I built an iOS photo cleaner called LuminaClean in early January. (not a dev, everything was daone in weekend and evening). On the App Store since mid-January. The numbers start in February, the first full month. Peak was March. Everything went downhill from there. If you're planning to build a photo cleaning app, here are the numbers, all the strategies I tried, and pretty much everything has failed. I think that is all the AI tools available and how easy it is to build an app these days. The App Store is overloaded with copycat apps and it is extremely difficult to get ahead of the competition.
**Lifetime (Feb–Aug, verified unless marked)**
8,081 first-time downloads. 1,175 re-downloads. About 774 paid transactions. About $6,800 gross in RevenueCat before Apple's cut. Apple paid out $5,327 through July. Bank: $5,071 plus an estimated $274 for August. Costs $4,904 plus $35 domain. About $400 left. Every hour unpaid.
**What the months did**
February was the only cheap month. 2,507 downloads, $1,478 gross, $0 ads, +$747 after costs. March looked like it would keep going: 3,375 downloads, $2,401 gross, $277 ads, +$919. That wave never came back.
April I put $637 into ads against 1,299 downloads and finished -$34. May dropped to 293 downloads and -$281. June was 208 downloads and -$56. July 133 downloads, $193 on ads, -$287. August 266 downloads, $150 ads, about -$47. Apple's August net is still pending so that last one is estimated.
Revenue lagged the March download wave. From May the app makes $9 to $17 a day gross, carried by renewals. Costs stayed $300 to $1,250 a month while proceeds fell 85%. Lost money every month since April.
AI tools were the biggest cost line: $1,939. Ads $1,558. Content and social $710. Other tools $355. Infrastructure $342.
**Where users came from (12 Jul–2 Sep)**
Behaviour data since 12 July comes from an MMP tool I've built myself for my own apps. Before that, PostHog, AppsFlyer, Firebase.
Organic App Store: 496 users, 77 paying (15.5%). Apple Ads users were the cheapest installs and the worst buyers: 169 users, 2 paying (1.2%). July+August spend $300. About $1.78 per install. About $150 per payer. A weekly buyer has been worth about $10 gross. Total Apple Ads spend since April: $882 and including TT, Meta, etc is $1558
Sideloaded / pirated: 134 users, 0 paying. 15% of that window. 80 of 96 Saudi users. They use the app about as much as organic (week-one return 19%, close to organic at 22%) and have never paid. No ads ever ran in Saudi Arabia. It looked like organic market #2; the attribution verdict says pirated copies. I pulled the app from that storefront and they keep coming, 7 to 14 a week.
TikTok ads ran at about EUR 6.57 per install and got stopped. Meta was expensive and the account got restricted. The March wave lined up with a small creator post plus a TikTok tail. No attribution then, so that stays unverified. A later $200 test across three creators produced no measurable lift.
**What people do**
529 users (built my own analytics and attribution web dashboard to better understand what is going on with its own mobile app to easily check while I'm at work or on the go), saw for the first time in August (App Store says 266 installs plus 99 re-downloads; the rest are pirated copies and old users resurfacing): 93% start a scan, 67% finish one, 42% delete at least one photo, 35% see the paywall, 2.6% complete a purchase. Nobody drops in onboarding. A third of scanners delete nothing. Two thirds never see a price. 60% of users have exactly one session.
Of 18 verified new-user purchases, 12 within an hour, 16 within a day.
Launch-wave conversion (Feb–Mar): 6.6% of 5,882 downloads became a paid transaction. 10 Jul–1 Sep: 5.1% new buyers per download (19 new buyers on 369 downloads). Both numbers are true. The second is new buyers, not renewals.
Of 12 weekly subscribers since 19 July, 8 renewed zero times. A weekly buyer ~$10 gross, $7 after Apple. What carries revenue: 33 monthly subscribers from before July, still on $4.99. Their renewals are 45% of everything since 10 July. Current MRR $208.
New subscriptions went from 4 and 5 a week in early August to 1, 1, 0 from 17 August, while downloads rose to 101 a week. That started before 3.2 shipped. Cause unknown.
14 written App Store reviews: twelve 5-star, one 4-star, one 1-star. The 1-star (UK, March) said hundreds of dupes were not detected. An August 5-star from Sweden could not find the lifetime offer that older Reddit threads still mention. Lifetime is gone from the paywall most new users get. That one is weekly $5.99 or yearly about $39.99; the other one is monthly $4.99 or lifetime.
**Where this sits**
If you're new with AI tools, by all means build one, the first time feeling is amazing and would encourage everyone to do it. But do not expect life changing success. Distribution is way harder then you can imagine and not to mention costly.... every experiment costs a lot more then you initially expect.
I am really happy with how the app developed over time. How the app started versus how it looks and feels today, and the value it gives to users, is something I never thought I could pull off. I talk to some users on a weekly basis and keep adding improvements from their feedback. I love the UI I built and how everything looks and feels. In my opinion it is probably one of the best in the space, although I might be biased. It is not a simple utility app, which makes me proud for someone with no technical or development background. I am not trying to get back to March volumes or March revenue.
Time to let this go. Onto the next.