Those of you that know me well know that I’m the market for my retirement flat in London. I’m nowhere NEAR retiring, but at some point in the next twenty years, I’m putting my feet up in my flat with a view of the River Thames and I’m going to love it.

So I patrol www.primelocation.co.uk when I have nothing else going on. It aggregates all sorts of delicious places and I mentally move into most of them, deciding where I’ll put my brand new furniture that I need to buy along with my flat.

Imagine my delight when I saw they had an iPad App now? Quick! Download it! Perfect casual browsing opportunity as I half-watch TV on the sofa.

What a disaster. That’s all I’m saying. Primelocation. Remove that App. It’s a ridiculous waste of time and doesn’t do you any justice.

Lesson? Don’t make an App just because you think you have to. You may have a great site — and Primelocation does — but unless the App really does a useful job on the go, don’t bother. Waste of time and resources, and doesn’t do your brand any justice.

(And a better use of time? Fixing the iPad experience of your core site. Much more useful way to go.)