“in september we got massive marketing from the using air key three i think apis so i think our early days was marketing through using the latest tech software and hardware from from apple”

Apple Markets Through Developers — Use Latest Tech APIs to Earn Free Distribution

PhotoRoom's launch strategy was to be the best example of Apple's latest technology — first ARKit, then Metal, then Core ML. Apple's marketing machine runs on developer showcase stories, so integrating cutting-edge APIs (and doing it well) is a legitimate channel to earn editorial placement, featured slots, and App Store partnership. It cost nothing but engineering time.