The short version
Answer twelve questions, briefly: the problem, the people, the core flow, accounts and data, money, iOS features, AI, design, languages, timeline and budget, success, and constraints. “We don’t know yet” is a perfectly good answer; it tells us what discovery has to settle. Download the template as a text file, or copy it from the bottom of this page.
Why a brief saves money
The price of an app depends mostly on a few decisions: how many core flows it has, whether it needs a backend, how it earns, and which iOS features it uses. A brief that answers those makes the first call useful and the discovery phase shorter. One that describes the vision but skips them leads to estimates that are really guesses. See what moves the price.
The twelve parts, and how to answer them
1. The problem
One or two sentences on what the app solves, and how people solve it today. The second half matters: it is what your app competes with, even if that is a spreadsheet or a phone call.
2. The people
Describe one real person rather than a market. And say which devices: an iPhone app with an iPad layout or an Apple Watch companion is a bigger project.
3. The core flow
The single most useful part of a brief. What do people open the app to do? Walk through it step by step. Then list every other flow and mark it v1 or later. If everything is v1, the first version will take longer and cost more; our MVP page explains how we draw that line.
4. Accounts and data
Does it need sign-in, and why? Where does the data live? An existing API with documentation is far cheaper to build against than a backend that does not exist yet. For data that only follows one person across their devices, CloudKit can remove the need for a server.
5. Money
Free, paid, subscription, credits or a one-time unlock. Digital features sold inside an iPhone app go through Apple’s in-app purchase, so this shapes the paywall and App Review. See paywall best practices.
6. iOS features
Push notifications, widgets, Live Activities, Siri, Apple Pay, HealthKit, the camera, location, offline use. Each one is a small project of its own, so listing them early prevents surprises.
7. AI
What goes in and what comes out, whether you have a model in mind, and whether personal data such as photos will go to a third-party AI service. That last answer brings in Apple’s consent rule. See what an AI app costs.
8. Design
Existing designs, a brand guide, and two or three apps whose feel you like, with a sentence on why. “Why” is more useful than the names.
9. Languages and markets
Which languages and countries at launch. Each language adds design, testing and App Store work.
10. Timeline and budget
A date that matters, and why it matters, plus a budget range, however rough. A range lets us suggest what fits inside it instead of quoting something that does not. Our projects typically range from $10,000 to $100,000+; the cost estimator shows where yours might land.
11. Success
Three months after launch, what would make this a success? Downloads, paying users, a funding round, a process that works? It decides what goes into v1.
12. Constraints
Anything regulated, such as health, finance or apps for children, and anything that must not change. Regulated apps can have to be submitted by a legal entity rather than an individual, which affects whose Apple account the app lives in.
The template
Copy it below, or download it. Short answers are fine.
1. The problem: what it solves, and how people solve it today
2. The people: one real person; iPhone only, or iPad and Watch too?
3. The core flow: the one thing people open the app to do, step by step;
every other flow marked v1 or later
4. Accounts and data: sign-in? device, iCloud or server? existing API?
5. Money: free, paid, subscription, credits, one-time unlock?
6. iOS features: push, widgets, Live Activities, Siri, Apple Pay,
HealthKit, camera, location, offline
7. AI: what goes in, what comes out, which provider, any personal data?
8. Design: existing designs or brand; two or three apps you like, and why
9. Languages and markets at launch
10. Timeline and budget: a date that matters, a rough range
11. Success: what three months after launch should look like
12. Constraints: regulated areas, things that must not changeRelated: iOS app cost estimator · How we work · iOS MVP development for startups