✦ The notebook

Notes from the lab

How we build our apps, start to finish — from the first idea, through design and development, to launch and marketing. Subscribe and the next one lands in your inbox.

Development

What nobody tells you before launching your first app on the App Store

The rookie mistakes that get you rejected — a paywall bug and Apple’s rules about “free” that can flag your account.

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Growth

ASO is dead in 2026 — and the App Store loop that traps every new app

Apple won’t rank a new app without downloads and reviews — but you can’t get those without ranking. The trap, and the way out.

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Marketing

Your app is only 30% of the job — TikTok vs Instagram for indie devs

Driving organic traffic in 2026: TikTok’s hidden limits, why I start on Instagram, and prioritizing conversion over views.

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