Helping you get more from your Apple devices and data

The company was founded in London, England in 2008 by Aidan Fitzpatrick, after he built the world’s first tool for iOS data recovery. Further innovation followed around encryption, iCloud and recovery.

We’re clear about who we are and where we’re based. All customers are automatically sent the CEO’s email address when buying. The company is privately held with no external investors, and the team hold equity and options in the company. We have an ongoing multi-million dollar research & development programme.

Every author on the site (see their biographies) is a technical expert with tenure or exceptional achievement. We don’t publish content under pseudonyms; we’re not in the business of recycling news for clicks.

We review our content and guides annually — and often more frequently than that — and a professional editor reviews, proofs, and fact-checks them.

We back our products with a consumer refund promise so we don’t gain from users buying our products mistakenly. We don’t permit ads, sponsored content or affiliate links on our site. Only a few hand-picked partners are permitted to market our products.

Our terms and conditions are annotated in plain English to make them as clear as possible. We rarely recommend third-party products, but when we do we endeavour to recommend like-minded indie developers, and we don’t benefit from those recommendations.

We don’t reward customers for leaving positive customer reviews; we feel it’s important that reviews are honest and authentic. All testimonials on our site are from genuine users with real stories.

We don’t store, own or resell customer data, and — as a British company — we’re subject to the world’s most stringent data protection regime.

We publish our position on privacy and data in plain English, and operate a responsible disclosure policy to reward and engage with security experts.

Our management and senior staff are security screened according to the UK’s Government baseline personnel security standard.

We aim to make a neutral or net positive impact on the environment by minimising the company's energy footprint and facilitating remote work, choosing partners with strong green initiatives (such as GCP, who power our servers with 100% renewable energy), and supporting environmental charities.

The company funds re-wilding in the Scottish Highlands with a company grove, and separately supports reforestation of Britain in accordance with the Woodland Carbon Code. (Measuring and mitigating impact is complicated, so we strive to learn more and "over-offset" our impact.)