Is it better to double down on what's working or build something new?

As an indie software business, we're constantly faced with a tough question:
➡ Do you double down on what’s working?
➡ Or hedge your bets and build something new?

The past year at Magic Lasso Adblock, we asked ourselves that very question.

And after plenty of debate, we made our decision: Focus — but broaden our focus.

Rather than build something completely different, we went deeper into our core strength: fast, private, and reliable ad blocking for Apple users.

The result?

✅ App-wide ad blocking across iPhone, iPad & Mac — not just Safari
✅ Exceeded 350,000 downloads
✅ +30% profit growth
✅ A surge in Google search traffic (up 560%)
✅ And a quieter, more confident sense of momentum

We also redesigned our website, shipped 11 updates, and made big technical strides like migrating to SwiftUI and improving performance behind the scenes.

But it wasn’t all wins. We learned a lot — including the hard way — that Apple Search Ads didn’t deliver the quality or ROI we hoped for.

To reflect on the year, we've written a detailed Year in Review post. It’s an honest look at the decisions we made, the trade-offs we faced, and the clarity we gained.

If you’re an indie dev, a privacy advocate, or just interested in the business of software — you may enjoy the read:

https://www.magiclasso.co/insights/ad-blocker-year-in-review-2025/

Do you agree with the approach?

Or do you think that sometimes it's better to build something new, even if the risk may be higher and it may distract from your current successes?