How (Not Boring) does organic growth: Design × Bundles × Apple Love
What happens when you just make simple apps beautiful?
(Not Boring) Software is a developer a bit peculiar. They’re showing that good design, smart bundling, and a bit of App Store love can turn boring tools into a sustainable business.
Their apps aren’t viral or complex; they’re simple, but delightful.
Think: Weather, Calculator, Habits, Timer… and now, Camera.
Latest Win: (Not Boring) Camera
Released in May 2025, already featured in:
🟦 “New App” spotlight
🟨 “Apps We Love” collection
Already pulling in $8.5K in revenue last month with 4,400 downloads. Highest ARPU across their entire portfolio as of yet.
The Bundle Strategy
All their apps are sold as bundles; often across themes like Health & Wellness (Habits, Vibes, Timer), Weather tools, Utility with style (Camera, Calculator..)
This lets them:
Cross-sell with zero UA cost
Turn low-volume apps (like Timer) into value drivers
Reinforce the brand (same 3D/ambient aesthetic)
Numbers That Matter (Jan–June 2025)
📲 Downloads: +54,000 total
💰 Revenue: $76,000 total
🏆 Features by Apple: 339 (Weather), 360 (Habits), 48+ (Camera, in 2 months)
⭐ Avg Rating: All apps > 4.7 stars
📱 Top Device: Habits monetizes better on iPad (vs iPhone)
Why Apple Loves Them
(Not Boring) apps align perfectly with what Apple promotes: editorial-worthy design, delightful UI, and a tactile, premium feel.
They’ve mastered the art of making an app feel like an experience; with motion, sound, and design that feels human.
And smartly, they showcase awards directly in their screenshots, from the Apple Design Award to Editor’s Choice. That visual validation acts like a trust badge and likely boosts conversion.
But here’s what’s surprising: despite all this alignment, they rarely run in-app events. With their seasonal potential (Weather), habit loops (Habits), or even app launches (Camera), they’re missing an easy way to grab more featuring slots and boost re-engagement.
Great design gets you in the door; but consistent visibility needs calendar-driven content, too.
Takeaways
(Not Boring) Software shows that you don’t need a complex product to grow on iOS; just great design, smart packaging, and platform alignment.
Their use of app bundles keeps acquisition cost low and lifetime value high. And surprisingly, iPad users drive more revenue, a reminder that optimizing beyond iPhone can pay off too.
With the launch of Camera, they’ve refreshed interest across the whole suite, showing how a new app can lift the portfolio.
And yes, in 2025, Apple featuring still moves the needle, with over 700 total features in just six months.