Thoughts on Apps & App Development

Since I have three apps now—Fuji X Weekly, Ricoh Recipes, and RitchieCam—I’ve been asked by several people for advice on app development. I’ve also been meaning to discuss some of the things I’ve learned, because it’s interesting, and maybe it’s useful information to a few of you. I’ve hesitated to write this as it might seem like a boring topic—perhaps even controversial or offensive at times—and unrelated to Fujifilm, but I truly hope that by the end there’ll be something for you. I write from real-world experience, but I’ve also researched this fairly extensively over the last year-and-a-half (including reading several books on the topics), so I’m not making this stuff up.

I have received a lot of criticism over the pricing structure of my apps. There are three options: free, freemium (the app is free, but there’s a fee for some features), and premium (not free). Within freemium and premium are three options: one-time fee (to unlock everything), à la carte fees (pay individually for this or that), and subscriptions (reoccurring monthly or annually).

One-time fees used to be the most common, but are much less so now. Why? Apps used to be popular for a season, then the next trend would make them irrelevant, so the life cycle of apps was typically pretty short, usually two years or less. Nowadays apps have a much longer lifespan—often a decade or even indefinitely—so the one-time fee model makes no sense. You wouldn’t buy a vacuum cleaner and expect it to be up-kept and improved upon by the manufacturer for years to come—not without additional fees, anyway—but people expect that from apps and software. Apps that use this model are abandoned as soon as new customers become less frequent. There are numerous apps in the Google Play Store and Apple App Store right now that succumbed to this fate. In my research I came across countless apps that hadn’t been updated in years, where the most recent review was two years old, and it was begging the developer to update the out-of-date app. This model is good for short-term projects, but is not good if you want an app to be around for years and years to come, because as soon as the financial motivation dries up, the app is neglected and abandoned.

The apps that use à la carte fees are often gaming and dating apps. You pay to unlock something, such as a level redo, puzzle hint, or something like that. This can be affective, but you have to be careful because if not done tastefully it can come across as scammy. People don’t like paying “hidden” fees around every corner.

So that leaves us with the subscription model, which is a win-win, and allows the app to continuously improve into something greater over time. This is best-case for the developer because it ensures continuous resources, and best-case for the customer because it ensures the app will improve regularly over time and not be left abandoned. More and more apps are going this route, and it is now the most common model. It’s all rainbows and roses except for one thing: many people don’t like subscriptions in general, and some people passionately oppose it with all their heart, as if it were some great evil.

Premium apps are good if you can get the word out. It can be tough to gain traction, because most people don’t want to pay for things, so they won’t buy it. That’s why freemium is often preferred. Here’s the thing, though: 95% of people will use the app for free, and only 5% will subscribe—it’s actually more like 8% on Apple and 2% on Android (yes, this is true!). Apple users are much more likely to spend money on apps than Android, but either way we’re still talking about small percentages. That also means that 95% of people will pass on premium apps. With freemium, for 95 people who are using it for free, they’ll tell others, which will lead to 20 new users, and one of those will subscribe. That’s why a lot of developers choose freemium over premium—it’s a little easier to gain the traction you need to be successful.

Now let’s talk about free apps, or even the “free” aspect of most freemium apps. There are two sayings: there’s no such thing as a free lunch, and if you aren’t the customer than you are the product. Both are true. In addition to all of the time I put into creating, maintaining, and improving apps, there’s a real cost that I pay out of pocket. In fact, each time one of my apps is opened on your phone, I am charged an extraordinarily small fee, which does add up. Just because you are not paying, doesn’t mean someone else isn’t paying on your behalf. That lunch might be free to you, but it isn’t free.

If you aren’t willing to be the customer, app developers turn you into the product. They sell you ads or—much worse—sell your data. Ads are annoying, but a lot of people are willing to put up with them in exchange for something being free. For app developers, unless you have millions of users, ad revenue doesn’t add up into anything more than pocket change. The real money is in data harvesting. Companies want to serve personalized ads that are highly affective, and they need to know everything about you in order to do this. It’s a multi-billion dollar industry because it works, and, because of this, you unknowingly spend much more than the cost of an app subscription. That’s the cost of being the product.

Here’s the creepy part. If I were to harvest data with, say, the RitchieCam app, I could know so much about you. If I have access to your GPS, I could know where you live, and, comparing that with Zillow, I could know more-or-less how affluent you are. I could track where you work, and, referencing Google maps, could know what industry you are in. I could know where you shop. I could know where you eat out at. I could know where your kids go to school. Since I have access to your camera and library, I could deduce the size of your family, your family’s genders, who your friends are, if you have pets, I could read the text on your screenshots. I could do all of this and so much more. Rest assured that I do not collect or sell any data whatsoever, which isn’t particularly common, because I’m leaving money on the table. Most free and freemium apps are indeed collecting and selling your data, because there’s no free lunch, so they’ve turned you into the product for profit.

What I have said might sound farfetched, but it isn’t. In fact, what I pointed out was really just the tip of the iceberg. You have apps on your phone right now—apps that you regularly use and trust—that go well beyond what I described in the previous paragraph. Have you ever talked about something out-loud and five minutes later see an ad for it? Ads are highly personalized and targeted because your apps know so much about you, and companies pay big bucks for that knowledge, because it means even bigger bucks—your bucks—become their profits.

Again, I want to make it clear that none of my apps collect or sell data. It’s to my own detriment that I do this, but I do it for you because you deserve it, and it’s the right thing to do, even if it is rare. On my apps, you are never, ever the product. I “pay for your lunch” for you if you are using the apps for free, and I happily do that.

You might be surprised to hear this, but I am told frequently that I do not give enough away for free. I am told that I am selfish and greedy because I have the audacity to charge “so much” for things. I am told that my approach is wrong. I am sorry if you feel that way, but I deserve something for my work, right? Trust me, I’m not rolling in the dough or becoming wealthy from this. I have enough to put food on the table, a roof over my head, and take trips sometimes (adventures are often more worthwhile investments than gear), but I couldn’t go out and purchase a GFX system right now. This is to say that the perception of my compensation is often exaggerated and misunderstood—I’m doing alright, but if I were indeed greedy and selfish I could be doing better. The accusations are hurtful because they’re untrue.

There’s a lot that can be debated on what exact paths are the best paths. I chose the freemium model after much research and advice from others with experience within the industry. Some might disagree with that decision. I chose not to turn those using the apps for free into products. Some would say that’s leaving money on the table, and everyone else is doing it anyway. I chose the subscription prices for a reason—I’ve received a lot of criticism from that, and many “Monday morning quarterbacks” tell me that I got it all wrong, although the books I’ve read and those I’ve spoken with within the industry tell me that I am where I should be (I “got it right” thanks to all the research that wen’t into the decisions to begin with, but there’s always different paths and varying philosophies). As Abraham Lincoln stated, “You can please some of the people some of the time, all of the people some of the time, some of the people all of the time, but you can never please all of the people all of the time.” In other words, nothing that I do will make everyone happy, but I hope that many people find my apps to be helpful and worthwhile tools. I hope that most of those who subscribe find it to be worth their money, and that they don’t feel ripped off or swindled—that they’re good values for what they deliver. Not all will feel that way, though, and that’s just the way it is.

For those wanting to create an app, you have to know that, no matter how much research you do, and no matter how much of your heart, soul, blood, sweat, and tears you pour into it, there are some who won’t like it and some who will criticize your decisions. Mean and hurtful things will be said about you. You can’t make everyone happy, and you have to know that and accept that, but if you do what you believe is right—especially if you’ve done extensive research—you’re going to make some people happy just for the fact that you did it. The tricky part is figuring out how to maximize happiness and minimize the dissatisfaction, while also being fair to yourself, because you deserve satisfaction and compensation for your time, money, and hard work that you poured into it. It’s definitely a difficult and precarious balancing act that has to be regularly analyzed and addressed, and perhaps adjusted if needed.

I know this lengthy article has nothing to do with the regular content of this website, but I hope it is helpful for a few of you, and that most of you got something out of it (even if it is simply awareness of what your apps are doing behind the scenes). I didn’t write this as any sort of complaint or “woe is me” statement, because I don’t mean it that way whatsoever. I am quite happy with what I’m doing, and I know that it is helpful to many of you—it is even having an impact on the photography continuum, something I never imagined would happen! I’m really honored and blessed to be a part of this. I’m extraordinarily flattered and humbled if I’ve impacted your photography in some small way. It really is my pleasure to do all that I do for the Fujifilm community. With all of that said, I think it is important to be authentic, which means being vulnerable, and sharing this information is one way to do that. Perhaps somehow this was a meaningful article for some of you, and maybe it was worth your time today to read, even if it wasn’t about Fujifilm cameras.

Fuji X Weekly App: Android Apple
Ricoh Recipes App: Android Apple
RitchieCam App: Apple


  1. nickblackburn · April 6, 2022

    Considering what we pay for cameras, the cost of your apps is minimal. Keep up the good work. Nick.

  2. Carlos Lopez Infante · April 6, 2022

    Thanks a lot for your effort and hard work. I totally understand the Business model and you are legit and trustworthy.

    Other thing, you deserve a free GFX system from Fujifilm, you are responsible for many Fujifilm camera sales 😉

    • Ritchie Roesch · April 7, 2022

      That would be amazing if they did! I appreciate your kindness.

  3. Khürt Williams · April 6, 2022

    Keep on keeping on. You do you.

    FYI. Everything you wrote here is why Adobe and Microsoft moved to a subscription model.

    • Ritchie Roesch · April 7, 2022

      Thanks! I know that a lot of people disagreed with Adobe’s decision, but it makes a lot of sense if one thinks about it.

  4. Gerard Kalinski · April 7, 2022

    Great article. Thanks for all your work! I was using the free version. I just went premium. Already found a new recipe I will try today.

  5. Andre Calil · April 7, 2022

    Hey man. I’ve been using Fuji cameras for 2 years and your site has been on my RSS feed ever since. I never reached out before, and I’m sorry. Even though late, I’d like you to know that I appreciate your work.

    I’m also a software engineer and I feel your frustration. I’m sorry for what you’ve experienced. Now, here’s one thing to keep in mind: people are more inclined to express themselves when they disagree with something – hence the Cunningham’s Law. So, for every negative feedback you receive, rest assured that there are at least 5 positives that you don’t know about.

    Other than that, I’ve been meaning to get into native app dev for quite a long time. If you ever need a handyman to take care of bugs and such, I’d be happy to help!

    Keep up the good work!

    • Ritchie Roesch · April 8, 2022

      I wasn’t aware of Cunningham’s Law, so I looked it up: “The best way to get the right answer on the internet is not to ask a question; it’s to post the wrong answer.” Lol!

      I appreciate your kindness! It means a lot. Thanks for the offer, too–I’ll keep that in mind for sure. Take care!

  6. Francis.R. · April 7, 2022

    I design and draw in the field of architecture. Sadly I know too much about bad customers in relation to design. There are excellent customers that push you to reach even higher; there are good customers that pay you at time and communicate with you; there are forgettable customers that pay but honestly they would be better served with what industry give instead of wanting a customized service from a professional they don’t talk about; then there are horrible customers that yell and complain because one has not read their minds as they never talk and are hard to get the correspondent payment, actually they are ignorant about design at all, they think any modification doesn’t require thought but the pass of a magical eraser; and lastly there are the worse customers that actually just want a power play, they want to see if they are able to humiliate you in such way that you are actually paying them while at the same time they get offended and feel bad if they have to pay anything at all.
    I suspect the criticism to your very professional app comes from the last two groups of people. You don’t lose them as customer as actually, not matter what, you won’t get them as customers. In my case my issue is that I cannot use Patreon. I guess it will be better to leave here a monthly donation. Your app has turned the need of my raw converters into mot so it is an expense instead of raw converters (and a saving in time) than an expense additional to raw converters.

    • Ritchie Roesch · April 8, 2022

      I appreciate your input. I think there are negative/selfish people in the world, who are interested in building themselves up via tearing others down. It’s sad. There are others who offer constructive criticism and actual intend to be helpful, who are being selfless and build up. Two different groups: one is bad and one is good. Unfortunately, the first group seems much bigger than the second. Thanks for the comment!

  7. Sofian · April 8, 2022

    Hey Ritchie,

    I can‘t share the opinion that you might be greedy. You have an offer and I am free to accept or not. That is the nature of business. You put a lot of effort in this which I appreciate and it is reasonable to expect a compensation.
    If I am allowed to leave a feedback I would be interested to see more package prices. E.g. paying a premium fir both Ritchie Cam and the recipes with a little rebate.

    Many thanks again for your work and sharing it with us and all the best to you.

    Greetings from Germany

    • Ritchie Roesch · April 8, 2022

      I appreciate your input. Thanks for your kindness!

  8. Scott Winklebleck · April 8, 2022

    I am loving RitchieCam. If you want to blow some minds, add a 65:24 x-pan ratio. I have been wanting to view in that ratio for a while.

    • Ritchie Roesch · April 11, 2022

      Very interesting suggestion! I like it! I appreciate your input and kindness!

  9. Matias · April 15, 2022

    Hi, I’m new to the page! I am convinced that the work you do is excellent. Either by the photo app or by the fujifilm app (I’m subscribed to both). I would like to add that it would be great if the Ritchiecam application could modify a photo taken with the native apple camera or another application.
    Greetings from Argentina and continue with the successes!

    • Ritchie Roesch · April 15, 2022

      Thanks for your kindness and the suggestion! That functionality is coming. Not sure how far down the line, but I’m definitely hoping before summer.

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