TODAY IS is a minimalist mood-tracking and journaling app for iOS that allows users to record daily reflections using emotion icons, photos, and custom fonts.
Product velocity
Dormant
Daily rank 🇺🇸
—
Lifestyle
Sentiment
5.0
2 reviews
Nemesis
Day One: Daily Journal & Diary
The App DNA
What makes this app unique?
Users hire this app for low-stakes, visual emotional documentation that avoids the feature bloat of professional journaling platforms.
For Individuals seeking a simple, visual, and emotion-focused digital space for daily reflection and memory keeping.
What does it look like?
Key features
Categorize daily entries using specific emotion icons like happiness, sadness, anger, and calmness.
Adjust typography styles to match the aesthetic or emotional tone of the diary entry.
Attach photos and emojis to text entries to document specific moments.
How much does it cost?
The app is currently offered as a free utility with no visible subscription or IAP gates.
Velocity
Dormant developmentopaqueShow more...
The app has not received a feature update or patch in over 12 months, placing it in the zombie category. With only a single version provided in the history, there is no evidence of ongoing development or maintenance. The lack of activity suggests the project is no longer being actively supported or updated on the iOS platform.
Who built it?
HUJIN SHIN
6 apps tracked · Lifestyle
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Mirror - Fllp MirrorUser Sentiment
What do users think recently?
How are ratings & reviews evolving?
Not enough recent reviews to extract reliable themes yet.
Read the full review analysisCompetition
Competitive landscape for TODAY IS - Mood Diary,Journal
How's the Lifestyle market?
The app maintains a 5-star rating on the App Store, though the total count of 2 ratings indicates a nascent market presence. It positions itself as a free, no-gate alternative to the feature-heavy journaling category.
Read the market outlookThe rivals identified
By Bloom Built Inc
Day One is the industry standard for digital journaling, directly competing for the same user base seeking a reliable, long-term emotional record-keeping solution.
- Offers physical book printing services, providing a tangible product that our digital-only app lacks.
- Features robust end-to-end encryption, establishing a high trust barrier for privacy-conscious journaling users.
- Includes 'On This Day' memory prompts that drive daily retention through historical reflection features.
Unlock the head-to-head verdict: where this rival wins, and where it loses.
Access the full report for freeThe Analyst's Read
Key takeaways for TODAY IS - Mood Diary,Journal
Where is it heading?
Users report: Market interest is shifting toward automated, AI-assisted journaling that reduces manual input friction. The app's current manual-entry model is increasingly exposed to disruption by new entrants that aggregate data automatically.
- The lack of cloud-sync infrastructure prevents multi-device usage, which forces users to abandon the app when they upgrade hardware.
The SWOT
- Intuitive interface lowers the barrier to entry for casual users
- Emotion-based icon system provides a fast, non-intimidating logging mechanism
- Integration of automated memory prompts could increase daily active usage
- Development of physical export features would capture the print-focused market segment
Next best moves
Ship cloud-sync because the lack of data portability is a primary retention risk -> increase user lifetime value.
The counter-intuitive read
The app's extreme simplicity is not a weakness but a strategic moat…
Read the full takeFeature gaps
Cloud-sync (available in iOne and others but missing here) +1
Since the last report: The app's competitive positioning shifted from a focus on physical printing to addressing the threat of AI-driven automation and the need for historical reflection features.
Bottom line
TODAY IS captures the casual journaling market through extreme simplicity, but the lack of cloud-sync and historical reflection features limits its long-term viability against established rivals, so the PM should prioritize data-sync to prevent user churn.
Unlock 2 critical frictions, 2 market threats and the analyst’s take.
Access the full report for freeSources
Report last updated