The Swipewipe story
One messy camera roll.
Millions of fresh starts.
It started with a simple idea: sorting your photos should feel as good as taking them. From a side project in 2022 to 25M+ downloads, this is Swipewipe.
Explore our story- Downloads worldwide
- 25M+
- Average rating
- 4.7 / 5
- Ratings worldwide
- 167K+
A small idea, a familiar problem
More memories.
Less to sort through.
A camera roll full of photos. A cleanup you keep putting off. Designer Adam O’Kane knew the feeling — and wanted a simpler way to get started.
His idea: turn each month into a small to-do list. One photo at a time, swipe right to keep and left to mark for deletion. A little progress you can actually see.
See how it worksSince 2022
A simple swipe.
A growing story.
From the first release to a worldwide audience, a few moments that made Swipewipe.
March 2022
The first swipe
Adam O’Kane releases Swipewipe on the App Store through his studio, Afternoon Products, after building the app with developer Tuan Nguyen Anh.
October 2022
A partner to help it grow
MWM becomes Swipewipe’s publisher, working with its creator on the product and its growth. Their first release together arrives on October 24.
July 2023
100,000 downloads
By July, Swipewipe has been downloaded more than 100,000 times. A simple way to sort photos is finding its audience.
September 2023
Hello, Android
Swipewipe arrives on Google Play, bringing the same month-by-month approach to more camera rolls.
September 2023
One million downloads
By September, Swipewipe has passed one million downloads. What started as a side project is now helping people make room for their memories around the world.
June 2024
Joining the MWM family
After 20 months of publishing together, MWM acquires Swipewipe. It becomes the studio’s largest acquisition at the time.
February 2025
10 million downloads
Swipewipe passes 10 million downloads across the App Store and Google Play.
August 2026
25 million and counting
Four years after the first release, Swipewipe passes 25 million downloads. The idea is still simple: less clutter, more memories.
Part of MWM
The next chapter,
together.
MWM became Swipewipe’s publisher in October 2022, working with its creator to grow the app. In June 2024, that partnership became an acquisition.
Today, Swipewipe is part of the mobile studio behind edjing and Color Pop, with the same idea at its heart: make room for the memories that matter.
Discover MWMIn the press
A little swipe.
A lot to talk about.
From everyday camera rolls to the story behind the app, discover what’s been written about Swipewipe.
This weird app lets me delete photos like Tinder and I love it
Gen Z photos app Swipewipe sells to French publisher MWM in its largest acquisition to date
This Week in Apps: Apple’s iPhone app of the year finalists, plus 7 hidden gems
Swipewipe app changed my life, says TikTok star. Meet the Stratham man behind it.
Writing about Swipewipe?
Get in touch for interviews, figures and visuals.
Your next fresh start.
Make a little space. Rediscover a good memory. Start with one month.
