Pure Principles

Ad-free, always

No advertisements, sponsored content, or third-party trackers — and no analytics that identify you. Your attention is not the product, and your data is not for sale.

Local-first

Apps are fully functional offline, and your data lives on your device. No account is required for any core feature. Servers enter the picture only when you opt into something that genuinely needs one, such as backup or sync — and your data stays yours, with export and deletion built in.

A generous free core

Everything an app needs to be genuinely useful is free. No artificial limits, trial timers, or nagware. Paid features add capability; they never unlock the basics.

Honest pricing — pay for what costs

We charge only for features with real, ongoing costs, such as encrypted backup and sync between devices. We never charge for what your own device does for free. Prices reflect what a feature costs to provide — not what lock-in could extract — with explicit consent before any charge and easy cancellation. A lapsed subscription pauses the paid service; it never deletes your data or degrades local features.

Private by architecture

Privacy comes from design, not policy: data that never leaves your device cannot be leaked, sold, or demanded from us. If you opt into backup or sync, your data is end-to-end encrypted — we cannot read it. Permissions are minimal, requested just-in-time with a clear reason, and apps degrade gracefully when a permission is denied.

The quality bar

These are table stakes for every Pure app, not differentiators:

• Accessible — WCAG 2.1 AA, full keyboard navigation, screen-reader support, high-contrast and large-text friendly.
• Fast — responsive interfaces that stay fast as your data grows.
• Consistent — a shared design language and interaction patterns across the suite.
• Clear — discoverable features and helpful error states.