App fatigue is real—rethink apps beyond subscriptions

Launched 16 years ago with only 500 apps, Apple’s App Store revolutionized how we interact with our devices. As of 2023, the App Store had nearly 1.8 million apps, spanning categories like gaming, fitness, productivity, social media, and much more. The phrase “There’s an app for that” has never been more true.

But with so many apps available, users face a new challenge: app fatigue. With millions of choices, users can easily become overwhelmed. Even when someone chooses to download an app, they can be bombarded with notifications urging them to engage, upgrade, or subscribe. With many apps competing for users’ attention and wallets, this can push them to ignore or even delete an app altogether.

This creates a dilemma but also presents a unique opportunity for developers. By rethinking app monetization and adopting innovative models, the industry can evolve into a healthier, more rewarding space for users and developers alike. Developers can lead the charge here while still prioritizing app quality, accessibility, and user satisfaction.

The impact of app fatigue

The App Store growth has created a paradox of choice for users. Users now have an average of 18 apps downloaded on their smartphones, and this number is predicted to decrease by 1% each year. Meanwhile, churn rates—the percentage of users who stop using an app—have skyrocketed over the past four years, with 96.3% of iOS app downloaders becoming inactive by day 30.

This environment leaves developers scrambling to compete. Because users have millions of apps to pick from, very few apps actually turn a profit. This pressure has led many developers to adopt aggressive monetization strategies like subscription models, prioritizing short-term revenue over user experience.

Subscription models can be useful tools when used thoughtfully, providing a steady source of revenue that allows developers to maintain and improve their apps. The issue arises when subscriptions become the default or sole app monetization model, which is occurring more frequently. When useful functionality is hidden behind paywalls and payment options for apps are limited to recurring charges, users can become frustrated with their app experience. This can alienate users and lead to higher churn rates, creating a cycle where neither users nor developers truly benefit.

Explore user-centric alternatives

With the surge in app numbers and the widespread adoption of subscription models, it’s no surprise that many users feel overwhelmed. However, alternative strategies can mitigate app fatigue, offering a better user experience and sustainable options for developers.

“Pay-per-use,” where users only pay when engaging with specific features, has become common in sectors like ride-sharing, food delivery, and online education. This model eliminates the need for ongoing subscriptions and gives users the ability to pay solely for the features they use. Ultimately, this eliminates the pressure of recurring charges.

Additionally, “all-you-can-eat” models give users the freedom to use many features for a single price, providing a streamlined user experience and eliminating the need for constant upgrades and hidden fees. This makes app usage more enjoyable for users. For developers, it ensures a steady revenue stream that is distributed fairly—incentivizing quality and innovation.

Yet, while these models offer exciting alternatives to traditional subscription models, they can only succeed if apps themselves evolve. Monetization is just one piece of the puzzle; the design and ecosystems behind these apps must also be reimagined.

A new era of software

The app industry must move behind incremental fixes. Users need tools that help them create, innovate, and build a meaningful legacy for a reasonable and fair price.

Platforms like the Apple Arcade hint at what’s possible by offering an integrated, curated marketplace with a streamlined user experience and efficient “all-you-can-eat” format. Similarly, the rise of “super-apps” in markets like Asia highlights another approach: consolidating multiple services—such as messaging, payments, and e-commerce—into a single platform to reduce friction and simplify daily life.

These examples illustrate the growing expectation for apps to deliver cohesive solutions that adapt to users’ needs, whether through curated marketplaces, multifunctional platforms, or interconnected standalone tools.

It’s becoming clear that single-purpose apps are quickly becoming obsolete. The future belongs to apps that are proactive, not reactive—dynamic tools that evolve with users’ needs, offering a holistic, personalized experience. Developers must create on-demand solutions that instantly adapt to fulfill user needs. If a user, for instance, wants to combine notes, set reminders, and draft a report, the app should seamlessly generate the tools or interface in real time, eliminating the need to switch between multiple apps or perform repetitive tasks.

The tools to make this happen are already here; technologies such as generative AI will lay the groundwork for even more advanced app solutions in the future.

As the industry looks ahead, the key to success lies in seeing the bigger picture: smarter, more integrated solutions for users and robust ecosystems that empower developers. By rethinking how dynamic app services are designed and how they interact within larger platforms, we can move toward a future where software adapts to users—not the other way around.

Oleksandr Kosovan is founder and CEO of MacPaw.