My app Swipe Soup went from $350 MRR to about $140 in just a few months — roughly a 60% drop — and honestly, I did this to myself. In this video I break down what happened after I took my foot off the gas: I stopped posting on TikTok/Instagram because it was exhausting and the revenue didn’t justify it, and soon after my App Store rankings collapsed. I used to be top 10 for my main keyword (“photo cleaner”), and then I ended up around position 200… which is basically invisible. Downloads followed the same pattern (around 300/month down to ~130), and revenue slid right with it. The interesting part is that even while being hands-off (no updates), the app still makes enough to cover my Apple developer license and leave some extra. That tells me the product has real value — the core issue is visibility. I also share what happened after launching on Android: I’m seeing ~$100/month, but with basically zero real customers (free trials ended in billing errors, and most users don’t even try the trial). My plan is to shift ASO on iOS to a keyword where I can realistically climb (I switched to “camera cleaner,” where I was already #11), and on Android I’ll run aggressive pricing experiments to validate whether price is the blocker. The big takeaway: ASO isn’t a one-time thing, and external marketing can still matter even when it doesn’t directly drive tons of traffic.