Parmy Olson of Forbes recently reported, "SwiftKey has just made a gutsy move. The popular Android keyboard app has dropped the $3.99 price tag that’s driven its revenue over the last few years and is going free from here on out. It’s the kind of make-or-break decision that could help it scale up in fast-growing developing markets, and in SwiftKey’s case, also help it in going head-to-head with similar, free technology that Apple will soon offer to iPhone users. 'We’re focused not only on reaching more users with our powerful technology, but on building great content and features to engage them,' said the company’s CEO Jon Reynolds in an official statement."
Olson continues, "SwiftKey’s business model till now has been to use its paid-for Android app as a way to prove out its natural language processing (NLP) technology. This underpins SwiftKey’s ability to predict what word users will type next, with three suggested words above the keyboard… SwiftKey is one of the best selling Android apps of all time, having spent more days at number one on Google Play than any other paid app. But it’s never managed to get on iPhones because Apple hasn’t released the relevant instruction set that would allow third party developers like SwiftKey to sell keyboard enhancement for iPhones."