What it does

Today is a beautifully designed habit tracker for iOS that helps users build and maintain routines. The core function is to create custom habits, set frequencies and reminders, and log progress through simple daily check-ins. The app focuses on a clean, visual experience with customizable backgrounds and a strong emphasis on user privacy, operating without mandatory user accounts.

Where it shines

Today excels in its simplicity and tactile feedback. The process of checking in a habit is incredibly fluid; a simple tap anywhere on the screen logs progress with a satisfying animation (01:23). This low-friction interaction is critical for an app that relies on frequent, daily use. Another standout area is the 'Cards' system (02:06), which allows users to add modular widgets like calendars or counters to each habit's detail screen. This transforms a simple tracker into a customizable dashboard tailored to each specific goal.

UX highlights

• Effortless Check-ins: The entire home screen for a habit acts as a tap target, removing the need to aim for small buttons and making the core loop feel fast and gestural.
• Visual Progress: The app offers multiple ways to view progress, including a minimalist circular bar (01:28) and a full-screen streak calendar (01:48), catering to different user preferences for data visualization.
• Deep Customization: Users can personalize each habit with a unique cover photo from a built-in library or their own camera roll (01:01), making the experience more personal and motivating.
• Privacy by Design: From the initial privacy screen (00:00) to the granular data export and deletion options in settings (06:11), the app consistently reinforces user control and data ownership.
• Action-Oriented Empty State: The initial dashboard (00:08) is clean and empty, with a clear, singular call to action: 'Tap on the plus button to get started.' This effectively guides new users without a lengthy tutorial.

Monetization & growth

Monetization is handled through a premium subscription, which is presented as a soft paywall. The user only encounters it when they try to access a premium feature, such as adding an 'Apple Health chart' card (02:07). The paywall itself is clean, offering two plans (Annual and Monthly), both with free trials. It uses a feature carousel at the top to communicate the value of upgrading, highlighting benefits like unlimited habits and custom covers.

Who it’s for

This app is ideal for individuals seeking a straightforward, beautiful, and private tool for building personal habits. Its target audience likely values minimalist design and user control over complex social features or gamification. It's for the user who wants to track their goals without feeling like their data is being monetized or shared.

Notes & opportunities

While the app is generally polished, there are a few minor friction points. The path to the main settings menu is somewhat buried (Home -> Habit List -> Profile -> Settings), which could be streamlined for better discoverability. The video also captures a small bug where tapping the 'Video Introduction' in settings results in an error popup (05:37), suggesting an area for a quick fix. Finally, while the modular 'Cards' system is powerful, its existence isn't obvious from the main screen, potentially leaving some users unaware of the deeper customization options.