Tiimo · B2C · visual planner for ADHD
Post 1-2 App Store in-app events a month and keep nominating your app to Apple
Apple's editors started asking for promo artwork; part of the path to App of the Year 2025
Workedasopr-launch
What they did
At the start of each year, pre-map the year's product work, holidays and Apple campaigns into a tagged calendar (nomination / in-app event / push). Keep at least 1-2 in-app events live every month; they need no new content: tie them to seasons and moments (Valentine's Day 'plan some love time', Ramadan focus timer, back to school, International Women's Day because of women founders). Submit a featuring nomination every time you adopt an Apple technology (AlarmKit, HealthKit, widgets, Live Activities, Liquid Glass) and before seasonal moments, explaining why you fit. Respect long lead times: for Apple's Global Accessibility Awareness Day in May, submit mid-March to early April. Keep going even when most submissions get no reply; eventually the editorial team gets in touch and requests promotional artwork, which builds the relationship.
What happened
Many submissions got no answer, but repeated ones led to contact with Apple's editorial team (promotional artwork requests); Tiimo became Apple's App of the Year 2025.
- Stage
- Scale (growth / established app)
“we try to always have at least one in-app event or two per month, so there is always something going on there”
“every time we integrate some some Apple technology, we we let Apple know”
“Many of us of our of our request or of our in-app event, they don't always give something back, but eventually they will pay off, and then you will be on in touch with someone uh or like with the team that will request a promotional artwork or something”
“We don't really have anything for Valentine's Day, but we just say like, "Plan some love time, you know, like from time with your loved one,"”
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- Tiimo: Watch WWDC as a team and build the new Apple features by SeptemberCompany says it got Apple's attention; no numbers
- Tiimo: Pick one number, tasks done on day one, and rank every feature by itCompany says it helped them focus; no numbers
- Tiimo: In onboarding, let people add things they already do daily, like brushing teethMore tasks created; company says it helped
- Tiimo: Send reminders about the exact tasks people chose during signupPart of a set of changes the company says helped; no numbers
- Tiimo: Celebrate finished tasks with confetti and streaks so progress feels realHelped quite a bit in recent months, per the company; no numbers
- Tiimo: Add a 3x-priced tier with expert courses and body doublingHurt growth numbers; parked to refocus on the planner
- Tiimo: Shut down a weak Android app, then rebuild it properly when you canFreed team time; a rebuilt Android app relaunched and is catching up to iOS
- Tiimo: Remove a feature only a few power users love if it slows buildingUnpopular with those users; built a close substitute
- Tiimo: Keep blended cost per customer under about $10.50 and check it weeklyKeeps paid growth profitable; cut brand spend like influencers
- Tiimo: Spend a lot on influencer marketing while testing many thingsBuilt brand more than revenue; now only done carefully under the cost cap
- Tiimo: Use Meta for broad audiences and Apple Search Ads for 'ADHD planner' searchesASA up to 50% cheaper per trial; ADHD-identifying users convert 3x
- Tiimo: Run one Meta campaign per country, broad targeting, one ad set per creative themeBetter cost control, per the company; no numbers
- Tiimo: When a winning ad tires, test its message and its look separatelyThe clean Apple-like look, not the laundry message, drove the win
- Tiimo: Put your App of the Year badge everywhere: ads, screenshots, banners
- Show the paywall before asking people to sign upSales up 52%; 60% had been dropping off at sign-up
- App Masters: Label sign-in buttons 'Continue with' instead of 'Sign up with'10% better in the host's A/B test
- Play your app's sounds during onboarding if the app is immersiveHost says it usually lifts conversion; no numbers