“Maybe not the answer everyone's going to want to hear here: I tend to think most apps will hit that ceiling and it's actually very hard to break through it. The way we thought about it is more of accepting that as a constraint for the mobile business and then how do you architect around it.”

Most apps will hit a $10-30M revenue ceiling — plan around it rather than hoping to be the exception

Falzon explains the mechanics behind the ceiling: organic App Store search is a finite pool you eventually max out; paid UA hits a ceiling when your CAC approaches your LTV cap. Most mobile LTVs sit under $100, which limits how much you can profitably spend on any channel. The constraint is structural, not a failure of execution. Falzon's advice: accept it as a given and either build a portfolio of several $30M apps, or find an organic breakout channel that the ceiling math does not apply to.