For those eager to tap into their creative side, several iPad applications can assist you in getting underway. Initially, the iPad served merely as a device for streaming content and browsing the web while mobile, but Apple has effectively transformed iPads into robust tools capable of facilitating activities such as generating digital artwork and video editing.

We have put together a compilation of some of the finest iPad applications for creativity available on the App Store. 

Before we dive in, it’s important to point out that while Adobe’s creative applications are frequently primary choices for creativity on the iPad, these are not included in the list as they are already widely recognized. Instead, we are spotlighting relatively lesser-known apps that you should be aware of and experiment with.

Lake

Not every creative application must begin with a blank canvas confronting you. Lake adopts a more leisurely approach, allowing you to digitally color illustrations crafted by independent artists with over 700 colors and a variety of brushes.

Should you wish to unleash your creativity, you can also color and sketch on a blank canvas. Additionally, you may jot down reflections in a coloring journal.

This app is excellent for beginners looking to delve into their creativity or for anyone seeking a peaceful moment to unwind. You don’t need to possess artistic skills to utilize it; there’s no drawback for coloring outside the lines.

Lake provides free access to a limited selection of illustrations. To access the complete library of illustrations and features, a $9.99 monthly subscription fee is required.

Procreate

Procreate stands out as one of the most favored drawing apps for the iPad, and rightly so. This application enables you to create digital paintings, sketches, and illustrations utilizing a wide array of different brushes. Procreate boasts user-friendly features along with built-in gesture controls and a straightforward interface. 

The app permits high-resolution canvases scaling up to 16K by 8K on compatible iPad Pros. It further allows for creating storyboards, GIFs, animatics, and basic animations. Additionally, you can import image formats such as JPG, PNG, and TIFF. Procreate encompasses various features aimed at aiding you throughout the creative journey on your iPad, including QuickShape, StreamLine, Drawing Assist, and ColorDrop — tools designed to manage the technical aspects so you can concentrate on the enjoyable tasks.

After you’ve completed your artwork, you can revive your creative process with the app’s time-lapse “Replay” feature — a surprisingly enjoyable way to observe your artwork evolve — and share a 30-second clip on social media.

Procreate is accessible for a one-time payment of $12.99.

LumaFusion

LumaFusion is an excellent app for video editing if you are ready to move beyond iMovie. The app has numerous intuitive features that make it ideal for aspiring videographers or independent filmmakers working on a budget. 

With LumaFusion, you can create multiple layer edits with 4K ProRes and HDR media. It enables you to apply various effects, select from numerous transitions, and record voice-overs. The app allows the creation of multilayer titles as well as importing fonts and graphics. Furthermore, you can refine audio utilizing Graphic EQ, Parametric EQ, Voice isolation, and more. 

You can create projects in various aspect ratios, including 16:9 landscape, 9:16 portrait, square, widescreen film, anamorphic, and beyond. 

LumaFusion is priced at a one-time payment of $29.99. You can additionally purchase extra features, like multicam editing and the capability to export your project to Final Cut Pro for Mac. 

Canva

Canva provides an intuitive platform that enables anyone to craft visual content, regardless of graphic design experience. You can utilize it to design presentations, infographics, videos, websites, social media posts, and much more using over 250,000 templates.

Canva includes tools for photo editing, personalizing content with logos and images, integrating audio, and trimming and accelerating video. 

The platform also features a suite of AI functionalities designed to simplify the creation process. For example, you can expand an image with “Magic Switch” or transform ideas into visuals with “Magic Media.”

Canva is free but has a $12.99 monthly subscription available for users seeking unlimited access to AI features, premium templates, and additional resources. 

Affinity Designer 2

Affinity Designer 2 is a graphic design tool that integrates vector graphics, pixel-based textures, and retouching features into one platform. It’s well-suited for professional illustrators, web designers, game developers, and other creative individuals. 

The application enables you to produce illustrations, branding materials, logos, icons, UI/UX designs, typography, posters, labels, flyers, stickers, concept art, digital artwork, and more. It supports Apple Pencil’s accuracy, pressure sensitivity, and tilt capabilities.

Affinity Designer 2 offers gesture controls to enhance your workflow and allows personalization of keyboard shortcuts. You can also do things like craft your custom fonts and zoom in over 1,000,000% for utmost precision. 

The app is available for a one-time fee of $18.49. 

Concepts

Concepts provides an excellent environment for idea exploration and design experimentation. You can utilize the app to sketch ideas, take notes and create mind maps, and develop storyboards and designs. 

This app includes Nudge, Slice, and Select tools that enable you to effortlessly modify any element of your sketch without needing to redraw it. The app also includes realistic pens, pencils, and brushes that respond to pressure and tilt. 

Concepts provides access to scaling and measuring tools that calculate real-world dimensions, and features a tool wheel or bar that can be customized to suit your preferences. 

The core features of the app are free. Concepts also offers a $4.99 monthly subscription for those seeking additional features, such as creating custom brushes and access to premium editing tools.

Tayasui Sketches

Tayasui Sketches is a simple-to-use sketching and drawing application. It offers various features, including a realistic watercolor brush, digital acrylic brushes, color blending for ideal shades, gradient and depth tools, and more.

The app supports multitasking, allowing you to open another application and drag layers and documents between the two. There’s also a “Zen Mode” that enables distraction-free creation.

You can upload your images to incorporate them into your art. Tayasui Sketches allows you to organize your artworks into custom folders.

The basic features of Tayasui Sketches are free. A $2.99 monthly subscription unlocks unlimited layers, new brushes and markers, an advanced brush editor, and backup functionality for your drawings, among other features.

Dudel Draw

Dudel Draw sets itself apart from the other apps on this list: It encourages creativity by providing a new shape every day that acts as a foundation for sketching.

These daily shapes range from simple geometric forms to intricate and abstract designs. Furthermore, you can enhance your creativity by utilizing the app’s “flip” and “rotate” options to view the shape from different perspectives.

You can also involve your friends in the creative process through fun competition, comparing your diverse creations each day. Dudel Draw presents a fantastic way to hone your artistic abilities, challenge yourself to innovate daily, and simply express your creativity.

Dudel Draw is free to use.

Sketchbook

Sketchbook is a straightforward app intended for sketching, painting, and drawing. The concept behind the app is to mimic the experience of drawing on paper, as the digital brushes and pens behave similarly to their physical counterparts.

The app features a clean interface that allows you to hide palettes and tools for an easier drawing experience.

You can customize brushes by adjusting size, opacity, flow, and other factors to match your style. There’s a “predictive stroke” functionality that assists in smoothing out your drawing lines.

Sketchbook is available for free, with premium features accessible through a one-time payment of $2.99. These premium features include the ability to import extra brushes and color palettes, modify canvas size after starting, export multiple canvases or complete albums as a PDF, and more.

This article was initially published in December 2024 and is regularly updated with new information.

Regardless of the eventual result for Anthropic from its clash with the Department of Defense, the buzz it has created — combined with the company’s amusing Super Bowl commercials targeting OpenAI and the rising appeal of Claude Code — has made Anthropic more favored by consumers than ever before.

An analysis of billions of anonymized credit card transactions from roughly 28 million U.S. consumers, carried out for TechCrunch by Indagari, a company specializing in consumer transaction analytics, reveals Claude attracting paid subscribers in unprecedented numbers.

However, as is typical with big-data studies, there are important disclaimers. While this data is significant, it does not cover every consumer. Hence, Indagari cannot determine Anthropic’s total existing or new user figures. It also omits Claude’s enterprise segment (which is its primary revenue source) and users on the free tier (those who do not pay Anthropic). Estimates for the overall number of Claude consumer users vary widely (with numbers ranging from 18 million to 30 million), but Anthropic has not shared this information. Nevertheless, a spokesperson informed TechCrunch that Claude paid subscriptions have more than doubled this year.

What stands out is that consumers opened their wallets to Claude in record numbers between January and February. Additionally, previously inactive users returned to Claude in significant numbers in February, as reported by Indagari to TechCrunch.

Indagari indicates that most of the new subscribers belong to its lowest-tier plan, “Pro” users ($20 a month, in contrast to $100 or $200 monthly).

Data up to early March confirms ongoing subscriber growth. (Data is available with a two-week delay.)

To summarize why consumers might have become significantly more aware of Claude since January: Anthropic aired a series of Super Bowl advertisements that poked fun at ChatGPT’s decision to display ads to its users — and assured that Claude would never do likewise. The advertisements were humorous and impactful (and also irked OpenAI CEO Sam Altman).

However, the larger commotion began in late January when several media outlets, including the Wall Street Journal and Axios, started reporting on an escalating conflict between Anthropic and the DoD. The essence of the disagreement was regarding what the military could and couldn’t do with Anthropic’s AI.

Anthropic declined to permit the DoD to utilize its AI models for lethal autonomous tasks (AI with potential to harm people) or extensive monitoring of American citizens. This dispute grew more public, with Anthropic’s CEO Dario Amodei making a strong public declaration on February 26 in light of the DoD’s threats to jeopardize Anthropic’s business by classifying the company as a supply risk. Which the DoD followed through on. Legal actions are now underway, although a federal judge temporarily halted the department’s classification this week.

New user growth surged sharply during this time. The increase is particularly notable between the late January media reports and Amodei’s declaration on February 26.

Aside from the excitement, Claude Code and Claude Cowork — developer and productivity tools unveiled in January — have been key factors driving subscriptions. The Computer Use feature, released this week, has also triggered an uptick, according to Anthropic’s communication with TechCrunch. This feature allows Claude to operate a computer autonomously — handling clicks, scrolling, and taking independent actions. It is integrated with Dispatch, which enables users to assign tasks through their phones. These functionalities are not accessible to free-tier users.

Nonetheless, despite Anthropic’s success among U.S. consumers willing to invest in AI, Claude still trails significantly behind ChatGPT.

While OpenAI’s uninstalls surged immediately following its agreement with the DoD — a move that contrasted with Anthropic’s focus on safety — Indagari’s data indicates that OpenAI continues to draw in new paid subscribers quickly and remains the largest consumer AI platform overall.

The relentless appetite for power in AI has prompted technology firms to seek new energy options — a quest that has sparked rivalry and funding in both fusion and fission ventures.

For many, natural gas presents the simplest solution for continuous, baseload power. It’s proven, affordable, and readily accessible. However, the conflict in the Middle East highlighted its precarious supply chain after Iranian drone attacks damaged a significant amount of natural gas infrastructure in Qatar, a key exporter. Concurrently, a spike in demand has created an extensive waitlist for gas turbines, indicating that current orders likely won’t be fulfilled until the early 2030s.

These delays not only threaten tech companies but also the natural gas sector itself. 

In the United States, 40% of the natural gas used currently is for electricity generation. By the time the turbine shortage resolves, the industry may be inundated with a new wave of competitors. Both small modular nuclear reactor (SMR) startups and fusion energy companies are set to begin connecting their initial commercial power facilities to the grid within the next five to seven years, roughly the same time needed to procure parts for a new natural gas power plant.

Nuclear challenge

SMR startups might have the best chance of overtaking natural gas power facilities. In many cases, the technology adjusts the designs of current fission reactors, but the basic physics has been validated and extensively utilized for decades.

Several SMR firms are seeking to have reactors operational before the decade concludes. Kairos Power, which lists Google as a potential customer, is among them. The firm has received green light for its Hermes 2 demonstration reactor in 2024, and construction is progressing well. Oklo, which merged with Sam Altman’s SPAC in 2024, aims for 2028 for its first commercial operations, as stated in its annual report.

Others aspire to follow suit a few years later. X-energy, an investor-backed firm from Amazon, is targeting the early 2030s, while TerraPower, founded by Bill Gates and with a partnership with Meta, is planning to launch commercial operations in 2030.

To surpass natural gas as the preferred generating source, SMRs must rapidly scale, realizing the economies of scale their business models rely upon. This will prove challenging. However, tech firms seem sufficiently assured as they invest in startups or formalize agreements with them for substantial power quantities. 

Fusion’s schedule

Another technology gaining traction among companies is fusion power. While not as established as fission, nuclear fusion holds the promise of generating vast amounts of energy with little more than seawater as fuel. 

Fusion startups also have their sights set on the early 2030s — or possibly sooner — to roll out their initial reactors.

One leading candidate, Commonwealth Fusion Systems, is poised to activate its demonstration reactor next year. Its inaugural commercial reactor, the 400-megawatt Arc, is anticipated to begin power generation in Virginia in the early 2030s.

Another newcomer, Inertia Enterprises, aims to start building a grid-scale power plant in 2030, basing its technology on the reactor design utilized by the National Ignition Facility, which was the first to validate that controlled nuclear fusion reactions could generate more energy than they consume.

However, Helion may possess the most ambitious timeline among all. Backed by Sam Altman, the startup is racing to construct Orion, its first commercial-scale power facility, by 2028 to provide Microsoft with electricity. Additionally, reports suggest the company is in discussions with OpenAI to deliver up to 5 gigawatts by 2030 and 50 gigawatts by 2035. To achieve these goals, Helion will need to build 800 reactors by the decade’s end and another 7,200 in the subsequent five years. 

If successful in delivering energy at those volumes, it could significantly alter the energy landscape. Last year, the U.S. added 63 gigawatts of new generating capacity across all sources. If Helion manages to construct nearly 10 gigawatts of new capacity annually, it would contribute more power than the entire natural gas sector achieved last year.

The cost dilemma

The primary hurdle for these companies — including gas turbine manufacturers — is cost. 

SMR startups are banking on mass production to lower costs, but this assumption remains unverified. Currently, nuclear power stands as one of the costliest forms of new generating capacity at approximately $170 per megawatt-hour, as per Lazard. Fusion faces a similar scaling challenge, albeit with even more uncertainties. Some experts estimate that one megawatt-hour from a fusion facility could initially cost around $150. 

In contrast, new baseload natural gas power plants operate at about $107 per megawatt-hour, according to Lazard, although prices have been climbing in recent years, potentially creating friction with both new fission and fusion reactors.

Nonetheless, they might all be underpriced by renewable energy paired with battery systems. 

The expenses for wind and solar energy have plummeted dramatically over the last ten years. Wind energy seems to have hit a bit of a standstill recently, but solar prices continue to decrease, showing no signs of halting. Batteries have also become more affordable over the years, reaching the point where grids are integrating substantial amounts of them — 58 gigawatt-hours last year. Even without subsidies, solar combined with batteries ranges from $50 to $130 per megawatt-hour, intersecting with fusion, fission, and natural gas. 

These figures are based on current battery technologies derived from chemistries developed for electric vehicles. Newer designs targeting grid connections could further drive down prices. For instance, Form Energy recently entered into an agreement to provide Google with power from a 30 gigawatt-hour iron-air battery. Another firm, XL Batteries, repurposes old oil tanks to store its low-cost organic fluid — the size of the battery is only confined by the dimensions and quantity of the tanks.

Because these innovative batteries avoid using critical minerals like lithium, cobalt, or nickel, they are expected to significantly lessen the expenses of long-duration energy storage to a point where justifying alternatives becomes challenging.

From cranking up tunes on a boombox to witnessing a photo develop right in your hands, a multitude of individuals are revisiting the quirky allure of vintage gadgets that smartphones and laptops simply cannot mimic.

Technology firms are diving deep, merging nostalgic aesthetics with contemporary features. Here are some of the most remarkable retro-themed devices available today.

Digital typewriters

In an age filled with constant notifications, browser tabs, doomscrolling, and various distractions, smart typewriters are finding a place for a more concentrated writing atmosphere. These gadgets bring it back to the basics: just you, a keyboard, and your thoughts. 

• Freewrite ($699): The Freewrite boasts a design influenced by traditional typewriters, offering a simplistic writing experience. It features a compact display and satisfying keys for typing. Meanwhile, if edits are required, your drafts are synced to the cloud and can be exported to any type of software.
• Pomera ($549): Taking a more contemporary slant than Freewrite’s model, Pomera resembles a small laptop and comes with useful features such as spell check, document management, and word counts. With multiple transfer methods and a battery life lasting up to 20 hours, it balances ease of use with functionality.

Boomboxes, cassette tapes, & record players

The boombox is making a comeback as both a stylistic choice and a functional audio device. Modern iterations combine large buttons, cassette players, and sizable speakers with contemporary enhancements like Bluetooth compatibility and rechargeable batteries. Cassette players are also returning, upgraded, and record players continue to enjoy popularity.

• We Are Rewind ($579): A modern reinterpretation of the classic boombox, the GB-001 includes all the features you want, but enhanced. It retains essential elements such as woofers, tweeters, and a cassette player with recording capabilities, while adding Bluetooth and a rechargeable battery. With speakers kicking out 104W, it’s designed for both nostalgia and superior sound quality.
• Bumpboxx: Now crowdfunding on Kickstarter, the BB-777 is a portable boombox that showcases a striking ’80s design while packing an extensive array of features. This includes a robust 3-way speaker system, dual cassette decks capable of recording and high-speed dubbing, a built-in CD player, USB recording, and more. It also caters to multi-band radio, covering AM and FM.
• Retrospekt ($99): A straightforward interpretation of the classic Walkman, this portable cassette device includes all the vital functions: play, rewind, fast-forward, and record. It operates on both batteries and USB-C, providing a simple yet contemporary revival.
• Kickback World ($500): This DEKO record player began shipments in January 2025 and has gained popularity not just as an upgrade from older models, but also for its aesthetic allure, featuring an orange acrylic, “Swedish modernism” design in contrast to the typical suitcase-style record players commonly seen.

Instant Cameras

There’s a distinctly rewarding feeling that comes from grasping a tangible photo moments after taking it. That thrill and anticipation, coupled with the charming imperfections of film, imbue each shot with more significance than a hasty snap on your smartphone.

• Polaroid ($199): While Polaroid has consistently held its ground in popularity, it continuously introduces innovations. The latest is the Polaroid Flip, which debuted last year, featuring a vintage-inspired instant camera equipped with modern features such as autofocus and app integration for remote operation.
• Fujifilm ($234): For those wanting a hybrid camera that enables both digital shooting and photo printing, the Fujifilm Instax Mini Evo is an excellent choice. It combines instant film with the flexibility of digital storage and sharing. Recently, the device received an enhancement with USB Type-C. In January, Fujifilm introduced a new variation, the Instax Mini Evo Cinema, a three-in-one hybrid camera that can print images directly from your smartphone.
• Kodak ($35): A classic single-use disposable camera is always a reliable option. Straightforward, dependable, and still capable of producing quality pictures without the need for photography expertise. Last year, Kodak unveiled a tiny keychain digital camera called the “Charmera.” A twist on its iconic “Fling” model, this miniature gadget can store and transfer photos and videos using a USB-C connection.

Phones

Home phones are quietly making a return, particularly among individuals looking to escape from excessive screen time. They’re also becoming favored as decorative items, frequently featured as statement pieces in interior design.

• Tin Can ($100): Do you remember the times when you would rush home from school to use the landline to chat with friends for hours? That nostalgia inspired Tin Can. Crafted for children, it mimics a landline phone yet doesn’t require a phone jack, just Wi-Fi. Only authorized contacts can reach it, and parents can easily manage connections through a companion application. Pre-orders are now available. A free plan allows calling other Tin Can users, with a $9.99/month option for calling all approved contacts.
• Clicks ($499): Unveiled at CES 2026, Clicks Technology introduced its smartphone reminiscent of a BlackBerry, which dominated the mobile scene in the 2000s and is experiencing a resurgence among younger generations. While Clicks’ phone grants access to text messaging and productivity applications like Gmail and Slack, it does not support mobile gaming or social media, presenting an enticing alternative for those longing for a return to simpler times.

For years, investors have been drawn to Y Combinator’s Demo Days to discover promising startups developing innovative technology. The accelerator has been responsible for some of the largest tech firms globally, including Airbnb, Reddit, Dropbox, Zapier, and Stripe.

This is why we prioritize observing the event to identify the most intriguing companies from each cohort. As I’ve done nearly every quarter since the accelerator switched to four batches a year, I consulted nearly a dozen investors to find out which startups were the most sought after at Y Combinator’s Winter 2026 Demo Day earlier this week.

To guarantee our list featured genuinely desirable standouts, a company had to be recognized as a ‘favorite’ by at least two distinct venture capital investors to qualify.

Regarding valuations, I’m hearing that at least a couple of startups have secured funding at a $100 million valuation, notably with those startups already generating run-rate revenues of $1 million or more. Even for the less prominent startups not included here, the “default” valuation this quarter appears to be about $30 million, which investors indicated is approximately double the current seed market average.

Without further hesitation, here’s the list:

Beyond Reach Labs

What it’s creating: Deployable solar arrays for satellites.

Why it’s a favorite: The startup claims to have engineered solar arrays that begin at the dimension of a dining table upon launch but expand to the size of a football field once they reach orbit. The founders assert their system can enhance available power ten-fold while reducing costs by 88%. Beyond Reach has already scheduled a flight for 2027 and asserts it has obtained $325 million in letters of intent from leading space agencies.

Byteport

What it’s creating: An incredibly fast file transfer protocol.

Why it’s a favorite: According to Byteport’s founder Jayram Palamadai, current file transfer protocols such as TCP are too slow for the AI era. Thus, he developed DART, which stands for Dynamic Accelerated Record Transfer, capable of transferring large files at an average speed of 10 times faster than TCP, and even as much as 1,500 times quicker on “reliable connections.”

Hex Security

What it’s creating: Continuous AI-powered security testing instruments.

Why it’s a favorite: To combat hackers leveraging AI for relentless cyberattacks, Hex is developing AI agents that can function as penetration testers, perpetually searching for vulnerabilities and security gaps in corporate infrastructures. By automating tasks that were previously manual and infrequent, Hex contends it can thwart attacks at a significantly lower cost. The startup claims to have surpassed run-rate revenue of over $1 million in merely eight weeks, which could explain why VC investors, as someone mentioned to me, “were vying” to fund the company.

Grazemate

What it’s creating: Autonomous drones for managing and monitoring cattle.

 Why it’s a favorite: Herding cattle on large ranches is an expensive and perilous task, typically requiring helicopters and motorbikes. GrazeMate’s founder, who grew up on a 6,000-head cattle ranch in Australia, envisioned a solution to simplify life for ranchers, prompting him to leave college where he was studying robotics.

GrazeMate’s drones can autonomously direct cattle to various parts of a ranch, assess animal weights, grass availability and growth, and can adhere to predetermined route plans.

GRU Space

What it’s creating: Permanent lunar infrastructure, beginning with a hotel on the Moon.

Why it’s a favorite: “Humanity will pioneer interplanetary existence. It’s not a question of if, but when, and that time is now,” asserts GRU Space founder Skyler Chan, a recent Berkeley graduate who previously developed software at Tesla and worked on NASA-sponsored space technology.

Chan contends his startup has devised a “moon factory” capable of converting lunar soil into structural bricks, which he aims to utilize for constructing a luxury hotel on the moon as a “catalyst” for broader lunar infrastructure. GRU’s lofty ambitions, including the goal to launch the first lunar hotel by 2032, have positioned it as one of the most discussed startups of this YC batch. The company has already garnered $500 million in letters of intent, an invitation to the White House, and even a reservation from the Trump family.

Luel

What it’s creating: A marketplace for human-sourced data to train multimodal AI.

Why it’s a favorite: Founded by two UC Berkeley dropouts, Luel is developing a data marketplace that links AI model creators with contributors who can supply “daily-life” activities, such as ironing or doctor-patient dialogues, to furnish audio, video, and image data. The company claims it is generating an ARR of nearly $2 million within just six weeks, driven by high demand from robotics and voice AI laboratories.

Pax Historia

What it’s creating: An alternative-history strategy game powered by AI.

Why it’s a favorite: Pax Historia enables users to alter history in ways conventional strategy games cannot. Utilizing generative AI, the game reacts to infinite, multifaceted geopolitical scenarios, from “What if Rome never fell?” to “What if the USA annexed Greenland?” The founders assert the game currently draws 35,000 daily users who have engaged in nearly 20 million rounds.

Stilta

What it’s creating: Agentic AI catering to intellectual property and patent attorneys.

Why it’s a favorite: Stilta’s founders claim that patent litigation can incur costs of up to $4 million per case, primarily due to manual document review expenses. The startup states its AI agent is capable of searching and scrutinizing patents across databases and scientific research, saving both time and legal costs.

The company’s agents are already being utilized by IP attorneys at pharmaceutical powerhouse Roche. For investors, another enticing aspect is that the founders originate from Sweden — recent Swedish successes like Lovable and Legora have fostered something of a “halo effect” surrounding companies from the region, as one VC investor observed.

For nearly ten years, Whoop positioned itself as an essential asset for elite athletes. In its inaugural year, LeBron James was persuaded to wear the company’s fitness band. Michael Phelps followed suit shortly thereafter. Other notable Whoop users include Cristiano Ronaldo, Patrick Mahomes, and Rory McIlroy. The underlying message to the audience? The top performers in the world monitor their physical condition using this device, and you can too.

The strategy has proven effective. Whoop, the Boston-based health tech firm founded by Will Ahmed during his final year at Harvard, now operates in over 200 nations. According to Ahmed, the company saw revenue growth exceeding 100% last year and achieved a cash-flow positive status. The device—a band that can be worn on the wrist, bicep, or torso—tracks sleep, recovery, heart rate variability, and a growing array of biomarkers. The subscription service, which includes both hardware and software for an annual fee of $200 to $360—covering the cost of the device itself with no additional purchase necessary—has shown incredible retention: 83% of active users access the app daily, a figure Ahmed claims is second only to WhatsApp.

The forthcoming chapter presents a tougher challenge.

Ahmed, 36, aspires for Whoop to transition from merely a performance tool to a life-saving device—a constant health monitor that not only aids in recovery from strenuous exercise but someday can warn you of an impending heart attack and the need for urgent medical attention.

The company has already introduced medically approved features, such as ECG monitoring and atrial fibrillation identification—a function that detects irregular heartbeats that could lead to a stroke—and what it refers to as blood pressure “insights,” which Ahmed claims makes Whoop the first wearable to provide this capability.

The FDA contested the latter feature with a warning letter last summer, asserting that it should be classified as a medical diagnosis rather than a wellness tool; Whoop countered that the FDA was “overreaching its jurisdiction” and continued its development.

Currently, a partnership with Quest Diagnostics—a blood testing service with over 2,000 locations in the U.S.—allows users to take a blood test and upload their biomarkers directly into the app for a clinician to analyze alongside their Whoop data. A function known as Health Span assesses your biological age. Ahmed states it has become the most favored feature since its introduction in May of last year.

The device does not feature a screen, notifications, or a step counter. This was a calculated choice from the outset. “With a screen, you become a watch,” he explains to TechCrunch via a Zoom call. “And once you’re a watch, you’re up against numerous other watches, as most people won’t wear two watches.”

Whoop can be worn alongside any watch you already possess, he suggests, and can be entirely concealed within a bicep sleeve, a sports bra, or a pair of shorts, blending seamlessly with your attire. While it’s safe to assume that most of Whoop’s customers wear the band as a stylish accessory, when asked directly, Ahmed mentions that the company’s apparel line, launched in 2021, saw a 70% growth last year.

However, Whoop is not the only company seeking to broaden its appeal. Oura, the Finnish maker of the smart ring, now Whoop’s closest competitor, has cultivated a substantial and loyal customer base—primarily among highachieving professionals who approach their health with the same dedication they apply to their careers.

Oura’s business model differs. Users purchase the ring outright for about $350, then pay approximately $70 annually to utilize the platform. During a conversation with Oura’s chief product officer, Dorothy Kilroy, last fall, she noted that 12-month retention rates were reaching the high 80s, an impressive figure for wearables, which often find themselves abandoned in drawers.

Both companies now claim that women represent their fastest-growing demographic, and last fall they independently announced blood-testing collaborations on the same day—a coincidence neither was keen to elaborate on.

Whoop’s statistics still reflect its origins. Although Ahmed is cautious about revealing specifics, he mentions that Whoop tends to have a higher proportion of male users compared to females. He also indicates that the business has now nearly equal representation between the U.S. and global markets—a shift from just a few years prior. Whoop officially ships to 60 countries.

What distinguishes Whoop, at least in its narrative, is that its most recognized users didn’t require persuading. Earlier this year, the Australian Open instructed players, including Carlos Alcaraz, to remove their Whoop bands during the tournament, even though the device had been sanctioned by the International Tennis Federation. The players resisted. While Whoop has brand ambassadors—such as Aryna Sabalenka—others, like Alcaraz and Jannik Sinner, who wear Whoops underneath their wristbands, preferred not to remove them.

“It triggered significant media outrage,” Ahmed notes with a hint of satisfaction regarding the ensuing coverage, “and highlighted that all these exceptionally talented athletes are organically wearing Whoop due to the value it offers.”

Ahmed is diligent in maintaining this. The company enforces a longstanding policy against granting athletes equity in exchange for wearing the band. His rationale? If they appreciate the product, they will wear it regardless. Established partnerships with brands like Ferrari, the PGA Tour, and UCI mountain biking serve a different purpose; they focus on showcasing the brand to broader audiences with similar interests.

Oura, for its part, is undertaking similar calculations. Founded a year after Whoop, reports suggest Oura is contemplating an IPO. Should Oura go public first, it will establish the financial standards—revenue multiples, growth rates, retention statistics—against which Whoop will be evaluated. Whoop currently employs around 750 individuals and is actively hiring an additional 600.

Ahmed remains tight-lipped on the topic. “If we concentrate on creating excellent technology and expanding our business,” he states, “we’ll be satisfied with Whoop when we become a public company, regardless of who goes public first.”

He communicates throughout the discourse as someone who has reflected thoroughly on what they should and shouldn’t convey. Ahmed captained the Harvard squash team and considers Ali Farag, who achieved the world number one ranking, among his former teammates—though he quickly clarifies that being close to excellence should not be confused with being excellent oneself.

“Based on my connection with him, you likely have a mistaken impression of my squash skills,” he jokes.

He began developing what would evolve into Whoop in 2011, poring over numerous medical studies while pursuing economics and government, attempting to address a challenge he had faced firsthand: overtraining without a reliable means to measure its impact on his body.

Whoop has not only been Ahmed’s first company. It’s been his sole full-time commitment. When I inquire whether he would advise another founder in a similar situation as he was in 2012, it’s the question he addresses most openly.

Starting a business is, for the right individual with the right intentions, “undeniably the most remarkable endeavor one can undertake in their career.” However, he adds, “it is a very challenging journey to be an entrepreneur and to attempt to build something from the ground up, requiring a relatively high tolerance for pain, often overlooked amidst the allure of fundraising announcements and achievements.” You need to be, he emphasizes, “more fixated on the problem you’re addressing than on the notion of being a founder.”

He appears to have no hesitation about which side of that divide he occupies.