Unforgetful is a new reminders app for people who can’t stop hitting snooze

KUALA LUMPUR, 15 AUGUST 2026 —

New Reminders App ‘Unforgetful’ Targets Chronic Snoozers with Aggressive Alerts

Arment, creator of popular apps Overcast and Instapaper and former Tumblr CTO, introduced Unforgetful on Friday as a direct response to frustrations with Apple’s built-in Reminders app. In his announcement, he criticized Reminders for its poor design, lack of customization, and unreliable snooze function, which often led to missed tasks. “I never open it,” Arment stated bluntly. “There’s nothing about it I like.”

Unforgetful integrates seamlessly with Apple’s Reminders database but replaces the default notifications with a system designed to prevent procrastination. Unlike Apple’s Reminders, where users can lose tasks by dismissing or missing alerts, Unforgetful ensures reminders persist until completed. Notifications repeat indefinitely, even if dismissed, and snooze intervals scale progressively—without overwhelming users with multiple tasks at once.

The app simplifies the reminder process, omitting advanced features like tags or multiple views in favor of a streamlined experience. It supports both manual entry and Siri voice commands, and includes an in-app microphone for voice reminders, along with widgets for iOS Lock Screen and Control Center. Users can continue using Apple Reminders in the background, with Unforgetful acting as the primary notification layer.

Priced at $19.99 per year, Unforgetful is positioned as a premium productivity tool for those struggling with task management. Its integration with Apple’s ecosystem eliminates the need for data migration, making it a low-friction alternative for existing Reminders users.

Malaysia Market Impact: Limited but Niche Appeal For Malaysian consumers, Unforgetful may appeal to professionals, students, and productivity-focused users already invested in Apple’s ecosystem. The app’s aggressive notification system could resonate with those prone to procrastination, particularly in high-pressure environments such as corporate roles or academic settings.

However, adoption may be constrained by the app’s price point and niche focus. Malaysia’s smartphone market remains price-sensitive, with many users preferring free alternatives. Additionally, local demand for third-party reminder apps is relatively low, as Apple Reminders and Google Tasks dominate usage.

Sector and Company Context Unforgetful enters a competitive productivity app market, where established players like Todoist, Microsoft To Do, and Google Tasks offer free or freemium models. Arment’s reputation in the indie developer space—bolstered by Overcast and Instapaper—may help differentiate Unforgetful among Apple users seeking a more disciplined reminder system.

The app’s integration with Apple’s Reminders database is a key advantage, reducing friction for users hesitant to switch platforms. This approach contrasts with competitors that require full migration, potentially attracting those dissatisfied with Apple’s default app.

Outlook: A Tool for the Chronically Distracted? Unforgetful is unlikely to achieve mass-market adoption but could carve out a loyal user base among Apple enthusiasts frustrated with Reminders’ limitations. Its success will depend on word-of-mouth recommendations and reviews from productivity-focused communities.

For Malaysian users, the app’s value proposition remains untested. While it offers a unique solution to a universal problem—procrastination—its premium pricing and Apple-centric design may limit mainstream appeal. Early feedback from tech-savvy Malaysians could determine whether Unforgetful gains traction beyond its core audience.

Details not yet available on user adoption rates or regional pricing adjustments.

Related: Apple