simple

Minimalism isn’t a purge. It’s a rhythm.

Most decluttering ends the same way: you pick something up, feel the pull of the memory attached to it, and put it back on the shelf. simple separates the two. Photograph a thing once — the background lifts away into a clean cutout, and the app names and files it for you in about a second. The picture and the story stay with you permanently. Only the object leaves.

There is research behind it. In two university donation drives, students prompted to photograph their belongings first gave away 15–35% more of them (Winterich, Reczek & Irwin, Journal of Marketing, 2017).

What it does

Point the camera. The background lifts away on its own. Each thing is named, categorized and made searchable, and text on labels and spines is read so brands and titles get picked up. All of it runs on your iPhone.

Everything in one calm place. A shelf of cutouts you can actually browse, searchable by name, brand, color, category or keyword.

Say goodbye properly. Choose where it goes, leave one last line, and watch it float away. Not ready is an answer too — simple won’t ask again for three months.

Nothing is lost. Everything you release keeps its photo and its story on the Memory Shelf, and the ones that mattered come back on their anniversary. A dead charger never resurfaces. Your grandmother’s chair does.

A few minutes a week. A weekly release goal, a streak that survives a missed week, and the 30-Day Minimalism Game with mercy rules.

Private by default

No account. No login. No server holding your things. Your photos and stories live on your iPhone and sync through your own private iCloud if you want them on more than one device — unreadable from here either way.

The one exception is AI naming for Simple Plus members, which sends a small copy of an item photo to be identified and keeps nothing. The Privacy Policy spells out exactly what that involves.

Simple Plus

The free shelf covers your first 50 things and every core feature above. Plus adds an unlimited shelf, automatic AI naming with a rough resale range, the weekly-intention widget, and share cards without a watermark — monthly, annually, or once for life.