Sub Club Podcast: How to Succeed on iOS vs. Android — Matt Rouif, Photoroom

Hosts: David Barnard & Jacob Eiting
Guest: Matt Rouif (Co-founder & CEO, Photoroom)
Date: March 10, 2025

Overview

This condensed, insight-rich episode features Matt Rouif, the CEO and co-founder of Photoroom, discussing strategies and learnings from operating a leading subscription-based app across both iOS and Android. The conversation explores why some apps see 30x higher revenue on iOS, the operational challenges of supporting both platforms, the distinctive user bases, monetization differences, and actionable advice for startup teams. Special attention is given to internationalization, technical fragmentation, QA practices, and why Photoroom bucks industry norms with stronger-than-expected Android performance.

Key Discussion Points & Insights

1. iOS vs. Android: Markets, Timing & Product-Market Fit

(01:21–04:04)

• Launch Order and User Focus:

  • Photoroom started on iOS in 2019, moving to Android about a year and a half later.
  • Matt emphasizes, “I would do exactly the same—iOS, and then one or two years later, Android.” (03:45)
  • iOS was leveraged for product-market fit due to “super penetration in the American market,” while Android was prioritized later for broader international reach.

• Early Demand Signals:

  • Genuine market demand for Android only materialized after influencers promoted the app, with repeated user feedback:

    “All the comments are ‘When is Android coming?’” (02:47)

2. Organizational Approach: Separate Teams & Shared Tech

(04:04–05:10)

• Photoroom maintains distinct iOS and Android teams but shares a common “engine” for AI and pixel rendering.

• Native device algorithms for on-device processing are only implemented for Apple due to Android hardware fragmentation.

• Flexible Experimentation:

  • Features are often prototyped on iOS first (due to team size) but Android may be prioritized based on tracking and benchmarking feasibility.
  • Example: Team invitations are easier to benchmark on Android due to less restrictive privacy policies.

3. Monetization: Platform-Specific Dynamics

(06:13–09:16)

• API Fragmentation & User Willingness to Pay:

  • Matt highlights that building photo/video tech for Android is harder due to API and hardware variety.
  • “If you’re a photo hobbyist ... you’re probably going to buy an iPhone.”

• Stark Revenue Differences:

  • “Basically, the ratio for photo apps was 30x. So the value of a user on iOS was 30x bigger than Android.” (08:09)
  • Apple’s marketing around photo quality strongly skews US and developed-markets revenue toward iOS.
  • Android: More successful for Photoroom than most photo apps due to targeting business owners who value utility over platform.

4. Technical & QA Challenges of Android Fragmentation

(09:16–11:49)

• Practical Advice:

  • “For a year or so I just switched as like a founder ... to Android and so I was only using that to make sure ... you pay attention to details.” (09:36)
  • iOS users tend to adopt the latest OS quickly, unlike Android—so broader version support is needed.
  • Photoroom does not have a dedicated QA team—engineers and staff are responsible for testing, with a robust beta group for Android.

• Internal Incentives:

  • “Anyone that wants an Android as a Photoroom employee with an iOS and wants Android and is going to use it or test it ... you can have two devices if you’re going to help the Android team.” (11:35)

5. Design & Product Localization Challenges

(11:56–13:12)

• The design language debate: iOS and Android have different UI conventions; adapting fully is resource intense.

• “You can take Portuguese and Spanish and grammar is similar, but some idiomatic expressions are different... You have to allow for this freedom based on like the native language.” (12:04)

• Practical example: The Android “share” icon differs from iOS, and using the wrong convention feels foreign to users.

6. Platform Economics: App Store Fee Structures

(13:12–14:25)

• Key overlooked point:
  • “Apple is 30% commission on new subscription ... Android’s all 15%. So it does make a difference for your margin...” (13:17)
  • On iOS, the App Store's commission drops from 30% to 15% after renewing the subscription for over a year, but that means lower margins on initial conversion compared to Google Play.

Notable Quotes & Memorable Moments

• On launching Android:

  “I would do exactly the same—iOS, and then one or two years later, Android. Early adopters of apps, as a general rule, would be more on iOS.” – Matt Rouif (03:44)

• On international reach:

  “If you care about localization, you want to launch in tons of countries, then ... you need to do Android, you can’t do iOS only.” – Matt Rouif (01:50)

• On 30x iOS vs. Android revenue:

  “The value of a user on iOS was 30x bigger than Android. That was a big learning.” – Matt Rouif (08:09)

• On founder empathy:

  “Just remove your SIM card from your iPhone, buy a good Android device and make sure you test—dogfooding is the key.” – Matt Rouif (09:36)

• On QA and internal dogfooding:

  “Everyone is in charge of their own bugs and everyone is using the app.” – Matt Rouif (10:49)

• On design language:

  “People on Android, they don’t understand the iOS icon and it doesn’t look native. It’s like you’re using your word in another language in their platform.” – Matt Rouif (12:04)

• On platform economics:

  “Apple is 30% commission on new subscription ... Android’s all 15%. So it does make a difference for your margin, especially for a company ... where you have GPU costs for machine learning.” – Matt Rouif (13:17)

Timestamps for Important Segments

• [01:50] – Differentiating iOS vs. Android early strategy and market considerations
• [03:44] – Would Matt launch on both simultaneously, or stick with iOS-first?
• [04:16] – Team organization and technical approach to cross-platform development
• [06:27] – Monetization: Why iOS users are so valuable for photo/video apps
• [08:09] – 30x revenue gap explained (iOS vs. Android)
• [09:34] – Coping with Android device fragmentation; QA/dogfooding
• [11:49] – Internal incentives for Android team quality/test coverage
• [13:12] – Key differences in App Store and Google Play commission structures (30% vs. 15%)

Final Takeaways & Actionable Tips

• Don’t launch on both platforms simultaneously unless your audience or product truly demands it—iOS is usually better for early adopters, particularly in photo and video spaces.
• Expect higher revenue per user on iOS, but international business and certain segments (like small businesses) can make Android lucrative.
• Device fragmentation on Android means broader testing and different product discipline.
• Internal dogfooding and providing staff with both device types dramatically improves quality and empathy for the user experience.
• Margins on Android subscriptions may be higher due to Google’s 15% fee structure (vs. 30-15% on iOS).
• UI/UX localization is more than language—it’s about respecting platform-native conventions.
• For founders: personally use your Android app for an extended period if you want to build a truly great cross-platform experience.

This summary captures the rich technical, business, and practical takeaways shared by Matt Rouif about Photoroom’s journey scaling on iOS and Android. Listeners (and readers!) can apply these lessons to their own cross-platform strategy, technical QA, and monetization planning.