Anxious You’ll Miss Another Moment? You’re Not Alone

George Berkowski
Sep 30, 2015 · 4 min read

It was a gorgeous evening in the south of France, we were having dinner in a charming little town in Tourtour. The big moment was edging ever closer — tonight was the night that I was planning to pop The question.

It was simultaneously the scariest and happiest moment of my life. When she said ‘yes’, nothing else mattered. The only thing I really needed to do was tell my parents — who were half a world away in Australia — the good news. I grabbed my phone to immortalize the moment, only to be greeted by this anxiety-inducing message:

Really?! On the most important day of my life?
There’s not enough space to capture
this moment? Ugh.

I had no choice but to dig into my photo roll and start deleting our recently taken memories from the past few days, to make space for this one. There was no other quick way of solving this … Dropbox would take too long, besides I didn’t have a Pro account. Apple’s Photo app can’t free up space on demand (and I don’t pay for iCloud), and I wasn’t about to pull out my laptop and start syncing photos.

What I really needed was something that would — then and there — free up space, and save all my precious photos and videos on my phone. Sadly, there was no such alternative.

Once I finally did free up the space, the moment was somewhat ruined (I have to admit). And all because I ran out of space.

An astounding 1 in 5 US smartphone users run out of space on their smartphone at least once every week.

Intuitively I knew this was a big issue, but I couldn’t put a number on it. My research led me to discover that 34 million people in the United States are forced to delete precious photos, videos and apps just to make more space on their smartphones every week. The issue affects 65 million US smartphone users each month, according to a recent study from IPSOS.

In the UK, 8 million people are forced to delete personal memories and apps to free up more space every month, according to a another study from YouGov. But why? It turns out that 75 percent of all smartphones have 16GB — or less — of storage space.

This space issue also causes anxiety, and not just for me. It turns out that 30 million Americans routinely feel anxious or annoyed when they miss an important photo opportunity and 5 million Brits feel the same way.

That’s when I decided to create IceCream. It’s an app that let’s you Free Up Space on demand, while keeping your photos and videos safe and in one place, so that you’ll never miss another moment.

“30 million Americans and 5 million Brits routinely feel anxious or annoyed when they miss an important photo opportunity.”

The app allows you to Free Up Space with a single click. You can select to free up space for 250, 1000, 2500 or 5000 more photos. It even tells you how many more photos you can take — and then warns you to free up space when you’re running low. What our users love is the fact that not only are their memories rapidly backed up, but they can access, edit and share all their photos from with the app — even after space has been freed up.

We’re very proud that we have already helped Free Up Space for millions more photos — letting Instagram professionals perfect their next selfie angle, proud moms share baby’s first steps and socialites document those once in a lifetime experiences.


We’d love to hear your thoughts and opinions about the app, especially what you think we can improve. We just launched on Product Hunt, so it’s perfect time to let us know!

To download the app just head over to the AppStore and give it a whirl.

To find out more about the IceCream app, or to give us feedback head over to Product Hunt.

Data from the IPSOS and YouGov research is here

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