Nova Launcher, savior of cruft-filled Android phones, is on life support
Enlarge (credit: Nova Launcher)
Back in July 2022, when mobile app metrics firm Branch acquired the popular and well-regarded Nova Launcher for Android, the app's site put up one of those self-directed FAQ posts about it. Under the question heading "What does Branch want with Nova?," Nova founder and creator Kevin Barry started his response with, "Not to mess it up, don't worry!"
Branch (formerly/sometimes Branch Metrics) is a firm concerned with helping businesses track the links that lead into their apps, whether from SMS, email, marketing, or inside other apps. Nova, with its Sesame Search tool that helped users find and access deeper links—like heading straight to calling a car, rather than just opening a rideshare app—seemed like a reasonable fit.
Barry wrote that he had received a number of acquisition offers over the years, but he didn't want to be swallowed by a giant corporation, an OEM, or a volatile startup. "Branch is different," he wrote then, because they wanted to add staff to Nova, keep it available to the public, and mostly leave it alone.