The introduction of the first smartphone by Apple in 2007 has changed the digital world in ways that no one could have imagined. In the past seven years the world of mobile communications has changed forever. Hundreds of new innovations have been released, thousands of new smartphones are introduced, and App Stores nowadays are populated with millions of apps. But although smartphones and apps are increasingly popular, until now there have only been a few apps that dominated the market for longer than a few years. The huge growth of apps has created opportunities for translation and localization experts as well but there are dangers lurking.