Aura - Terms of Service

Last updated · 3 May 2026 · Version 1.0

Plain-English summary

Aura is a private, on-device lifestyle companion for daily rituals. You can use it for your own personal purposes. We license it to you - we do not sell it. Subscriptions renew through Apple until you cancel; cancelling takes two taps in iOS Settings.

Aura is a wellbeing-adjacent app, not a wellness or medical product. The six-word moods, soft streaks, photo journal, and gentle prompts are designed to feel beautiful, not clinical. Don't use Aura as a substitute for therapy, medical advice, or anything safety-critical.

These terms limit our liability. That part is unavoidable for an indie app, but everything you would expect from a responsible developer - working product, clear privacy, fair billing - we take seriously.

1. About these terms

These Terms of Service ("Terms") are a legal agreement between you ("you", "your") and E2 Partners LLC ("E2 Partners", "we", "us", "our", "the Developer"), the developer of the Aura application ("Aura", "the App").

By downloading, installing, or using Aura, you agree to these Terms and to our Privacy Policy, which is incorporated here by reference. If you do not agree, do not use Aura.

2. Eligibility

You must be at least 13 years old to use Aura. If you are under the age of majority where you live, you may only use Aura with the involvement of a parent or legal guardian who agrees to these Terms on your behalf.

You represent that you have the legal capacity to enter into these Terms and that your use of Aura does not violate any law applicable to you.

3. Your licence

Subject to these Terms, we grant you a personal, non-exclusive, non-transferable, revocable licence to install and use Aura on Apple-branded devices you own or control, in accordance with Apple's Usage Rules set out in the App Store Terms of Service.

You may not: reverse engineer, decompile, or disassemble any part of Aura, except to the extent such restriction is prohibited by law; rent, lease, sublicense, or resell Aura; remove or alter any notices of authorship or ownership; copy, recreate, or distribute Aura's aesthetic presets, ritual templates, share-card templates, weekly-recap layouts, or sound design as part of any other product; use Aura to build a competing product; or use Aura in connection with automated tools that exceed reasonable usage (we have no rate limits today, but we may introduce them to prevent abuse).

We (and our licensors) retain all right, title, and interest in and to Aura, including the brand, icon, design, code, copy, sound design, share-card templates, weekly-recap layouts, and the eight aesthetic presets (Clean Girl, Soft Girl, Coquette, Pilates Princess, Coastal Grandmother, Old Money, Hot Girl Walk, Cottagecore), including their colour palettes, typography, illustrations, and pre-built ritual templates.

4. Your content

4.1 Ownership stays with you

Anything you create, capture, or write inside Aura - photos, journal entries, intentions, mood check-ins, custom ritual notes, captions, and any Daily Aura Card or Weekly Recap that incorporates the foregoing - is your content. You keep every right you had going in. We claim no ownership and no licence to it, except the strictly limited, automatic licence in Section 4.2 that is necessary to operate the app on your device.

4.2 What we can do with your content

To run Aura on your device you grant us, and the device's operating system, a non-exclusive, royalty-free, fully-paid, worldwide licence to host, store, render, reformat, and display your content solely on your own device, and to compose it into a Daily Aura Card or Weekly Recap when you ask the app to do so. This licence ends the moment you delete the underlying content or uninstall the app. We do not have a server-side copy.

4.3 It stays on your device

As detailed in the Privacy Policy, your content is not transmitted to us. We have no technical way to view, copy, or restore it. If you uninstall Aura or lose your device, your content is gone. We recommend using iCloud Backup (configured in iOS Settings) if you want the data to survive device loss.

4.4 Sharing to third-party platforms

When you tap "Share" on a Daily Aura Card, Weekly Recap, or photo, iOS hands the image off to whatever app you choose - Instagram Stories, TikTok, Pinterest, Messages, Mail, your camera roll, and so on. From that moment, the receiving app's terms and the relevant platform's terms govern what happens to the image, the caption, and any tags or metadata it contains. We are not a party to that share, do not see it, and are not responsible for how a third-party platform displays, stores, or distributes the content you chose to share.

You alone are responsible for ensuring that anything you share is lawful, does not infringe anyone else's rights, and does not violate the destination platform's community guidelines.

4.5 Responsibility for what you create

Because your content stays local until you choose to share it, you alone are responsible for its legality and for any consequences of sharing. If a Daily Aura Card or photo you compose infringes someone's rights, or you use it unlawfully, that is not our act. See also Section 6.

5. Subscriptions and payment

5.1 Aura Premium

Aura Premium is an auto-renewable subscription that unlocks the full library of aesthetic presets, the full set of Daily Aura Card templates, the Weekly Recap carousel, advanced ritual templates, and any future premium features.

Two billing cadences are offered: com.etwopartners.auraapp.premium.monthly at US$14.99 / month and com.etwopartners.auraapp.premium.yearly at US$89.99 / year (approximately 50% off the monthly rate). Prices shown in-app reflect your App Store region and are set by the App Store pricing matrix; the figures above are the United States price.

5.2 Free trial

Eligible new subscribers receive a seven-day free trial. The trial converts automatically into the paid subscription at the end of day seven unless cancelled at least 24 hours before the trial ends, through Settings → [your Apple ID] → Subscriptions on iOS, or through Aura's own Settings → Manage Subscription shortcut, which deep-links to the same screen.

5.3 Auto-renewal

Your subscription renews automatically at the end of each billing period at the then-current price unless cancelled at least 24 hours before the period ends. Your Apple ID is charged within 24 hours before the end of the current period. You can manage or cancel at any time in Settings → [your Apple ID] → Subscriptions - this is the two-tap "cancel anytime, gently" path we describe in the app.

5.4 Refunds

Purchases are handled by Apple. Refund requests are processed directly by Apple, not by us. Start a refund request at reportaproblem.apple.com. Where you have additional statutory refund rights (for example under EU consumer law), those rights remain and are unaffected by this section.

5.5 Changes to pricing

If we change subscription prices, the new price applies only to future billing periods after you have been notified and, where required, after you have accepted the change inside the app.

5.6 Loss of access

If your subscription lapses or is cancelled, premium content (locked presets, locked card templates, locked recap pages) becomes inactive again. Your existing photos, journal entries, moods, intentions, and streak history remain on your device and remain accessible at the free tier.

6. Acceptable use

You agree not to use Aura:

To capture, store, or share photos or text that you do not have the right to use, or that are illegal in your jurisdiction, including child sexual abuse material, content that incites violence, content that discloses another person's private information without consent, or content that infringes copyrights, trademarks, or other rights.
To photograph or record other people without their consent in jurisdictions that require it.
To impersonate another person, falsely tag a location, or use Aura's share cards to spread material misrepresentations of fact.
To interfere with the operation of Aura or to attack, probe, or scan our infrastructure (such as it is).
To violate the community guidelines or terms of any platform you share Aura content to (Instagram, TikTok, Pinterest, etc.).
For any purpose prohibited by law or by Apple's App Store guidelines.

We may terminate your licence under Section 14 if you materially breach this section.

7. Wellbeing - important disclaimers

Aura is not a medical, mental-health, or wellness device. The six-word mood vocabulary, soft streaks, weekly recap, daily intentions, and gentle reminders are lifestyle features intended to make daily rituals feel beautiful. They are not a clinical mood tracker, a therapy substitute, a diagnostic tool, or a crisis resource.

Do not rely on Aura for medical, mental-health, safety, or emergency decisions. If you are experiencing distress, please reach out to a qualified professional or, in an emergency, your local emergency services. Aura's notifications, streak mechanics, and reflections are not designed for high-stakes contexts.

Streaks are intentionally soft. We forgive missed days and never frame a missed ritual as failure. Even so, if any aspect of the streak, recap, or notification system feels unhelpful for you, please turn it off in Settings → Notifications or stop using the feature.

8. Third-party services

Aura integrates with the following third-party services, whose terms apply in addition to ours:

Apple App Store - distribution and billing. Your use is subject to Apple's Licensed Application End-User Licence Agreement unless superseded by these Terms.
Google Firebase - anonymous analytics, crash reporting, remote configuration.
RevenueCat - subscription state management.
Apple iCloud - optional system-level backup of Aura's local container, only if you have iCloud Backup enabled in iOS Settings.
Destination apps for sharing - any app you select from the iOS share sheet (Instagram, TikTok, Pinterest, Messages, Mail, etc.) is a separate service governed by its own terms.

We are not responsible for the content, terms, or practices of these services.

9. Assumption of risk

You use Aura entirely at your own risk. You acknowledge that lifestyle apps, wellbeing-adjacent features, and self-reflection prompts are, by their nature, subjective and not a substitute for professional advice. You accept full responsibility for any decision, action, inaction, consequence, cost, or loss arising from your use of Aura, including any reliance on its mood prompts, ritual suggestions, streak mechanics, or recaps.

10. Disclaimers and warranties

Aura is provided strictly "as is" and "as available", with all faults, and without warranty of any kind whatsoever. To the fullest extent permitted by law, E2 Partners LLC, its owners, officers, employees, contractors, agents, affiliates, and licensors (together, the "E2 Parties") disclaim every warranty, whether express, implied, statutory, or arising from course of dealing, course of performance, or usage of trade, including without limitation warranties of merchantability, fitness for a particular purpose, accuracy, completeness, reliability, quiet enjoyment, title, non-infringement, system integration, and the absence of errors, viruses, or other harmful components.

Without limiting the foregoing, we do not warrant that: (a) Aura will meet your requirements; (b) Aura will be uninterrupted, available at any particular time, or free from errors or defects; (c) any defect will be corrected; (d) Aura is compatible with your device, operating system version, or any specific hardware or software; (e) any photo, journal entry, mood log, intention, ritual, daily card, or weekly recap created or processed by Aura will be preserved, portable, or recoverable; (f) any third-party platform will accept, render, or display a Daily Aura Card or Weekly Recap as you intend; or (g) any communications made through Aura, or any image you share via the system share sheet, are secure or free from interception.

Some jurisdictions do not permit the exclusion of certain warranties. In those jurisdictions the exclusions in this section apply only to the maximum extent permitted by applicable law, and no other warranty is given.

11. Limitation of liability - no liability assumed

To the maximum extent permitted by applicable law, the E2 Parties assume no liability to you of any kind, under any theory, for any damages arising out of or in connection with Aura, the Privacy Policy, these Terms, any content you create with or via Aura, any data loss, any service interruption, any wellbeing or mental-health outcome, or any act or omission of any third-party service provider or destination platform.

Without limiting the foregoing, the E2 Parties will not be liable for any direct, indirect, incidental, special, consequential, exemplary, punitive, or statutory damages - including lost profits, lost revenue, lost savings, lost data, lost photos, lost journal entries, lost streaks, business interruption, loss of goodwill, cost of cover, cost of substitute services, personal or reputational harm arising from anything you choose to share publicly, or any damages resulting from mood prompts, ritual suggestions, recap reflections, or any other feature - even if the E2 Parties have been advised of, or should have foreseen, the possibility of such damages, and even if any limited remedy stated in these Terms is found to have failed of its essential purpose.

If, despite the foregoing, any court of competent jurisdiction determines that the E2 Parties are liable to you for any matter arising out of or in connection with Aura or these Terms, their total aggregate liability to you for all claims in the aggregate will not exceed one U.S. dollar (US$1.00). You acknowledge that this cap is an essential basis of the bargain; without it E2 Partners would not make Aura available to you.

The allocation of risk in these Terms is an essential element of the agreement between you and E2 Partners. The price (including zero price) charged for Aura reflects this allocation. You waive any right to seek damages, injunctive relief, or any remedy beyond what is expressly provided in these Terms, except where such waiver is prohibited by law.

Nothing in these Terms is intended to exclude or limit any liability that cannot be excluded or limited by applicable law - including, in some jurisdictions, liability for gross negligence, wilful misconduct, fraud, death or personal injury caused by negligence, or mandatory statutory consumer rights - and this Section is to be read subject to those limits.

12. Indemnification

You agree to fully defend, indemnify, and hold harmless the E2 Parties from and against any and all claims, actions, proceedings, investigations, demands, losses, damages, liabilities, fines, penalties, settlements, costs, and expenses of every kind (including reasonable attorneys' fees and court costs, whether or not a lawsuit is filed) arising out of, relating to, or in connection with:

your access to or use of Aura, including any photo, journal entry, mood log, intention, ritual, Daily Aura Card, or Weekly Recap you create, store, or share;
your violation of these Terms or of any applicable law, regulation, or third-party right (including intellectual-property, privacy, publicity, or contract rights);
any content, photo, recording, caption, or other material you create, import, generate, share, or distribute using Aura, including the act of posting an Aura-generated card or recap to Instagram, TikTok, Pinterest, or any other platform;
your breach of the community guidelines or terms of any third-party platform you share Aura content to;
any dispute between you and a third party in which Aura, its features, your content, or your sharing decisions are referenced, cited, or relied upon.

E2 Partners reserves the right, at its own expense, to assume the exclusive defence and control of any matter subject to indemnification by you, in which case you will cooperate with E2 Partners in asserting any available defences. You will not settle any matter without E2 Partners' prior written consent. E2 Partners assumes no corresponding obligation to indemnify you for any claim of any kind.

13. Apple-specific terms

You acknowledge that these Terms are between you and us, not Apple, and that Apple is not responsible for Aura or its contents. In the event of any failure of Aura to conform to any applicable warranty, you may notify Apple, and Apple will refund the purchase price for Aura to you; to the maximum extent permitted by applicable law, Apple has no other warranty obligation whatsoever with respect to Aura.

We, not Apple, are responsible for addressing any claims by you or any third party relating to Aura, including product liability claims, claims that Aura fails to conform to legal or regulatory requirements, and claims under consumer protection or similar legislation.

Apple and its subsidiaries are third-party beneficiaries of these Terms and, upon your acceptance of these Terms, will have the right (and will be deemed to have accepted the right) to enforce these Terms against you as a third-party beneficiary.

14. Termination

You can stop using Aura at any time by uninstalling it; doing so terminates the licence granted under Section 3. You can cancel a paid subscription at any time in Settings → [your Apple ID] → Subscriptions, in two taps, gently, and without speaking to anyone.

We may suspend or terminate your licence if you materially breach these Terms, with notice where reasonably practicable. Your active subscription may be refunded on a pro-rata basis if we terminate without cause; no refund is owed if we terminate for breach.

Sections that by their nature should survive termination (including the final paragraph of 3, 4.4, 4.5, 6, 7, 9–13, 16, and 17) will survive.

15. Changes to the service or these Terms

We may modify Aura from time to time - adding aesthetic presets, retiring presets, refining the recap, changing how features work. We will communicate significant changes in-app.

We may also revise these Terms. Material changes will be surfaced inside the app and take effect no sooner than seven days after they are posted; continued use after that date constitutes acceptance. If you do not agree, you may stop using Aura. For changes that require consent under applicable law, we will seek your consent before they take effect.

16. Governing law and dispute resolution

These Terms are governed by the laws of the Emirate of Dubai and the federal laws of the United Arab Emirates applicable therein, without regard to its conflict-of-laws rules. Any dispute arising out of or in connection with these Terms will be resolved exclusively in the Dubai Courts sitting in Dubai, United Arab Emirates, except where you are a consumer domiciled in a jurisdiction that grants you a mandatory right to bring proceedings in your home courts - in that case, your statutory rights prevail.

Nothing in this section prevents either party from seeking injunctive relief in any jurisdiction to protect intellectual property or confidential information.

17. General

Entire agreement - These Terms, together with the Privacy Policy and any in-app notices we surface, are the entire agreement between you and us regarding Aura.
Severability - If any provision is held unenforceable, the remaining provisions remain in full effect.
No waiver - Our failure to enforce any right is not a waiver of that right.
Assignment - You may not assign these Terms without our prior written consent. We may assign them to a successor in connection with a sale of E2 Partners LLC, a merger, or a financing event.
Force majeure - Neither party is liable for delays caused by events beyond reasonable control.
Language - These Terms are originally drafted in English; translations are for convenience. The English version controls.

18. Contact

Questions about these Terms: hello@e2partners.co.