# From cheap tool to premium subscription: When a beloved app’s price skyrockets

- URL: https://talkfuse.com/story/from-cheap-tool-to-premium-subscription-when-a-beloved-apps-price-skyrockets/
- Published: 2026-10-27T15:50:19+00:00
- Updated: 2026-10-27T18:15:13+00:00
- Original publisher: Ars Technica
- Original article: https://arstechnica.com/gadgets/2026/10/from-cheap-tool-to-premium-subscription-when-a-beloved-apps-price-skyrockets/
- Topics: Space, Technology

## Key points

- Evernote’s annual price rose from $70 to $130 after its 2023 acquisition.
- Some users now face annual charges of up to $250.
- Bending Spoons says revenue per active user more than doubled.

## Summary

Bending Spoons has sharply raised Evernote’s prices, prompting long-time users to reconsider whether the note-taking app is worth the cost. Company disclosures suggest the increases are part of a deliberate effort to earn more from a loyal, established customer base, rather than a response to declining new-user numbers.

After acquiring Evernote in 2023, Bending Spoons raised its monthly price from $8 to $15 and its annual price from $70 to $130; some users later faced a change from $130 to $250 a year. The company said the average customer had used Evernote for 7.2 years and that it ran more than 200 experiments on pricing and product changes. It also said revenue per monthly active user was 2.5 times higher in 2025 than in 2022, while usage limits accounted for 51 per cent of subscription conversions in 2025.

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Summarised by TalkFuse (https://talkfuse.com/). Quote the original publisher for the reporting and link this page for the summary and discussion.