Steve is an author, speaker, and host of the #1 app marketing YouTube channel. He has interviewed the biggest names in the app business including the co-founder of Shazam, Crossy Road, Mafia Wars, Color Switch, and more.

He is also the founder of App Masters, the app marketing agency that helps grow apps faster, better, and cheaper.

From top-charting apps to the world’s biggest brands to small indie app startups, App Masters has worked with over 3,000 apps including Red Bull, McAfee, Nextdoor, SpotHero, and Vivid Seats to name a few.

In your own words, what’s your role in the app business right now?

To be the encyclopedia of the app business. We learn from our guests on the podcast, we learn from our strategies with clients, and we test new strategies on our own apps.

How did you end up working in apps? / get started?

I taught myself how to code in 2011. Started making $500-$1,000 with apps as a side hustle. In 2013, I decided to start a podcast so I could learn from my heroes in the app space to turn this side hustle into a real business.

I built an audience that then started coming to me for marketing help. My background was in online digital marketing, so I wasn’t confident in my app marketing skills yet. However, there was enough of a demand that 6 months after starting the podcast I left my startup job to do this full-time at the beginning of 2014.

What are you most excited about in apps right now? (tech, trends, people, verticals)

Subscription apps and AI.

What other companies in the app space do you rate/ inspire you and why?

Honestly, all the guests I’ve had on. They inspire me and I’ve become friends with a lot of them.

What do you like most about working in apps?

That it’s always changing.

What one thing would you change about the app industry / market?

I think too many experts give advice based on their opinions without data.

Whenever I give out advice I try to tell anyone listening that it’s just my opinion so ask others, but when I have data to back up my opinion then I show them the data.

Where do you think there’s an opportunity for apps / or unmet needs?

Niche apps.

If you weren’t working in apps what would you be doing?

Hosting a game show.

iOS or Android?


What app(s) have been most useful to you over the last year?

Zero Intermittent Fasting, ChatGPT.

What’s on your Spotify / Music party playlist?

Boy Bands and R&B.

Is there anything else we should know about you?

I was born in Myanmar (Burma) and came to the US (Bay Area) when I was six years old. Our first house had 4 bedrooms and 4 families. Each family had their own bedroom. We definitely came from humble beginnings, but I loved EVERYTHING from my childhood and I don’t take anything I have for granted.

I’m fueled by gratitude and driven by fear of regret. Lastly, I married my high school sweetheart. We’ve been together since we were 15, so I’ve been with this same woman for over 60% of my life. To say she’s the love of my life is an understatement.

Shout out to my kids Noah and Sammie.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.