Ella - Daily Affirmations
Effective date: August 13, 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 (the "App"). By downloading or using the App, you agree to them. If you do not agree, please do not use the App.
Ella provides affirmations and written prompts for self-reflection and motivation. Nothing in the App is medical, psychological, therapeutic, diagnostic, legal or financial advice, and none of it is a substitute for care from a qualified professional. The App is not a mental-health treatment, does not provide therapy, and is not monitored by a clinician.
If you are struggling, please talk to a professional. Never disregard advice from a doctor or therapist, and never delay seeking it, because of something you read in the App. If you are in crisis, or you may harm yourself or someone else, contact your local emergency services or a crisis line immediately — the App cannot help you in an emergency and does not alert anyone on your behalf.
Affirmations work differently for different people, and we make no promise about any particular outcome, result, mood or change in your life. You are solely responsible for the decisions you make and the actions you take.
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.
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.
The App is free to download and includes a large amount of content at no cost. Some features — such as guided Practice, certain topics and themes — require Ella Premium. Premium is offered in three forms, and the exact price, period and any trial are always shown to you in the App and by Apple before you confirm the purchase:
Prices are shown here in US dollars; Apple charges the equivalent price for your App Store region, and the plans available may differ by region. Prices may change in future, and Apple will notify you of a price increase affecting an existing subscription and ask for your consent where required.
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. This means we cannot recover them for you: if you delete the App, reset your device, lose it, or use Profile → Delete my data, that content is gone permanently. Please keep your own copy of anything you want to keep. You retain ownership of any affirmations you write yourself.
The Reframe feature sends the sentence you type to our server, which passes it to a third-party AI provider so three affirmations can be generated and returned to you. See the Privacy Policy for exactly what is sent and what happens to it.
AI output can be inaccurate, repetitive, unhelpful or occasionally inappropriate, and it is generated automatically without human review. It is not advice of any kind and says nothing factual about you. Do not submit sensitive information about yourself or other people, and do not rely on the output for any decision that matters. We may limit the number or length of requests, and Reframe may be unavailable if the underlying providers are down.
When using the App, you agree that you will not:
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.
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.
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.
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 revise 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.
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, 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.
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.
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.
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.
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.
Questions about these Terms? Email support@magicunicorninc.com. Magic Unicorn Inc., publisher of Ella - Daily Affirmations.