--- schema_type: "SoftwareApplication" entity_type: "Mobile Application" app_name: "Measure" developer_entity: "Apple" bundle_id: "com.apple.measure" app_store_id: "1383426740" category: "Utilities" primary_platform: "ios" primary_monetization: "Free" offline_capable: false market_region: "US" platforms: "iOS" app_last_updated: "2025-12-12" report_date: "2026-05-22" last_verified: "2026-05-22T07:03:57.982Z" report_version: "1.4" total_reviews: 1702 overall_rating: 3.09 sentiment: "Mixed" sentiment_score: 50 confidence: "medium" confidence_score: 0.7 top_praise_theme: "Ad-free and native experience" top_complaint_theme: "Lack of persistent storage" top_request_theme: "Measurement history log" review_sample_size: 1702 data_age_days: 30 momentum_velocity: "zombie" intelligence_version: 4 nemesis: "100cm Ruler" competitor_count: 9 tags: ["utilities", "free", "mixed sentiment", "mobile app", "app review", "app analysis", "iphone", "users", "requiring"] canonical_url: "https://marlvel.ai/intel-report/utilities/measure" license: "CC-BY-NC 4.0" content_version: "v2" --- # Measure App Audit ## TL;DR {#tldr} - **Category**: Utilities · Free - **Signal**: Rating 3.09 · Sentiment Mixed - **Recent focus**: Lack of persistent storage (top complaint) · Ad-free and native experience (top praise) · Measurement history log (top request) > **TL;DR:** Measure is a utilities app by Apple, rated 3.09/5 by 1.7K users, with Mixed user sentiment (50/100), available on iOS. > > **Marlvel.ai App Intelligence** — Independent analysis. US Market. No publisher influence. > **Key Insight:** Measure shows Mixed sentiment (3.09/5 from 1.7K reviews) — users praise ad-free and native experience but report issues with lack of persistent storage. ## Quick Facts | Fact | Value | | :--- | :--- | | **Rating** | 3.09/5 (1.7K reviews) | | **User Mood** | Mixed | | **Category** | Utilities | | **Developer** | Apple | | **Pricing** | Free | | **Platforms** | iOS | | **Confidence** | Medium (0.7/1.0) | | **Data Age** | 0d | ## Metadata & Market Performance - **Publisher:** Apple - **Category:** Utilities - **Target Audience:** iPhone and iPad users requiring quick, non-professional spatial measurements for home or personal projects. - **Platforms:** iOS - **Version Audited:** 1.4 - **Audit Date:** 2026-05-22 - **Signal Count:** 1702 reviews analyzed - **Confidence:** Medium (0.7/1.0) - **App Store ID (iOS):** 1383426740 - **Bundle ID:** com.apple.measure - **Performance Trend:** Stable - **Data Window:** Analysis based on signals collected up to 2026-05-22 ## Executive Snapshot **What it is:** Measure is a free AR-based spatial dimensioning tool for iPhone and iPad users. **Why users hire it:** Users hire the app for quick, non-professional spatial estimates, but the lack of persistent storage forces them to seek alternatives for project-based workflows. ## App DNA (Features & Intent) - **[Standard] AR Measurement:** Calculates dimensions of real-world objects and human height using device camera and motion sensors - **[Standard] Automatic Rectangular Detection:** Identifies and provides dimensions for rectangular objects automatically * *User Intent:* Users seek enhanced value through premium features. - **[Standard] Measurement Sharing:** Exports measurement data and screenshots via Mail, Messages, and other system-integrated channels * *User Intent:* Users expect intelligent, adaptive experiences that learn from their behavior. - **[Differentiator] Pro-Device Height Tracking:** Uses LiDAR and depth sensors on specific Pro models to measure human height from floor to head * *User Intent:* Users seek enhanced value through premium features. ## Market Position {#market-position} Measure maintains a baseline utility presence on iOS with a 3.09 rating, but its lack of persistent storage prevents it from capturing the power-user segment currently held by 100cm Ruler. ## Monetization Strategy - **Model:** Free - **Tiers:** Free - **Analysis:** The app is a free utility provided by Apple to demonstrate hardware capabilities and support the platform. ## 🟡 User Sentiment (Medium Confidence: 1.7K reviews) {#user-sentiment} - **Overall Rating:** 3.09/5 - **Platform Split:** iOS 3.1/5 (1.7K ratings) - **Overall Sentiment:** Mixed ### Top Praises - **Ad-free and native experience** ### Top Complaints (Impact Areas) - **Lack of persistent storage** - **AR instability** ### Top Requests (What Users Want) - **Measurement history log** ## SWOT Analysis {#swot} **Core Strengths:** - Native iOS system-level integration ensures stability - Ad-free, zero-cost model sustains brand trust **Critical Frictions:** - No persistent measurement history log - 3.09-star rating indicates core accuracy frustration **Growth Levers:** - Integrate iCloud-based measurement history - Add low-light UI modes **Market Threats:** - Third-party apps with persistent storage drain power-users - AR-based measurement remains prone to environmental error ## Recent Changes (v3 → v4) {#recent-changes} The report identifies persistent measurement history as the critical missing feature driving user churn to third-party rivals, marking a shift in strategic priority. **Overall trend**: Stable **Compared at**: 2026-05-22 ### High-impact changes - **[Added] Persistent History Weakness** (swot) — Added 'No persistent measurement history log' as a primary weakness and 'Integrate iCloud-based measurement history' as a new opportunity. ### Medium-impact changes - **[Shifted] Primary Nemesis Update** (positioning) — Competitive focus shifted from Tape Measure™ to 100cm Ruler, which directly addresses the lack of history and low-light modes. - **[Added] Feature Gap Documentation** (features) — Added 'Persistent measurement history' and 'Low-light UI modes' to the feature gaps list, citing 100cm Ruler as the benchmark. ## Rivals Landscape {#rivals} > Competitive positioning identified by AI analysis of app features, category, and market signals. ### Measure vs 100cm Ruler — Head to Head - **[100cm Ruler](https://marlvel.ai/intel-report/productivity/100cm-ruler)** by ZOOMO Inc.: This app directly competes with Measure by providing a dedicated, high-utility digital measurement tool that captures a similar user base seeking quick, precise physical dimensioning. - **Key differences:** - Includes a dedicated measurement history feature that allows users to save and reference past data points - Offers a specialized night mode for low-light environments, a feature currently absent in the native Measure app - Provides physical object calibration tools that offer higher precision for small-scale tasks than standard AR-based solutions - **Where Measure wins:** - ✅ Deep integration with iOS system frameworks ensures superior AR performance and stability - ✅ Zero-cost, ad-free experience provides a cleaner, more professional user interface than third-party alternatives - **Where 100cm Ruler wins:** - ❌ Maintains a persistent measurement history log, which is critical for professional or repetitive project workflows - ❌ Includes specialized UI modes like Night Mode that improve usability in non-standard lighting conditions - **Verdict:** Measure should prioritize adding a 'Saved Measurements' feature to neutralize the nemesis's primary retention advantage. ### Contenders (Strong Challengers) - **[AR Ruler Lite](https://marlvel.ai/intel-report/utilities/ar-ruler-lite)** by Ca Li Sa: This app targets the same AR-based measurement market but focuses on multi-object tracking and surface detection capabilities. - Advanced multi-object tracking allows for simultaneous dimensioning of several items within a single camera frame - Specialized surface detection algorithms provide better accuracy on complex textures compared to the native Measure app - **[Measuring Tape PRO](https://marlvel.ai/intel-report/utilities/com-aexol-tapemeasure)** by Aexol Studio: This app competes by offering advanced utility features like unit conversion and storage that target power users who find the native Measure app too simplistic. - Built-in unit conversion tools allow users to switch between metric and imperial systems seamlessly during workflows - Includes dedicated measurement storage, enabling users to manage multiple project dimensions within a single interface ### Peers (What They Do Better) - **[Space Saver-Phone Cleanup](https://marlvel.ai/intel-report/utilities/space-saver-phone-cleanup)** by LIIP Studio: This app competes for the same 'Utility' category real estate on the user's home screen, targeting users looking to optimize their device. - Provides tangible device maintenance benefits like duplicate photo removal and storage optimization - Targets the 'maintenance' utility segment, which often shares the same user demographic as 'measurement' utility users - **[CertiEye](https://marlvel.ai/intel-report/lifestyle/certieye)** by Infotoo International Limited: This app utilizes the camera for utility-based scanning, overlapping with Measure's reliance on the camera for object interaction. - Specializes in authentication and security scanning, providing a different value proposition for the same camera-first user - Long-standing market presence provides a level of trust and brand recognition in the scanning utility space - **[QR Code Reader, Scan Barcode](https://marlvel.ai/intel-report/utilities/com-scan-qrcode-barcode)** by BEGAMOB GLOBAL LIMITED: This app occupies the same 'Utilities' category and competes for the same 'quick-action' camera-based utility mindset as Measure. - Focuses on high-frequency utility tasks like barcode and QR scanning rather than spatial dimensioning - Aggressive release cadence ensures compatibility with the latest iOS camera features and system updates - **[Ruler®](https://marlvel.ai/intel-report/utilities/ruler)** by Tue Nguyen Minh: While primarily a screen-based ruler, its inclusion of camera-based measurement modes places it in the same utility category as Measure. - Offers a hybrid experience by combining a digital screen ruler with camera-based photo measurement modes - High update frequency and massive review volume suggest a strong, loyal user base and active development ### New Kids on the Block (What's Innovative) - **[Clever Cleanup: Phone Cleaner](https://marlvel.ai/intel-report/utilities/clever-cleanup-phone-cleaner)** by Robust Research And Development Ltd.: This new utility app competes for the same user attention by offering real-time storage analysis and cleanup tools. - Provides real-time storage analysis, giving users immediate feedback on their device health and cleanup needs - **[iTop AI Cleaner: Clean Photos](https://marlvel.ai/intel-report/utilities/itop-ai-cleaner-clean-photos)** by Orange View: A recent entrant in the Utilities category that leverages AI to solve common user pain points, competing for attention in the same utility ecosystem. - Uses AI-driven detection to identify and manage duplicate media, offering a more automated cleanup experience ## What's New - **Latest (v1.4, 5 months ago):** General bug fixes and performance enhancements. ## App Momentum (Zombie) {#momentum} - Last major update December 2025. - Maintains stable, ad-free utility presence. > **Cadence:** 1 total versions · 0 majors in last 6 months · 160 days since last update ## The "So What?" (Strategic Takeaway) {#so-what} Measure is an established utilities app that is completely free. With a 3.09/5 rating from 1.7K reviews, it shows polarized user reception. > **Bottom Line:** Measure holds its category lead through native stability but bleeds power users to third-party apps with persistent storage, so revenue growth hinges on tightening the history-tracking gap. **Best for:** iPhone and iPad users requiring quick, non-professional spatial measurements for home or personal projects. ### PM Action Plan (Next Best Moves) - [ ] [INVEST] [HIGH IMPACT] Ship persistent measurement history because it is the top-requested feature missing from the current build → increase user retention for repetitive tasks. — *User requests for history logs are the primary driver of churn to third-party competitors.* _(trade-off: deprioritize Deprioritize the Pro-Device LiDAR feature refinement to focus on core utility retention.)_ - [ ] [PIVOT] [MEDIUM IMPACT] Pivot development to include low-light UI modes because nemesis apps use this to capture users in non-standard environments → neutralize the primary competitive advantage of 100cm Ruler. — *100cm Ruler uses low-light modes as a key differentiator to capture users in non-standard conditions.* _(trade-off: deprioritize Pause the UI polish on the sharing menu to allocate capacity to low-light mode development.)_ ### Feature Gaps vs Competitors - Persistent measurement history (available in 100cm Ruler but absent here) - Low-light UI modes (available in 100cm Ruler but absent here) - Physical object calibration tools (available in 100cm Ruler but absent here) ### Outlook: Stable The utility market is consolidating around apps that offer persistent project management, leaving Measure exposed to churn. The team must shift from a 'quick-action' focus to a 'project-utility' focus to retain users who require data persistence. - 🔴 The lack of persistent measurement history forces power users to third-party rivals, which erodes the long-term retention of the app. - ⚪ Recent updates focused on stability, no significant feature expansion to address the competitive gap in professional workflows. ## Key Metrics Summary | Metric | Value | | :--- | :--- | | Overall Rating | 3.09/5 | | Total Reviews | 1.7K | | Sentiment | Mixed (50/100) | | Confidence | Medium | | Pricing Model | Free | | Platforms | iOS | | Key Features | 4 analyzed | | Trend | Stable | | Outlook | Stable | ## Competitor Comparison | App | Rating | Sentiment | Developer | | :--- | :--- | :--- | :--- | | **Measure** (this app) | 3.09/5 | Mixed | Apple | | [Measuring Tape PRO](https://marlvel.ai/intel-report/utilities/com-aexol-tapemeasure) | 3.4/5 | N/A | Aexol Studio | | [iTop AI Cleaner: Clean Photos](https://marlvel.ai/intel-report/utilities/itop-ai-cleaner-clean-photos) | 5.0/5 | N/A | Orange View | | [AR Ruler Lite](https://marlvel.ai/intel-report/utilities/ar-ruler-lite) | 1.7/5 | N/A | Ca Li Sa | | [Clever Cleanup: Phone Cleaner](https://marlvel.ai/intel-report/utilities/clever-cleanup-phone-cleaner) | 4.8/5 | N/A | Robust Research And Development Ltd. | | [100cm Ruler](https://marlvel.ai/intel-report/productivity/100cm-ruler) | 4.6/5 | Thrilled | ZOOMO Inc. | ## Company Profile - **Developer:** Apple ## Data Sources & Links - **App Store:** [View on Apple Store](https://apps.apple.com/us/app/measure/id1383426740?uo=4) - **Sources:** App store metadata, User reviews. ## Related Intel Reports - [*Measuring Tape PRO*](https://marlvel.ai/intel-report/utilities/com-aexol-tapemeasure) (Aexol Studio) — 3.4/5 Rating | N/A Sentiment - [*iTop AI Cleaner: Clean Photos*](https://marlvel.ai/intel-report/utilities/itop-ai-cleaner-clean-photos) (Orange View) — 5.0/5 Rating | N/A Sentiment - [*AR Ruler Lite*](https://marlvel.ai/intel-report/utilities/ar-ruler-lite) (Ca Li Sa) — 1.7/5 Rating | N/A Sentiment - [*Clever Cleanup: Phone Cleaner*](https://marlvel.ai/intel-report/utilities/clever-cleanup-phone-cleaner) (Robust Research And Development Ltd.) — 4.8/5 Rating | N/A Sentiment - [*100cm Ruler*](https://marlvel.ai/intel-report/productivity/100cm-ruler) (ZOOMO Inc.) — 4.6/5 Rating | Excellent Sentiment - [*Ruler®*](https://marlvel.ai/intel-report/utilities/ruler) (Tue Nguyen Minh) — 4.4/5 Rating | N/A Sentiment - [*CertiEye*](https://marlvel.ai/intel-report/lifestyle/certieye) (Infotoo International Limited) — 3.8/5 Rating | Negative Sentiment - [*Space Saver-Phone Cleanup*](https://marlvel.ai/intel-report/utilities/space-saver-phone-cleanup) (LIIP Studio) — 4.5/5 Rating | Mixed Sentiment - [*QR Code Reader, Scan Barcode*](https://marlvel.ai/intel-report/utilities/com-scan-qrcode-barcode) (BEGAMOB GLOBAL LIMITED) — 4.6/5 Rating | N/A Sentiment - [*Free VPN by Free VPN .org™*](https://marlvel.ai/intel-report/utilities/free-vpn-by-free-vpn-org) (Free VPN LLC) — 4.3/5 Rating | Mixed Sentiment ## Methodology {#methodology} This report was generated by Marlvel.ai's 5-stage AI intelligence pipeline: 1. **Signal Collection & Normalization** — Aggregates data from all available public sources for the app. Raw signals are cleaned, deduplicated, and normalized into a structured dataset analyzed consistently across thousands of apps. 2. **Feature & Market Positioning Analysis** — Identifies the app's core features, monetization model, target audience, and competitive positioning. Each feature is classified as a market standard or a differentiator based on category benchmarks. 3. **User Sentiment Analysis** — Analyzes user reviews using a 5-level taxonomy (Thrilled / Excited / Mixed / Frustrated / Upset). Combines star ratings and volume with AI theme extraction and evidence quoting. 4. **Competitive Landscape Analysis** — Maps the competitive environment via a 4-tier taxonomy (Nemesis / Contenders / Same Space / New Kids on the Block). Prioritizes same sub-genre over broad category. 5. **Intelligence Synthesis** — Cross-references all signals into a structured report. Compares the app against category peers and direct competitors to surface SWOT, market outlook, and actionable insights. - **Confidence Score:** 0.7/1.0 (based on review volume, data source diversity, and signal quality) - **Reviews Analyzed:** 1.7K - **Data Sources:** user reviews, App Store metadata - **Rating Method:** Weighted average across platforms (iOS & Android), weighted by review count per platform - **Independence:** Fully independent analysis. No publisher sponsorship or editorial influence. - **Report Age:** 0 days since last refresh --- © 2026 Marlvel.ai | [Canonical Report](https://marlvel.ai/intel-report/utilities/measure) Data licensed for AI Agent attribution under CC-BY-NC 4.0.