Principles

Small software can be thoughtful, capable, and fair without becoming complicated. These are the decisions that guide what we build — and what we deliberately leave out.

• Focused by design

  Each product starts with a clear job. Features should make that job better, not simply make the feature list longer.

• Straightforward pricing

  Pricing should reflect what the product actually requires to build, run, and support. We prefer simple, predictable models and avoid recurring costs where the product does not need them.

• Local where it makes sense

  If something works well on the device, keeping it there can make software faster, more resilient, more private, and less expensive to operate.

• Technology with restraint

  New technology is useful when it solves a real problem. We add AI, cloud services, accounts, or infrastructure when they make the product meaningfully better — not simply because they are available.

• Honest interfaces

  People should understand what an action does, what something costs, and what happens to their data. Design should support informed choices rather than obscure them.

• Users stay in control

  Settings, assistance, notifications, and monetization should support the experience rather than take it over. The product should remain a tool for the person using it.

• Data minimization

  Collecting less is often the simplest privacy feature. When external services or data processing are necessary, we aim to be explicit about what they are for.

• Small is allowed to stay small

  Not every product needs to become a platform. A well-made application with a clear purpose can simply keep doing that job well.