Why we built Apricot

People have kept to-do lists for centuries - Leonardo da Vinci filled his notebooks with them. Today there are more apps for organising work and life than anyone could try, and we tried a lot of them. Most were either cluttered with features we never used, or cost more than they were worth to us.

Apricot started as our own tool. We built it for our design studio, to keep clients and the team on the same page about what needed doing and when. We still run the studio on it today.

As AI assistants became part of how we work, we didn't want yet another app to keep up with. We wanted to manage our tasks, and keep our research and business notes, all whilst using the AI assistant we already had. That's what Apricot is for. There's still an app, because sometimes it's easier to look than to ask, but most things are one sentence to your assistant.

Every feature is on the free plan. If you only need Apricot for the basics, you can use it with your assistant without paying, and the paid plans are there for when you need more room.

We're a small, independent team in London, with no investors - so the only people we need to keep happy are the ones who use Apricot. We also make sure your data is held securely and privately at all times.

We use it every day ourselves, so we'll keep improving it - from what we need, and from what you tell us.

— Team Apricot