart 2 P. 150
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163 The iPhone User Survey
What’s the most you have ever paid for an iPhone app?
If one is available, do you download a free version
of an app before purchasing it?
I usually just
purchase it (4%)
Sometimes (44%) Always (52%)
Chart 1 P. 151
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164 The iPhone User Survey
How often do you use the following to find a new iPhone app?
Recommendations
from Websites
Recommendations
from Friends
Searching the App Store
Browsing by Category
Apple's Top Lists
0 100 200 300 400 500 600
Never Not So Often Quite Often Very Often
Chart 1 P. 152
How important are ratings when deciding whether to buy an app?
I don't pay
attention to
ratings (2%)
Not very
important (7%)
Very important
(48%)
A little important
(43%)
Chart 1 P. 152
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CONCLUSION
Embarking on the journey of developing an iPhone application is nothing to
be taken lightly. Hopefully this book has provided you with knowledge you
didn’t have before, and equipped you to take your first few steps in the right
direction.
Spend time crafting your idea, understand the App Store guidelines, don’t
be afraid to seek help from others, always put design first, keep it simple,
and never stop promoting your app with an unrelenting passion.
Most of all, don’t forget to enjoy the process from start to finish. It won’t be
easy, but the satisfaction of watching your application shoot to fame will be
worth every minute.
Best of luck, and I’ll see you in the App Store!
David Appleyard
AppStorm Editor
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CREDITS
This book couldn’t have come together without the help and contribution of
many different developers, iPhone users, and writers. I’d like to re-iterate my
thanks to the following people who helped in various ways:
Interviewees
Graham Clarke glasshouseapps.com
Michael Johnston & Fred Cheng simplenoteapp.com
Dave Verwer shinydevelopment.com
Sarah Parmenter youknowwhodesign.com
Marc Edwards bjango.com
Joshua Tessier, Tariq Zaid & Adam McNamara selectstartstudios.com
David Heinemeier Hansson & Jason Fried 37signals.com
Devin Ross – Attic atticapp.com
Sebastiaan de With cocoia.com
Garrett Murray ego-app.com
Dustin MacDonald acrylicapps.com
Gedeon Maheux – The Iconfactory iconfactory.com
Lee Mallabone – Broadersheet iphone.broadersheet.com
Sophia Teutschler – Sophiestication Software sophiestication.com
David Kaneda – Sencha sencha.com
Dave Howell – Avatron avatron.com
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Survey Participants
Thank you so much to the 80 iPhone developers and 1,072 iPhone users
that completed our survey. I really appreciate you taking the time to
contribute, and hope you enjoyed reading the resulting statistics!
AppStorm Writers
Finally, thank you to Mark Sinkinson who contributed an incredibly useful
post to AppStorm entitled “The Complete iPhone Development Toolbox”38.
Many of the fantastic links and resources collected by Mark are reproduced
in the “Resources” chapter of this book.
38
http://iphone.appstorm.net/roundups/developer/the-complete-iphone-development-toolbox/.
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ABOUT THE
AUTHOR
David Appleyard is part of the Envato team
and manager of the AppStorm network,
a series of sites relating to Mac, iPhone,
and Web apps with over 60,000 daily
readers. He’s also the editor of Phototuts+,
and manages a few other popular blogs
including Design Shack.
David lives in Manchester, UK, with his
girlfriend Jen, loves playing with the latest
gadgets from Cupertino, and is never
without his trusty iPhone. He built his first website over ten years ago and is
passionate about the Internet, blogging, and online business.
Check out David’s personal website at http://davidappleyard.net, or follow
him on Twitter: @davidappleyard.
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