Anova to start charging for currently free companion app for cookers
posted Sunday Aug 18, 2024 by Scott Ertz
In a rising trend among tech companies, connected cooking device company Anova has announced that new user accounts created starting August 21, 2024, will be charged a $2 per month fee. This is a change from the current policy, which includes the application as part of the device's purchase price. Users who already have an account before that date will not be required to pay the fee as a "thank you" for helping the company get started.
Who is Anova?
Anova Culinary, officially known as Anova Applied Electronics, Inc., has been making waves in the culinary world since its inception in 2013. Headquartered in San Francisco, the company has become synonymous with smart kitchen appliances, particularly its sous-vide cookers. These devices have transformed home cooking by offering precise temperature control, enabling home chefs to achieve consistent, restaurant-quality results. Anova's product lineup also includes combination ovens and vacuum sealers, catering to the modern cook's diverse needs.
Anova's mission is to democratize professional cooking techniques, making them accessible and affordable for everyone. The company's devices are designed with user-friendliness in mind, often featuring smartphone connectivity for remote control. With a community of over 100 million cooks and the enthusiastic #AnovaFoodNerds, Anova has turned everyday cooking into a delightful and meaningful experience. The company continues to innovate, inspiring food enthusiasts to create and share memorable meals with their loved ones.
Why start charging for the app after a decade?
According to the company, the biggest reason for the change after a decade of the app being free is the cost of operating a connected platform. In the announcement blog post, Co-Founder and CEO Stephen Svajian, said,
As our community has grown, so have the demands on our resources. Our community has literally cooked 100s of millions of times with our app. Unfortunately, each connected cook costs us money. So, to continue delivering the exceptional service and innovative recipes you've come to expect, we're introducing a small subscription fee for our app. The new Anova Sous Vide Subscription will allow us to maintain and enhance the app, ensuring it remains a valuable resource for all of our users.
The reasoning is fairly sound - the cost of operating a mobile platform can become expensive. This is especially true if the software is poorly optimized. If a platform of this scope and scale is costing the company so much money that it now feels the need to charge its customers $2 per month to offset those costs, then the company absolutely needs to reconsider its software architecture.
This change follows another announcement from the company that he app will no longer support Bluetooth control starting in September 2025. This means that the devices would be required to be connected to the internet in order to control it, receive notifications, and check status.
Customers are not happy with this move
There are nearly 200 comments on the announcement (the count increases as I write this), and no one is praising the decision. In fact, many people have said that, if this subscription goes into effect, they will change their position on the company and its products. This is a problem for a company like this, as word of mouth is how they get many of their new customers.
Many people mentioned in the comments that they have recommended Anova products to their friends and family. Some have purchased the devices as gifts. I personally own an Anova device, and it was given to me as a gift from another Anova owner - just like the people in the comments.
