plane finder This is a great example of what can happen when a small team grows with a platform.
Launched in 2009, plane finder No scale has been created over the years by adding headcount, vendors or complexity. Instead, founders Jody and Lee Armstrong made a long-term bet on Apple’s ecosystem — staying native, staying close to first-party tools, and reading platform signals early. And over time, an app that started as “planes on a map” grew into a full-fledged end-to-end flight-tracking business – encompassing a global network of physical hardware – built and operated by a team of just eight people.
We spoke to the married founders about their early days, the new design and liquid glass, and the challenges of running a global flight tracking network.
plane finder
- Available on: iPhone, iPad, Apple Watch
- Team Size: 8
- based in: UK
Download Plane Finder from the App Store >
Take us back to 2009. What gave birth to this idea plane finderAnd what were those early days like?
Took: We’ve been at it almost a year since the App Store opened. It feels like a lifetime. But the real spark came with the unveiling of the iPhone in 2007. We were actually in the United States when it came out, so we picked one up, not really knowing what we’d do with it. There was no app store yet, and I couldn’t even use it as a phone in the UK. It was literally just holding and swiping back and forth. But that moment became such a big part of our journey. We still have that iPhone on display.
In those early days, did you have aspirations to become an end-to-end flight tracking platform?
Pair: no way. We started with just the app. Today, we collect our location information directly from aircraft, put it inside apps, and sell our data commercially.
You are a small team of eight people. what’s that like?
Took: I don’t think we could have done it without Apple technologies. We’re a small team, and we wouldn’t have the platform or ways to market globally without the App Store – credit cards, StoreKit, localization. We really value the App Store as a platform.
plane finder Apple is known for early adoption of technologies and features – like ARKit, MapKit, and Liquid Glass. Which tools have made the biggest difference?
Took: It all goes back to MapKit. We clearly say that the app is “plane on map” and MapKit is its core. We’re also big users of Metal for our 3D globe scene. And we wouldn’t be able to handle subscriptions and monetization with promotional offers without StoreKit 2. We do not use any third-party or cross-platform frameworks. We are all using Apple technologies because they provide us with everything we need.
What made you adopt so quickly?
Pair: I run the company with the mentality of a quote I heard years ago: “When new technologies come along, you can either be part of the steamroller or part of the road.” We’ve always wanted to be a part of Steamroller. We are quick to evaluate new technology, and if we can adopt it in a way that fits our products, we adopt it.
Can you describe the process of adopting liquid glass?
Pair: We immediately agreed to the concept. From a leadership perspective, we said, “This is the future. What we do has to be meaningful.” The design and engineering teams worked incredibly hard to bring those two things together – staying current and leaning into technology while making it meaningful for our world.
What does the developer community mean to you?
Took: This is the reinforcement piece. When you’re working in a silo, the community gives you confidence that you’re implementing technologies correctly. It’s all well and good to watch a WWDC session with slides and sample code, but this is too specific. Seeing how it works in the real world is invaluable.
Pair: Everyone I talk to at Apple is passionate and opinionated about our apps. They’re very engaged, and every piece of feedback is valuable. For years we’ve been asked questions like “Why do you do this with your toolbar?” All that conversation is helpful.
plane finder Not just an app. You have deployed thousands of flight tracking devices around the world. How has Apple’s ecosystem enabled this?
Pair: There is a symbiotic relationship between people who enjoy the app and those who want to get involved by hosting receivers where we need coverage.
Took: When we first started, we had one receiver covering the south of the UK. People downloaded the app and said, “This is great, but I live in Scotland and can’t see any planes.” So we’ll send them a receiver. Before long, we heard it from Sweden, the United States, Africa and Asia.
Pair: Today, we use apps to find people in locations where we want to improve coverage. We’re leveraging the power of our audiences to grow the network even further.
What will happen next?
Pair: We are not finished with our liquid glass journey. We’re working on an internal project code-named “Plane Finder Double Glazed” – the next iteration with extensive UI changes that we initially put on hold. We’re also looking at how we can leverage machine learning and foundation models.
What’s one thing people don’t realize about running a global flight tracking network?
Took: We own and operate the network of receivers that power it. Many people think that like other companies, we also buy that data.
Pair: We designed and manufactured receivers and antennas. There’s much more to us than just being an app!
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