Report updated May 22, 2026
Measure
For iPhone and iPad users requiring quick, non-professional spatial measurements for home or personal projects.
Measure is an established utilities app that is completely free. With a 3.1/5 rating from 1.7K reviews, it shows polarized user reception. Users particularly appreciate ad-free and native experience, though lack of persistent storage remains a common concern.
What is Measure?
Measure is a free AR-based spatial dimensioning tool for iPhone and iPad users.
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.
Current Momentum
v1.4 · 5mo ago
Zombie- Last major update December 2025.
- Maintains stable, ad-free utility presence.
Active Nemesis
100cm Ruler
By ZOOMO
Other Rivals
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Recent User MoodAI-powered deep analysis surfacing high-signal insights. Still in beta, accuracy improves daily. For informational purposes only.
What makes this app unique?
What Does It Look Like?
How Is The App's Momentum Right Now?
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What Are The Key Features?
Calculates dimensions of real-world objects and human height using device camera and motion sensors
Identifies and provides dimensions for rectangular objects automatically
Exports measurement data and screenshots via Mail, Messages, and other system-integrated channels
Uses LiDAR and depth sensors on specific Pro models to measure human height from floor to head
How much does it cost?
- Free
The app is a free utility provided by Apple to demonstrate hardware capabilities and support the platform.
Who Built It?
Jatisari Inovasi Studio
Providing essential system utilities and productivity tools for the Apple ecosystem. Streamlining daily workflows through deep OS-level integration.
Portfolio
13
Apps
Who is Jatisari Inovasi Studio?
The publisher operates as a first-party software entity, leveraging deep OS-level integration to maintain a dominant position in the utility and productivity categories. Their primary moat is the seamless interoperability between hardware and software, which creates high switching costs for users embedded in the ecosystem. A critical strategic tension exists between maintaining legacy utility stability and the aggressive push toward new AI-driven features, which has led to recent stability regressions in core apps. Their trajectory is defined by a shift toward proprietary hardware-gated features, effectively locking the user experience to their specific device ecosystem.
Who is Jatisari Inovasi Studio for?
Global Apple hardware users ranging from casual consumers to professional power users.
Portfolio momentum
Released 192 updates across 153 active apps in the last 6 months, demonstrating a high-frequency development cycle.
What other apps does Jatisari Inovasi Studio make?
Apple Sports
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Pixelmator Classic iOS
Final Cut Camera
Bahrain Calendar 2026
What do users think recently?
Medium confidence · Latest 100 of 1.7K total reviews analyzed
How did the latest release land?
What is the recent mood?
Recent user voice shows a mixed sentiment. Users appreciate ad-free and native experience, but report lack of persistent storage and ar instability.
What Users Love
What Frustrates Users
What Users Want
What is the competitive landscape for Measure?
How's The Utilities Market?
Market outlook for this category
Available very soon
The rivals identified
The Nemesis
Head to Head
Measure should prioritize adding a 'Saved Measurements' feature to neutralize the nemesis's primary retention advantage.
What sets Measure apart
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
What's 100cm Ruler's Edge
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
Contenders
AR Ruler Lite
★1.7 (3)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
★3.4 (404)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
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
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
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
QR Code Reader, Scan Barcode
★4.6 (3K)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
New Kids on the Block
Provides real-time storage analysis, giving users immediate feedback on their device health and cleanup needs
iTop AI Cleaner: Clean Photos
★5.0 (1)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
The outtake for Measure
Strengths to defend, gaps to attack
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
What are the next best moves?
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 the Pro-Device LiDAR feature refinement to focus on core utility retention.
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: Pause the UI polish on the sharing menu to allocate capacity to low-light mode development.
A counter-intuitive read
The lack of persistent storage is not a bug but a design choice to keep the app a 'quick-action' utility, yet this strategy inadvertently cedes the professional market to rivals.
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)
Key Takeaways
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.
Where Is It Heading?
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.