First Week of App Store Sales Stats

CubeCheater has been on sale for one week now, so I figured I would post the sales stats since they are pretty different from what I was expecting them to be like. It’s always a question about whether or not you should post your sales stats, but I think that one week of data doesn’t reveal too much. It was really useful for me when other iPhone app developers posted their stats, so maybe this info will help others who are thinking about jumping in too.

While I was making the app I was expecting to get only one or two sales until the app was reviewed by a prominent iPhone site or blog, at which point there would be a spike of sales, followed by a drop-off back down to almost zero sales after a few days. So my strategy was to make a gimmicky sort of app that bloggers might find interesting, and then try to get someone to write about it. It’s now looking like that might be the wrong strategy to use in the App Store.

The first surprise was that the app has sold more than 50 copies each day that it’s been available, and as far as I can tell there has been absolutely no English press about the app at all yet which would be driving these sales. At first I thought that it might have been due to the app showing up in the “new apps” section in iTunes on the day it was released, but it hasn’t been new for a week now, and the sales are still keeping up. Without any press or publicity, my only guess is that people are finding the app by browsing the Utilities section in iTunes, where it currently is ranked around #70.

The next semi-surprise was that I started to receive a whole bunch of emails from customers who had purchased the app. Many of them were of the “Hey, great app!” variety, but a lot of them were from people who liked the app but couldn’t use it because it didn’t work with the cube that they had. Among other problems, it turns out that all cubes sold in Japan and many in Europe use a different color scheme than cubes currently sold in the U.S. The app would tell the user to input the “Blue face with the White face on top”, which would be impossible because the Blue and White faces are on opposite sides of those cubes. I rushed out a 1.1 update to support that style of cube (and custom user-specified styles), but the update has been languishing “In Review” for almost a week now - Apple’s system was closed for much of the Christmas week, so I’m hoping that the update will go live sometime this week.

So far only 68% of the sales have come from the U.S., meaning that a full 32% are coming from overseas, which is more than I had originally expected. The app isn’t localized at all - it’s only available in English. Localizing it would require paying quite a few translators to translate all the text strings in the app, which could get expensive depending on how many languages I wanted to support. At this point I’m not really sure how to tell whether or not it would be worth doing that, financially-speaking. I designed the app’s UI under the assumption that nobody reads any explanatory text anyway, so it’s pretty graphical and should be usable without knowing much English. It seems to be selling OK in non-English countries, and I haven’t received any emails requesting that the app be translated into a specific language, so maybe it is OK as it is. On the other hand, that’s sort of an argument from fallacy because if people aren’t buying the app since it’s not available in their language, then they wouldn’t be sending me emails in the first place. Also, a large majority of sales have been from the U.S., U.K., Canada, and Germany, where most everyone understands English (or at least the people who are buying iPhone apps). At this point I think that if I did localize the app, the first languages to tackle would be Spanish, Portuguese, Japanese and Chinese, in order to cover the largest number of potential customers.

Anyway, enough with all the blathering, let’s get to the meat of the post: the actual sales stats. Here’s a graph of CubeCheater’s daily sales, overlaid with its rank in the Utilities category in iTunes:

This graph shows a few interesting things:

1. The sales were pretty consistent leading up to Christmas, at which point there was a huge jump. Right now there are only two data points after Christmas, so it’s hard to say if this is a permanent shift or if it’s a one-time fluke. I assume that it happened because a whole bunch of people got new iPhones and iPod Touches for Christmas, so I wouldn’t be surprised if the new stable sales point is somewhere in between.
2. The iTunes rank stayed constant even through the Christmas spike. The rank is determined by number of downloads, so the fact that it remained the same indicates that all iPhone apps probably experienced a similar huge jump in sales (See: A Christmas iFart Explosion: 40,000 downloads - Man do I wish I had thought of that app).

And here are the sales broken out by country for the 12/18-12/27 period:

It’s interesting to see that there’s sort of a “long tail” of countries where the app was purchased one or two times, but not in the Chris Anderson/power-law sense, since the bottom 80% of the countries only account for 10% of the sales. With this distribution I could completely ignore all but the top 3 countries if by doing so I could increase sales in those countries by 20%.

Other random thoughts after one week of sales:

• The YouTube demo video has been viewed only 573 times. Given that many of the YouTube viewers probably did not end up buying the app, this means that far less than half of the people who did buy the app watched the demo video or visited the web site for the app before buying it.  I had originally thought that most people would buy the app after watching the video, but it looks like this is not the case.
• It’ll be interesting to see how long these sales numbers remain consistent. On one hand, you’d expect the sales to drop off after all of the people with both cubes and iPhones buy the app. On the other hand, the installed base of iPhones is still increasing exponentially now, which might counteract that drop-off.
• I’m curious to see how the sales are impacted if the app does get any mentions on any high-profile sites. Other developers have noted large yet temporary sales spikes.