When I was growing up, the world of software was a simpler place. Companies would create an app, burn it to disc and ship it in a box that you bought in a shop. You paid once, installed the app and used it for as long as you wanted, or until your computer couldn’t run it anymore. Companies used to update their software, but it would often be years between versions and usually you would still need to pay for newer versions. It was an entirely different world.
Today, apps are updated continuously – we expect to get updates continuously without necessarily paying for it. Sort of.
I know subscriptions can be frustrating, I get it. When you open an app and it asks you to subscribe, there’s often a sense of “not another one!”. But I would like to share why subscriptions have become not just common, but essential for apps to survive.
The reality of modern app development
Here’s something that might surprise you: even if I never added a single new feature to my app, I’d still need to update it constantly just to keep it working. Every time Apple releases a new iOS version, every time a third-party service changes their API, every time a security vulnerability is discovered, I need to respond. What worked perfectly last month might break completely this month through no fault of the app itself.
This isn’t a case of planned obsolescence or trying to create work for myself. It’s the reality of building software that depends on an ecosystem that’s constantly evolving. The alternative would be to let the app gradually break and become unusable, which serves no one.
The true cost of “free”
When apps were a one-time purchase, that model worked because the expectation was different. You bought software, used it as-is, and perhaps upgraded to a new version every few years. But today’s users expect their apps to work seamlessly across devices, sync data instantly, receive regular updates and integrate with the latest features their phones offer.
All of this requires ongoing work, and unfortunately, ongoing work requires ongoing income. I’m not trying to get rich quick (I wish!). Quite the opposite actually. I’m trying to build something sustainable that can continue to serve you for years to come.
Keeping things fair
I’ve tried to keep my subscription pricing as reasonable as possible. At the time of writing (and this is always subject to experimentation and change to find the right points), the cost of a subscription is £1.49 per month. It’s less than a cup of coffee from Pret with a subscription! (Yes, there’s an irony in that!). I know every subscription adds up for you, and that’s why I’ve tried to figure out something that is fair for everyone. I want the app to be accessible whilst also being able to sustain the development and maintenance it requires.
This isn’t about profiteering, but finding a balance that lets me continue doing what I love whilst keeping the lights on.
Moving forward, not just maintaining
Beyond just keeping existing features working, subscriptions allow me to actually improve the app. What was acceptable eleven years ago, simply isn’t today. I have to find a balance between maintaining the great features of the app, but also to respond to user feedback and making the app more useful for everyone.
The human element
I’m not a large company with teams of developers and massive marketing budgets. I’m just one person (with a few volunteer supporters of the app to ensure accurate data), working to create something that makes people’s lives a little bit easier. If my app can help someone avoid waiting unnecessarily in the rain or get somewhere a bit quicker, that genuinely makes me happy.
When you subscribe, you’re not just paying for software. You’re supporting an independent creator who’s trying to build something worthwhile. That subscription helps me put food on the table, yes, but it also means I can continue dedicating time to making the app better for everyone.
A choice, not a demand
I want to be clear: I don’t force subscriptions on anyone. The app still offers value without a subscription and I respect anyone’s choice to use it however works best for them. But for those who do choose to subscribe, know that it directly enables me to continue developing, maintaining and improving the app.
Looking ahead
Subscriptions have become part of our digital lives not because developers are greedy, but because it reflects the reality of how software works today. Apps aren’t products that get built once and forgotten (in fact, they will be forgotten really quickly if that’s the case). They’re ongoing services that require constant care and attention.
I’m grateful to everyone who uses the app, whether you are a subscriber or not. Your feedback, your reviews and even just the knowledge that the app is helpful in your daily life means more than you might realise. You’re directly enabling me to keep building something that I hope continues to be useful for years to come.
The digital world has changed dramatically in the last decade and I believe that subscriptions, when implemented fairly and transparently, represent an honest way to sustain the software we use often. I hope this gives you just a little bit of insight why subscriptions have become so common.