Ella - Daily Affirmations

Terms of Use

Effective date: 29 September 2026

Welcome to Ella (listed on the App Store as "Ella - Daily Affirmations"), a daily affirmations app published by Magic Unicorn Inc. ("we", "us", "our"). These Terms of Use are the agreement between you and us for your use of the app, including its widgets and its Apple Watch app (together, the "App"). By downloading or using the App, you agree to them. If you do not agree, please do not use the App.

1. Self-reflection and motivation only — not professional advice

Affirmations work differently for different people, and we make no promise about any particular outcome, result, mood or change in your life, including that anything you set as a goal will happen. You are solely responsible for the decisions you make and the actions you take.

2. Who can use the App

The App is a general-audience product and is not directed to children under 13; you may not use it if you are under 13. If you are between 13 and the age of majority where you live, you may use the App only with the involvement and consent of a parent or legal guardian, who accepts these Terms on your behalf. By using the App you confirm that you meet these requirements and can enter into a binding agreement.

3. Your licence to use the App

The App is licensed to you, not sold. Subject to these Terms, Magic Unicorn Inc. grants you a personal, limited, non-exclusive, non-transferable, non-sublicensable, revocable licence to install and use the App on Apple-branded devices that you own or control, for your own personal, non-commercial use.

Unless we provide a custom end-user licence agreement, your licence is also subject to Apple's Licensed Application End User Licence Agreement, available at https://www.apple.com/legal/internet-services/itunes/dev/stdeula/. These Terms are in addition to that agreement; if the two conflict on the scope of the licence to the App, the Apple EULA governs. You acknowledge that Apple has no obligation to furnish maintenance or support for the App, is not responsible for the App or its content, and is not a party to these Terms — and that Apple and its subsidiaries are third-party beneficiaries of these Terms with the right to enforce them against you.

4. Ella Premium

The App is free to download. Some or all of its features — for example your personal 28-day plan, narration, guided Practice, and certain topics and themes — require Ella Premium. Which features are free and which need Premium can change, and the App shows you what Premium includes before you buy.

Premium is offered as auto-renewing subscriptions and, where offered, as a one-time purchase. The plans on offer, their prices, their billing periods and any free trial or introductory offer can change and can differ by country. The current terms are always shown in the App and on Apple's purchase sheet before you confirm a purchase, and those are the terms that apply to it.

Billing, renewal, trials and cancellation

• Billed by Apple. Payment is charged to your Apple ID when you confirm the purchase — or, if your subscription starts with a free trial, when the trial ends. All billing is handled by Apple through the App Store; we never receive or store your payment details.
• Auto-renewal. Subscriptions renew automatically for the same period at the then-current price unless you cancel at least 24 hours before the end of the current period. Apple charges the renewal within the 24 hours before the current period ends. If a price changes, Apple tells you in advance and asks for your consent where the law requires it.
• Free trials and introductory offers. If a subscription includes a free trial or an introductory price, the App and Apple's purchase sheet show how long it lasts and what you will pay afterwards. Unless you cancel at least 24 hours before the trial or introductory period ends, the subscription continues automatically at the full price shown. Apple decides who is eligible for a trial or introductory offer. If you cancel during a free trial you are not charged, and your access continues until the trial ends. If Ella offers to remind you before a trial ends, the reminder is a courtesy; you are responsible for cancelling in time.
• Special offers. We may offer discounts or other offers from time to time — for example when you go to cancel. The terms of each offer are shown before you accept it, and you can always decline it.
• One-time purchase. Where offered, a one-time purchase unlocks Premium for as long as the App remains available to your Apple ID. It is not a subscription: it never renews and you are never billed for it again.
• Cancelling. You can cancel at any time in the App (Profile → Settings → Manage subscription, which opens Apple's subscription settings), in iOS Settings → your name → Subscriptions, or at apps.apple.com/account/subscriptions. Cancelling stops the next renewal; you keep Premium until the end of the period you have already paid for. Deleting the App does not cancel a subscription.
• Refunds. Purchases are processed by Apple, and refunds are handled by Apple under Apple's policies; we cannot issue refunds ourselves. You can request one at reportaproblem.apple.com. Nothing in these Terms limits any statutory right of withdrawal or refund you have under the consumer law of your country.
• Restoring purchases. Because the App has no accounts, your purchases are tied to your Apple ID. Use Restore purchases in the App to recover them on a new device.

5. No accounts, and where your content lives

The App has no user accounts and no sign-in. Your setup answers, favourites, collections, the affirmations you write yourself, your history and your settings are stored on your own device, so we cannot recover them for you: if you delete the App, reset or lose your device, or use Profile → Settings → Delete my data, that content is gone permanently. Please keep your own copy of anything you want to keep.

Your 28-day plan is also kept on our server for a limited time, as described in our Privacy Policy. That copy is not a backup: we cannot restore your library from it. You keep ownership of anything you write yourself.

6. AI-written content: your plan and "Reframe my thought"

Your 28-day plan and the affirmations from "Reframe my thought" are written by AI models run by third-party providers, from what you enter. To write them, what you enter is sent to our server and to those providers — the Privacy Policy explains exactly what is sent and what happens to it.

• Your input. You keep ownership of what you write — your goal, your answers and your sentences. You allow us to use it, and to pass it to our AI providers, only to provide these features to you as described in the Privacy Policy. Do not enter information you do not want processed in this way, and do not enter sensitive information about other people.
• The output. AI output can be inaccurate, repetitive, unhelpful or occasionally inappropriate. It is generated automatically and is not reviewed by a person before you see it. It is not advice of any kind, it says nothing factual about you, and it is not a promise that your goal will happen. Do not rely on it for any decision that matters.
• Limits and availability. We may limit how many plans you can create or how many Reframe requests you can make (the App shows the current limits), and these features may be unavailable when our providers are down.

7. Acceptable use

When using the App, you agree that you will not:

• use the App for any unlawful purpose or in breach of these Terms;
• submit content that is illegal, harmful, harassing, hateful, sexually explicit involving minors, or infringing;
• attempt to probe, scan, overload, disrupt, or gain unauthorised access to the App, our servers, our audio hosting or the AI services we use;
• use the plan feature, Reframe or our API for anything other than generating affirmations for yourself — including using them as a general-purpose AI service, for resale, or for bulk or automated generation;
• use automated means to access the App, or generate excessive or automated requests;
• copy, scrape or redistribute the affirmation catalogue, the narration audio, the artwork or the themes, or use them to build or train a competing product or dataset;
• reverse engineer, decompile or disassemble the App, or attempt to extract its source code, except to the extent this restriction cannot be excluded by law;
• remove or alter any watermark, attribution or notice; or
• present App content or AI output to anyone else as professional advice.

We may suspend, limit or terminate your access to the App or any of its features if we reasonably believe you have broken these Terms or are misusing the service. If we do, sections that by their nature should survive — ownership, disclaimers, liability limits and governing law — continue to apply.

8. Sharing and wallpapers

The App lets you create share images and wallpapers containing affirmations. You may share these for personal, non-commercial purposes. You may not sell them, use them in advertising, or present the content as your own original work. Removing the watermark, where the App permits it, does not transfer ownership of the underlying content to you.

9. Intellectual property

The App and everything in it — the affirmation catalogue, the narration recordings, the illustrations, icons, themes, design, text and software — is owned by Magic Unicorn Inc. or its licensors and is protected by copyright and other laws. Except for the limited licence in section 3, no rights are granted to you. "Ella", the Ella logo and our other marks may not be used without our prior written permission.

10. Changes to the App and to these Terms

We may add, change, suspend or discontinue features of the App at any time, including content that is free today. If we discontinue a Premium feature entirely while you hold a paid subscription, you may cancel it through Apple as described above. We may also update these Terms; when we do, we will change the effective date at the top and post the updated Terms at this address. Continued use of the App after the change takes effect means you accept the revised Terms.

11. Disclaimer of warranties

To the fullest extent permitted by law, the App is provided "as is" and "as available", without warranties of any kind, whether express, implied or statutory, including implied warranties of merchantability, fitness for a particular purpose, accuracy, quiet enjoyment and non-infringement. We do not warrant that the App will be uninterrupted, timely, secure or error-free, that defects will be corrected, or that any affirmation, plan, AI output or recommendation is accurate, suitable or effective for you. Some jurisdictions do not allow the exclusion of implied warranties, so parts of this section may not apply to you, and nothing here affects mandatory consumer rights.

12. Limitation of liability

To the fullest extent permitted by law, Magic Unicorn Inc. and its officers, directors, employees, agents and suppliers will not be liable for any indirect, incidental, special, consequential, exemplary or punitive damages, or for any loss of profits, data, content, goodwill or other intangible losses, arising out of or relating to your use of — or inability to use — the App or any content in it, even if we have been advised of the possibility of such damages.

To the fullest extent permitted by law, our total aggregate liability for all claims relating to the App will not exceed the greater of the amount you paid us for the App in the twelve months before the claim arose, or US$50.

Nothing in these Terms excludes or limits our liability for death or personal injury caused by our negligence, for fraud or fraudulent misrepresentation, or for anything else that cannot lawfully be excluded or limited. Some jurisdictions do not allow certain exclusions or limitations, so parts of this section may not apply to you.

13. Indemnity

To the extent permitted by law, you agree to indemnify and hold harmless Magic Unicorn Inc. from any claim, demand, loss or expense (including reasonable legal fees) arising out of your misuse of the App, your breach of these Terms, or your violation of any law or the rights of a third party.

14. Governing law and disputes

These Terms, and any dispute arising out of or relating to them or to the App, are governed by the laws of the United States and of the state in which Magic Unicorn Inc. is established, without regard to its conflict-of-law rules, and the courts of that jurisdiction will have non-exclusive jurisdiction. This does not deprive you of any protection you have under the mandatory consumer-protection law of the country where you live: if you are a consumer resident in the European Union, the United Kingdom or another jurisdiction whose law gives you the right to bring proceedings in your local courts and to rely on your local consumer rules, you keep those rights in full.

We would much rather solve a problem than argue about it — please email us first at support@magicunicorninc.com, and we will try to sort it out.

15. General

These Terms, together with the Apple EULA and our Privacy Policy, are the entire agreement between you and us about the App, and replace any earlier version of these Terms. If any provision is found unenforceable, it will be limited or removed to the minimum extent necessary and the rest will stay in force. Our failure to enforce a provision is not a waiver of it. You may not assign these Terms; we may assign them to an affiliate or in connection with a merger or sale of our business.

16. Contact

Questions about these Terms? Email support@magicunicorninc.com. Magic Unicorn Inc., publisher of Ella - Daily Affirmations.

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