Many
years ago,
Apple told us: there was “an app for that”. And for a while, it felt like there was. Social media. Games. Creation tools. Utilities. The App Store felt boundless.
But year after year, our home screens remain largely the same.
Visions of a rich, diverse marketplace gave way to a new bundle. A dozen apps produced by a handful of mega-corporations.
And so, we pick our clothes. Our tunes. Our furniture. But our software? Still one-size-fits-all. Made for billions. Not for us.
When software is oriented around you… It's freed from the incentives that create dark patterns. Freed from the ads and unnecessary features that get in the way. And freed from disruptive notifications you can't control.
I believe software has a greater purpose: to help each of us live our lives, 
our way.
That's why I started HARDLAUNCH.
Cool stuff that doesn't feel generic like the rest.
Built with taste, for people with taste.
Software that respects your time. That does one thing really well. That feels like it was made by someone who actually uses it.
Because it was.
But I do know this… Someday, we'll look back on the App Store like we do on cable TV. A place to find well-produced content made for the masses. And that's just fine.
I believe that a new medium of creativity is upon us… As YouTube taught us that video can go far beyond the limited channels of TV, and Twitch showed us that live is bigger than sports and game shows, I believe in a future of software that is far richer and more diverse.
Better software can exist. We just have to make it.