Due has been around for a long time. Created by independent developer Lin Junjie (who later went on to launch Dispatch and Clips with Hon Cheng), Due was launched in late 2010 as a simple reminder app for iPhone to never forget the things you had to do. Over the years, Due expanded to more platforms and received an iOS 7 redesign, but, at its core, it remained a streamlined utility to set reminders and always complete them. With a combination of clever design and thoughtful snooze settings, Due ensured you'd never ignore an alert (or pretend it wasn't important).
The original Due was, however, a product of simpler times. In five years, thousands of reminder and timer apps have been released on the App Store. As widely documented by the indie iOS dev community, it's hard to survive in a market driven by a tendency to lower prices and to add features atop features. People's workflows change (often, from modest to more advanced needs) but, unlike others, Junjie has shown remarkable restraint in changing how Due works. He's an exception. I can't think of any other 1.0 app that lasted this long.
Four years after the original Due (which I discovered thanks to John Gruber), Due 2 launches today with a completely redesigned interface and interactions updated for the modern era of iOS 8 and larger phones. And yet, in spite of its new look, Due 2 is still unmistakably Due – a testament to the developer's deliberate efforts to make a specific type of app that doesn't compromise its nature.