12/9/2023 0 Comments Halide mark ii priceWell, in the words of Ed Catmull, “Success hides problems.” We didn’t want to chop-up Halide so we could hide features behind additional in-app purchases. It was all going well, so why mess with what works? We believe deeply in goodwill, and thinks it makes the best marketing. Halide experienced solid revenue growth for years, despite giving away huge, free updates for three years. From an engineering perspective, we had ambitious ideas to engineer the best photography tools available by a mile, and to really take advantage of the latest technologies. We launched it with no idea it would develop a big following, and we never thought we’d be adding features for years.įrom a design perspective, Halide 1.0 was born on home-button iPhones a redesign let us perfect it for the latest devices and old ones alike, and future-proof it for many more years of updates. Halide was designed and built as a passion project. It had become a well-known name: you could spot it on the home screen in a tech website’s review of the latest iPhones, catch it in the wild being used by professional and amateur photographers alike, and see it featured in every country the App Store is available. Why double down on an existing product? After three years, Halide was doing extremely well. Read to see our moments of fear, joy, and everything in between… Why Halide 2.0? We’ll cover its development and launch, the user reaction, and finally touch on financials. It explains why Mark II laid the groundwork for the company. ![]() We knew Mark II would define our fourth year, and if everything went according to plan, it would carry us through to the next phase. We knew this was going to be a big project, not only technically, but one personal and close to our hearts. We decided to spend 2020 tackling our most ambitious (and possibly-controversial) dream product: “Stark”. While we delegate some work (like promotional sites) to contractors (thank you, Jonathan!), we need to build out our core team to build out our core products. We know everyone will love these apps, but there’s one small problem: our two existing apps fill all the hours in our day. We talked many a late night and came up with a roadmap of our ambitions: three apps. After the success of our second app, Spectre, we asked ourselves, “What do we want to be when we grow up?” ![]() The ultimate question is whether we can continue pursuing those passions. We came here chasing our passions, not profit. Do you want to stick around another few years? Are you happy doing what you’re doing? Do you believe in the future of the company? At startups, this is when employees start facing existential questions. A company!įour years is a major milestone for a new company. Four years later, it’s not a little app anymore. ![]() Perhaps, we thought, a few others would like it too. We didn’t have huge ambitions when we built and launched our little camera app: we had made something that was great for our own needs. Four years ago, we launched Halide from a kitchen dinner table in Sebastiaan’s apartment in San Francisco.
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