The days of the 99p app are well and truly numbered, it seems, with prices ranging from £1.99 at the low end to £4.99 at the high. More than a third of the apps promoted in that opening month had a good old-fashioned up-front cost. Unlike the free-to-play-dominated mobile games industry, where the many can have a perfectly fun life completely subsidised by the few who will drop £1,000 on power ups and cosmetic items, the app market is more traditional in its attempts to build revenue. My first surprise was rather more prosaic: it turns out it’s actually really expensive to buy apps every day. Would I be fitter, happier and more productive? Should I seek professional help about my endless attempts to fix my life with a parade of glowing quadrilaterals? My hope was that living life the Apple way would rekindle some of that excitement. I can’t put a precise date on it, but I remember noticing around the end of 2014 that I didn’t regularly use a single app that had been released in the previous two years. I’ve long pined for the good old days, but at some point along the way, my thirst for novelty died off. I’ve got a fever, and the only cure is more apps For a month, I grabbed them all: from those laser targeted at me (productivity app Bear, and password manager 1Password, so good I already own it) to those laser targeted away from me (female fitness app Sweat, pregnancy guide The Wonder Weeks). The apps aren’t freebies – Apple expects you to be enthused enough to drop real money on the downloads. The entries are drawn from across the spectrum, from huge developers with large marketing budgets to small utilities made by indie teams. Gone is the focus on lists of top sellers, replaced with the new App (and Game) of the Day.
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