Launched by RevenueCat

On the podcast: Antoine shares how he built RocketSim from an internal tool into a thriving business, the challenges of scaling as an indie developer, and the key marketing insights that drove growth—without relying on traditional ads or influencer campaigns.

Top Takeaways:
⏱️ Solve time, and they will pay you 
There are countless solved problems in the world, but if your tool gives developers back their most limited resource—time—the sales pitch writes itself.
🧱 Build what your users ask for, and the trials will follow
Releasing the number-one voted feature on a public roadmap is the most reliable way to turn dormant users into active trials.

🐢 Some problems take years to solve
Not every technical hurdle can be Googled; sometimes you have to sit on an open issue for two years until your skills grow enough to crack it.

🤝 Embrace your competitors
Cross-promoting with competing apps and newsletters actually grows your audience faster than trying to dominate a niche alone.
⛓️ Constraints are a feature, not a bug 
Going full-time indie can actually hurt productivity if you lose the strict prioritization habits that made you effective when time was scarce.

About Antoine van der Lee:
🚀 Indie Developer and Creator of SwiftLee, a platform for iOS developers, and RocketSim, a tool that streamlines testing and simulating apps in Xcode.
👋 LinkedIn 
🌐 Learn more about RocketSim

🎧Learn more about the Going Indie Podcast
📖 Read Antoine’s developer blog at SwiftLee

Follow us on X: 
Charlie Chapman - @_chuckyc
RevenueCat - @RevenueCat
Launched - @LaunchedFM 
Episode Highlights:
[0:00] Introduction to Antoine van der Lee and the story behind RocketSim
[2:15] How Antoine started in iOS development and his early career journey
[5:05] The creation of Swiftly: Antoine's approach to writing and sharing knowledge
[7:40] The launch of RocketSim: From an internal tool to a public product
[10:12] The challenges of developing a useful Xcode simulator tool
[12:31] Antoine's approach to growing RocketSim without focusing on traditional marketing
[15:22] The evolution of RocketSim: Expanding features and listening to users
[18:05] How Antoine used his blog and newsletter to support RocketSim's growth
[21:40] The balance between RocketSim as a product and maintaining a sustainable indie business
[24:25] The impact of the App Store: Sales model and challenges
[27:11] RocketSim’s transition into enterprise sales and selling to teams
[30:03] Hiring for RocketSim: Bringing in the right people to scale without losing focus
[33:20] The evolution of the RocketSim website and customer experience improvements
[36:05] Antoine's experience with creating a full-time indie business alongside a family
[39:00] Dealing with the growth of RocketSim and managing multiple projects at once
[42:10] Insights into Antoine’s shift from a full-time job to an indie developer
[45:35] The role of personal branding and community connections in RocketSim's success
[48:10] The value of networking and connecting with others in the iOS community
[51:05] Moving from product development to managing a business
[54:01] Reflection on growth, work-life balance, and achieving indie success
[56:22] Key takeaways for indie founders and AI product builders today

On the podcast: Adrian Eves about his path from Apple’s accessibility team to indie app development, building Pediapal and Auralog from personal health challenges. We cover lessons from launching, redesigning with Liquid Glass, navigating App Store features, and how community—from iOS Dev Happy Hour to Swift Sonic—has fueled his growth.

Top Takeaways:

🤝 Your community is your safety net 
If you get laid off, it's the people you've supported who will support you right back, creating a crucial buffer during uncertain times.

😠 Turn frustration into features 
The most compelling app ideas often come from solving your own, real-life problems, giving you an authentic perspective on what users truly need.

🚀 Ship it, then ship it again 
Your first version won’t be perfect, and that's the point. The real work, and the best learning, starts after you hit publish and begin iterating.

🎤 You don’t need permission to build 
If you have an idea that you're passionate about, just start building. Don't wait for the perfect time or an external green light.

💡 Spite can be a great motivator 
A little bit of friendly competition or a desire to prove something can be the exact push you need to finally ship your app.

About Adrian Eves:

🚀 Indie App Developer and Creator of Pediapal, an app that makes it simple for families to track their child's health, & Auralog, a migraine tracker to help you take control of your migraines and headache history.
👋LinkedIn

🌐Learn more about CommunityKit

🎵Learn more about Swiftsonic 

Follow us on X: 
Charlie Chapman - @_chuckyc
RevenueCat - @RevenueCat
Launched - @LaunchedFM 

Episode Highlights:
[0:00] Introduction to Adrian Eves: From Apple’s accessibility team to indie app developer
[3:30] The power of community: iOS Dev Happy Hour and how relationships opened unexpected doors
[8:45] Landing at Apple: Accessibility work and designing technology that truly helps people
[14:20] The layoff pivot: Turning uncertainty into motivation to finally ship an indie app
[18:10] Building Pediapal: Solving the real-world problem of tracking kids’ health
[24:00] Launch day lessons: Why shipping is emotional—and what happens after the high fades
[28:30] WWDC as an indie: Experiencing Dub Dub differently when you have your own app
[32:40] The Liquid Glass redesign: Rebuilding Pediapal from scratch and chasing an App Store feature
[38:15] Marketing reality check: Why a local TV appearance outperformed App Store hopes
[42:50] Spite-driven development: Building Auralog in under a month to solve chronic migraines
[47:10] Focus and traction: Why Auralog’s narrow, search-driven use case gained momentum
[52:30] Monetization strategy: Freemium models, paywalls, and learning ASO from other indies
[57:45] CommunityKit: Creating a physical hub for developers during WWDC week
[1:02:30] Swift Sonic: Designing a music-inspired conference with built-in mentorship
[1:07:15] Final reflections: Building for real people, leaning on community, and growing through each iteration

On the podcast, I talk with Adam Lyttle about his journey from web development to indie app success, the lessons learned from failure, and how creating apps with passion and a focus on viral trends can lead to unexpected growth. We also dive into the challenges of monetizing apps, transitioning to native development, and balancing creative projects with business goals.

Top Takeaways:

💡 Overcoming burnout through reinvention
After facing a tough personal and business setback, Adam stepped away from tech and even started a lawn-mowing business. This period away helped him regain his passion for app development by allowing space for reinvention and creativity.
📈 Volume is a form of practice
Committing to a consistent shipping schedule, even without immediate financial goals, is one of the most effective ways to accelerate skill development and build a foundation for future success.
🧩 The importance of market validation before building
Adam emphasizes the value of market research and validation before committing time to an app idea. He uses tools like Astro to assess demand for an idea, ensuring he targets the right audience for each app he creates.

💰 Monetization comes after value creation
Adam’s focus was always on creating something valuable first—for instance, his early success came from building an app that resonated with users, such as his tarot app. He later learned that monetization strategies like paywalls could take his business to the next level, driving revenue growth.
💡 Embrace AI as a tool, not a shortcut
While Adam has experimented with AI tools like ChatGPT and Sora to speed up app creation, he stresses that the key to success isn’t outsourcing creativity but using AI to enhance and streamline the process of building high-quality apps.
🎮 Craft and fun drive long-term satisfaction
 Adam’s game, "Swipe the cat," taught him a lot about balancing fun, visuals, and the viral nature of app growth. While monetization didn't take off as expected, he realized that the enjoyment of creating something delightful and playful could still drive future success and innovation.

About Adam Lyttle:

🎤 Indie App Developer and Creator of Swipe the cat

📱 Adam Lyttle is a prolific indie app developer with a passion for creating simple yet impactful mobile experiences. Based in Australia, Adam is known for developing over 30 active iOS apps, including the popular Swipe the cat game. With a background in self-taught programming, Adam transitioned from building shareware and web development to focusing on the iOS ecosystem. His journey reflects a blend of resilience, creativity, and constant learning, with a focus on user-driven design and monetization strategies.
👋 LinkedIn
🖥️ Website

👾 Github

📷 Instagram

 💭 @adamlyttleapps on X

Follow us on X: 
Charlie Chapman - @_chuckyc
RevenueCat - @RevenueCat
Launched - @LaunchedFM 

Episode Highlights:
[0:00] Introduction to Adam Lyttle and his journey from web development to indie app development
[2:40] The "cool table" at WWDC: How Adam connected with big names in the developer community
[4:30] The role of failure in shaping Adam’s career: From web development collapse to lawn mowing business
[7:00] Returning to tech: How Adam's lawn mowing business inspired his app development journey
[9:55] From Shareware to iOS apps: How Adam's passion for computers evolved into indie app development
[12:15] Building apps to make an impact: Adam’s drive to leave a positive legacy after his business failure
[15:03] How Adam learned app development through trial and error: Building an app every month for a year
[18:00] The early days: Adam's first successful app and how he stumbled upon the magic formula
[21:45] Moving from free apps to monetization: The turning point that boosted Adam's revenue
[23:20] Challenges of monetizing apps and the importance of app store optimization
[26:05] Breaking into SwiftUI: Adam’s transition to native development and learning new frameworks
[30:10] Creating for passion vs. profit: Adam’s balance between fun projects like Piano Run and money-making apps
[34:02] The viral Swipe the cat game: How Adam tapped into a viral TikTok trend for success
[38:10] Monetization struggles: Why Adam believes game apps are hard to make profitable
[40:15] Lessons from Swipe the cat: How Adam optimized for viral success, not just app store keywords
[43:02] The ongoing challenge of balancing creative passion with business growth
[46:00] Adam’s advice on building apps that people will care about, beyond the keyword-driven approach
[50:12] Final thoughts: The importance of learning from both successes and failures in indie app development

On the podcast, I sit down with Pol and Hidde to discuss the frustrations developers face with App Store Connect, how they turned their own pain points into Helm, and why automating app launches and translations has become a game-changer for indie developers.

Top Takeaways:
💡 Build for the pain, not the platform
Helm wasn’t born out of a market analysis — it came from frustration with App Store Connect. By starting with their own workflow pain points, they built something instantly useful to the exact audience they belong to: app developers. Real problems create real product-market fit.
🎯 Focus beats feature parity
Instead of cloning App Store Connect, Helm rebuilds only the parts developers hate — and makes them effortless. That means obsessing over friction points like AI-powered translations and fast TestFlight access. By doing less, but doing it brilliantly, they turn a clunky chore into a tool devs love.
🌱 Delight is the best growth strategy
Helm’s growth didn’t come from paid ads or clever SEO. It came from users who felt seen. When a dev complains about App Store Connect on X, someone else inevitably replies: “Just use Helm.” That kind of advocacy only happens when your product delights the right people.
👕 Marketing is memory-making
Sponsoring an amateur football team named “Swift” wasn’t about CAC. It was about building brand lore. Great indie products often grow by being fun, weird, and memorable. In a world of optimized funnels, personality is differentiation.
📱 Mobile is a chance to surprise
When bringing Helm to iOS, they didn’t just shrink the desktop app, they leaned into what mobile does best. Helm Passport, an App Clip-powered networking feature, added a playful, real-world twist that got people talking (and sharing). Great mobile UX doesn’t just port — it reinvents.
🤝Shared ownership beats rigid roles
Although both co-founders have different backgrounds, they don’t strictly divide design and engineering. Both touch the whole product, jump in where needed, and stay deeply familiar with the codebase. That overlap keeps the team fast, resilient, and aligned.

About Hidde and Pol:  

🚀 Co-Founders of Helm

📱 Hidde van de Ploeg is a designer-turned-developer and co-founder of Helm, an app that simplifies the App Store Connect experience. With a background in design and indie app development, Hidde has worked on several successful projects before launching Helm, which has quickly gained a loyal following among developers.

👋 LinkedIn

👨‍💻 Pol Piella is a software engineer and the co-founder of Helm. Originally from Barcelona, Pol has a background in electronic engineering and iOS development. He co-created Helm to address the pain points developers face when working with App Store Connect, aiming to provide a seamless, efficient solution.
👋 LinkedIn

Follow us on X: 
Charlie Chapman - @_chuckyc
RevenueCat - @RevenueCat
Launched - @LaunchedFM 

Episode Highlights: 
[0:00] Helm’s promotion by users instead of creators
[0:19] Introduction of Pol Piella and Hidde van de Ploeg
[1:27] Pol's elevator pitch of Helm
[3:09] Pol and Hidde's background and their collaboration
[5:47] The idea behind Helm and the App Store Connect frustration
[9:36] Challenges with the App Store Connect API
[12:07] Helm’s compliance with Apple and review process delays
[16:09] How WWDC helped get the app approved
[18:11] The launch of Helm and user-driven promotion
[20:42] Fun marketing strategy: sponsoring a football team
[23:54] Reinvesting profits into AI features and marketing
[25:20] Low churn rate and stable growth
[28:06] Key features making Helm valuable for developers
[30:59] The iOS version of Helm and its impact on user engagement
[33:27] The "Helm Passport" feature for conferences
[35:15] Helm’s development in SwiftUI
[39:00] Collaboration and overcoming challenges in SwiftUI
[41:11] Teamwork dynamic between Pol and Hidde
[44:06] Improving customer support with Harbor tool
[45:44] Harbor’s potential as a future SaaS product
[47:12] Growth and long-term focus of Helm
[50:30] Helm’s vision for quality and user feedback
[52:25] Future plans and expansions for Helm

On the podcast, I talk with Sebastian about the power of building in public, how persistence pays off when growth is slow, and why focusing on user needs and iterative improvement can lead to unexpected success in indie app development.
Top Takeaways:
💡 Building in public isn’t a marketing trick — it’s a momentum engine
Sebastian didn’t have a marketing budget when he launched his first apps. Instead, he built in public, sharing screenshots, updates, and revenue transparently on X (Twitter). This not only brought early users but also helped him stay motivated through long stretches of slow growth.
🧩 Success comes from clarity, not complexity
His first app, LiftBear, was a workout tracker that tried to do too much. It didn’t fail to live up to expectations because it was bad — it didn’t succeed because it wasn’t distinct. HabitKit, on the other hand, had a single, instantly recognizable visual hook: a GitHub-style contribution grid that turned habit tracking into a game of consistency.
🚀 Patience pays off — app store algorithms can change your life overnight
After months of steady updates and reviews, HabitKit suddenly began ranking for “habit tracker” in several major markets — without any new marketing push. The result: downloads and revenue skyrocketed.
💰 Lifetime plans build trust — even if you love subscriptions
All of Sebastian’s apps use a freemium model, with monthly, annual, and lifetime options. He believes offering a one-time purchase alongside subscriptions reduces friction and builds goodwill among users who hate recurring payments.
🧠 Building a new app can reignite your creativity
After three years of improving HabitKit, Sebastian started to feel burned out. His new app, FocusKit, gave him a chance to learn SwiftUI, experiment with Apple’s new Liquid Glass aesthetic, and explore productivity from a fresh angle.

About Sebastian Röhl:
🎤 Founder and CEO of HabitKit & FocusKit

📱 Sebastian Röhl is a passionate indie app developer and tech entrepreneur. With a background in computer science and a drive for solving real-world problems, he created HabitKit and FocusKit to help users build productive habits and stay focused. After working at top software companies, Sebastian followed his entrepreneurial spirit, focusing on mobile apps that combine simplicity with powerful functionality.

👋 LinkedIn

 💻 Substack https://sebastianroehl.substack.com/ 
Follow us on X: 
Charlie Chapman - @_chuckyc
RevenueCat - @RevenueCat
Launched - @LaunchedFM 

Episode Highlights: 

[0:00] Introduction to Sebastian Röhl and his journey into indie app development
[2:20] The power of building in public: How sharing your process helps you grow
[5:41] Persistence in the face of slow growth: Why consistency is key to success
[9:02] Focusing on user needs: How Sebastian’s personal challenges shaped his apps
[12:45] From LiftBare to HabitKit: Pivoting after initial setbacks
[16:00] The importance of simplicity and design in HabitKit and FocusKit
[19:55] Using feedback and iteration to improve your product over time
[24:30] How small wins, like app store ranking boosts, can lead to bigger success
[28:10] Learning from competitors, but staying true to your own vision
[32:05] The role of data in guiding decisions and refining your product
[36:15] Why Sebastian chose SwiftUI for FocusKit and the importance of native development
[40:02] Continuing to build and evolve: How building in public keeps you motivated
[43:45] The importance of not rushing to judgment: Embracing learning and testing in the process
[47:02] Insights on the future of indie app development and staying innovative
[49:55] Final thoughts on how to balance building apps and long-term growth