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TUAW's Daily App: The Ultimate Alphabet


Today's app is going to blow your mind. Back in 1986, artist Mike Wilks published a book called The Ultimate Alphabet, which featured 26 different paintings, each filled with items that corresponded to the letters of the alphabet; the letter A painting contains airplanes, ants, an apple tree, and so on. There are more than 7,777 words represented in the book, with lots more little secrets hidden in the paintings; there are letters encoded in Morse code or semaphore, obscure symbolism, and visual gags.

The book was part of a competition with a big cash prize, which was solved in 1988, when Wilks published The Annotated Ultimate Alphabet; it included descriptions and clues for each of the items hidden in the extremely detailed paintings. Now, a company named Toytek has begun to bring the book to the iPad, and it allows you to interactively explore some of Wilks' paintings and their extremely deep complexity.

As you can see above, it's wild; you tap on an item, enter the actual name, and then the book will tell you whether it's right or provide clues for the word you're looking for. The app is free to try, though it's prohibitively expensive if you want to purchase everything. You can buy the letters in bundles, and the full purchase price eventually comes out to around US $45 in total. That's pricey, although it's the same cost as the printed book, and you get the interactivity for free. Still, it's a great idea, and there is a free trial if you want to check it out.

Update: We're told that due to user input, the free version has been changed from a timed trial to simply having the entire letter A be completely free to play all the way through. Enjoy!

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Education iPad

Today's app is going to blow your mind. Back in 1986, artist Mike Wilks published a book called The Ultimate Alphabet, which featured 26...
 

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Jon Newington

@harkonian: a single letter is a full, self-contained gaming experience. Not partial, not crippled (what nonsense) And that's hours of gameplay. It's true! I bought A and C and I'll buy the other letters if i feel like it just like I'd buy another issue of my favourite crossword mag if i feel like it.

Actually, it's almost too bad there can only be 26 episodes.
If the hour limit annoys you just spend 2 bucks to keep playing a game you seem to like.. makes sense no?

July 28 2010 at 8:17 AM Report abuse rate up rate down Reply
David Wilkinson

@mack

What you are essentially saying then, is that the whole model of "release a cheap or free game and then sell new levels as in-app purchases" is not viable. Any game that does this will eventually result in a total cost of ownership of $45 or more - so long as people like it enough to buy new levels, and enough new levels are made available.

You can argue that $1.75 for a new level in a game is too much, but really, I think that's an unrealistic workd view. How many hours' entertainment do you expect for your dollar? Based on the number of hours I've spent on the letter A so far, $1.75 is most certainly a bargain rate.

Would you object if Angry birds offered up another 26 sections, priced at $2 each? I've finished Angry Birds - I'm not even close to finishing the letter A.

July 27 2010 at 1:41 PM Report abuse rate up rate down Reply
2 replies to David Wilkinson's comment
Harkonian

The freemium model does work, but the approach in this case is flawed. The freemium model works because the user gets a full game which, if they really enjoy it, they can make in-app purchases to extend the experience. The important point here is that the user feels like they are getting a full game, not a partial or crippled one.

In this case, the vast majority of users feel like the free experience is lacking and it only becomes interesting if you pay rather large sums of money. The customer ratings in the app store support this:

5 stars - 67
4 stars - 38
3 stars - 64
2 stars - 80
1 star - 235

All the 1 star ratings I've seen say the same thing: Good app, but way too expensive.

It's all about customer perception. If the publisher would have released the app as a series of apps instead spaced apart by a few weeks I think the reception would have been much better.

July 27 2010 at 9:57 PM Report abuse rate up rate down Reply
Harkonian

In addition, an hour limit to play the lite version is highly annoying.

July 27 2010 at 10:16 PM Report abuse rate up rate down Reply
MaryBethLowell

Considering if you get through all of the letters once, you've essentially finished the whole thing, $45 does seem pretty high to me as well.

As a side note, Mike, I'd like your job playing games please. :)

July 27 2010 at 1:01 PM Report abuse rate up rate down Reply
David Wilkinson

I bought this a week or so ago - it's a great app. Thoroughly absorbing - it's easy to lose hours in there.

I'm really don't agree with your assessment on pricing though:

"it's prohibitively expensive"

It works out at under $2 per letter, and each letter would take many hours to complete. There's no compulsion to buy each letter - if you find you're not getting $2 worth of enjoyment out of each one, you don't have to buy any more. And unless you're an obsessive player with way too much spare time on your hands, the chances are that the full cost of the alphabet would be spread out over very many months.

I've lost count of the number of games for which I've paid $2 that provided far less enjoyment than a single letter of this richly detailed app. The price point seems spot on to me.

Prohibitive? Get a grip.

July 27 2010 at 11:48 AM Report abuse rate up rate down Reply
1 reply to David Wilkinson's comment
mack

@David Wilkinson

I'm sorry David, $45 is too expensive for an application like this - even at $2 per letter. I really like the look of it, and the video, but I certainly won't be buying The Ultimate Alphabet at that price.

I assume that they are setting the price so that it is comparable to the paper version. Which is a bad trend that many publishers are following. They do this to maximise their profits, even though selling a paper version of a book has a lot of extra steps - material costs, printing, distribution, retail, etc.

Instead of trying to cash in based on the paper value, the publisher should be thinking, "If I price The Ultimate Alphabet at $1 per letter, will I sell more than twice as many copies as I would if I charge $2 per letter?" I'd say the answer to that question is yes, and indeed they would sell more than four times as many at 25% of the price.

Speaking personally, I would definitely buy this book at $9.99, I'd maybe think about it at $12.99 or $14.99, but at $16.99 or higher I can't justify the purchase for the amount of use it would have. $45 for me (and I stress - for me) is just plain crazy.

July 27 2010 at 1:20 PM Report abuse rate up rate down Reply
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