How much are you willing to pay to keep using your favorite app?

Maybe you’ve used it for years. Perhaps it performs a function so essential and specific that you couldn’t imagine what you’d do without it. But when the developer announces an extraordinary price hike, you’re forced to consider how much you really value that app.

Earlier this year, Evernote, a note-taking app, changed its subscription tiers, forcing some users to go from paying $130 per year to $250. The highest tier now costs more than 3.3 times as much as the most advanced tier did in 2023 and 10 times more than what Evernote charged for annual subscriptions from its 2008 launch until 2016.

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Enterprise-sized businesses spend, on average, 28 percent of their software budgets on unwanted upgrades, migrations, and licensing changes. Often, those firms' IT heads think those changes are detrimental.

Those results are according to a survey of 2,018 chief information officers and senior IT decision-makers at companies with at least 10,000 employees that Origina commissioned for its report, “The Software Tax.” About half of the respondents (1,011) are from the US, and the rest are from the United Kingdom. All respondents worked at companies with at least $1 billion in annual revenue.

Keep in mind that Origina provides maintenance for various enterprise software. Its report points to independent software maintenance as a way for IT leaders to regain control over software budgets, illustrating its potential bias. A third-party research consultancy, Censuswide, conducted the survey.

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