Cleanup: Phone Storage Cleaner, published by DEEP FLOW SOFTWARE SERVICES, has 1,469 App Store ad records tracked in the last year, in all 25 EU storefronts. That makes it the heaviest advertiser among EU phone cleaner apps by a wide margin. The next app on the board has 855.
It ran 34 creatives to get there, which sounds like a lot of writing. It is not. Behind the 34 there are nine headlines, and eight of them promise the same thing.
Everything below comes from Apple's public Ad Repository, the transparency dataset the EU Digital Services Act requires. It shows every App Store ad an advertiser ran, where, in what language, and for how long. The repository lists the legal entity as DEEP FLOW SOFTWARE SERVICES - FZCO. Data window ends 25 July 2026, and the last full day of recorded impressions is 24 July 2026.
Thirty-four creatives, nine headlines, one job
Apple counts the same headline twice, once as an icon ad and once as an icon plus asset ad. Cleanup also relaunched several lines mid-window, which creates a second entry for the same words. Collapse both and 34 creatives comes down to nine pieces of copy:
- "Duplicate Photos Cleaner App" (English)
- "Foto reinigen Duplikat löschen" (German)
- "Liberar espacio, duplicadas" (Spanish)
- "Supprimer Doublon Photos" (French)
- "Elimina foto duplicate" (Italian)
- "Limpar & Excluir Duplicadas" (Portuguese)
- "Dubbele foto's verwijderen" (Dutch)
- "Radera dubbletter av foton" (Swedish)
- "Liberte Espaço no Telemóvel" (Portuguese)
Eight of those nine name duplicate photos. The app is sold as a storage cleaner, and the ads almost never mention storage. They mention the one chore a person can picture themselves doing. The exception is the last line, the Portuguese "Liberte Espaço no Telemóvel", which sells free space on your phone instead, and we come back to it below because of what it replaced.
One English line covers 23 of the 25 storefronts
The line is "Duplicate Photos Cleaner App". Apple dates it past its one-year window, so it was already running before the data starts, and it was still recorded on 24 July 2026 in 23 storefronts. The icon plus asset version carries 507 records on its own and the icon-only version another 235, which between them is roughly half of everything we analyzed.
The two storefronts it does not run in are Germany and France. Everywhere else, including Spain, Italy, the Netherlands, Portugal, Sweden and Austria, the English line runs alongside the local one rather than instead of it. Germany and France are the only markets where Cleanup buys in the local language and nothing else.
Seven local languages, and where each one runs
- German, "Foto reinigen Duplikat löschen", 355 days in Austria and Germany, from 3 August 2025, still recorded on 24 July 2026. The only local line that covers two storefronts.
- Spanish, "Liberar espacio, duplicadas", 328 days in Spain, from 25 August 2025, last recorded 19 July 2026.
- French, "Supprimer Doublon Photos", 308 days in France, from 19 September 2025, still recorded on 24 July 2026.
- Italian, "Elimina foto duplicate", 209 days in Italy, from 14 August 2025, last recorded 11 March 2026.
- Portuguese, "Limpar & Excluir Duplicadas", 190 days in Portugal, from 3 August 2025, last recorded 9 February 2026.
- Dutch, "Dubbele foto's verwijderen", 167 days in the Netherlands, from 7 February 2026, still recorded on 24 July 2026.
- Portuguese, "Liberte Espaço no Telemóvel", 167 days in Portugal, from 7 February 2026, still recorded on 24 July 2026.
- Swedish, "Radera dubbletter av foton", 167 days in Sweden, from 7 February 2026, still recorded on 24 July 2026.
Seven languages, eight lines, because Portugal got two of them at different times. Each local line stays inside its own language market. There is no German copy running in Ireland, no Swedish copy in Denmark. Where a market has no local line, English does the work.
A relaunch wave dated 26 April 2026
This is the part worth stopping on. Eleven of the 34 creatives share one start date: 26 April 2026. German, English, French, Dutch, Portuguese, Swedish and Spanish all begin on the same day, across search results and the product page.
They did not replace anything. The German line from August 2025 kept running to 24 July, and so did the French one from September, the Dutch, Portuguese and Swedish ones from February, and the English line Apple dates past a year. The old entries and the 26 April entries ran side by side for the rest of the window.
The English refresh went into 17 storefronts (Belgium, Bulgaria, Cyprus, Czechia, Denmark, Estonia, Finland, Greece, Croatia, Hungary, Ireland, Luxembourg, Latvia, Poland, Romania, Slovenia, Slovakia) with 102 records on the asset version and 47 on the icon version. Those 17 are exactly the markets with no local-language line.
So one campaign build, seven languages, one date, same words. For a founder, that is a scheduled refresh, not a repositioning. Somebody rebuilt the account in late April, kept every headline, and let the new entries run next to the old ones. Nothing in the data suggests the message was under review. The calendar was.
The only product page buy on the board
Across all twelve apps in this sweep, Cleanup is the only advertiser buying the App Store product page placement, and it barely does. Twelve records, both creatives the same German icon ad, Germany only: one ran from 9 February to 28 April 2026 (7 records), the other from 26 April to 23 June 2026 (5 records). Neither is running now.
The other 1,212 records we analyzed are search results ads. Every other app in the sweep is search results and nothing else. Product page ads put you on a competitor's listing, next to their download button, which is a different bet from catching someone who already typed "duplicate photos". Cleanup made that bet in one country, in one language, for about four months, and stopped.
The lines it dropped
Two headlines came off.
Italian "Elimina foto duplicate" ran 209 days and was last recorded on 11 March 2026. Nothing Italian replaced it. Italy is now served by the English line, which is in the 23-storefront list and was still recorded on 24 July.
Portuguese "Limpar & Excluir Duplicadas" ran 190 days and was last recorded on 9 February 2026, two days after "Liberte Espaço no Telemóvel" started in the same market. That is the one place in the whole account where the promise actually changed: out with deleting duplicates, in with free space on your phone. The replacement is still running, so as far as Portugal goes it survived the swap.
What we cannot see
Records are repository records, a proxy for volume. They are not euros, and nothing in Apple's dataset tells us what Cleanup spends, what it pays per install, or whether any of this converts. Apple also caps each country query at roughly 50 records for heavy advertisers, so of the 1,469 records tracked we analyzed 1,224. Headlines, dates, languages and storefront lists hold. A spend ranking would not.
What a founder can take from this
- Write the message once, then only change the language and the date. Cleanup runs the heaviest account in its category on nine headlines, eight of which are the same sentence. The work went into coverage and refresh timing, not into new angles.
- Sell the chore, not the category. The product is a storage cleaner. The ads say duplicate photos, because that is the thing a person can see in their own camera roll. The one line that sells free space instead only appeared as a replacement in a single market.
- Local copy is worth it where the market is big enough to earn its own line. Germany and France get local copy and no English at all. Bulgaria, Croatia and Latvia get English. That is a maintenance decision, and it shows in the two lines that got dropped, Italian and the first Portuguese, both of which were local.
You can pull any advertiser at recao.app, free, no account, in about a minute.
Method note: figures are computed from Apple's public Ad Repository (DSA Article 39), swept across all 25 EU storefronts with zero failed country queries, data window 25 July 2025 to 25 July 2026. "Days running" is the span from a creative's first to last recorded impression across those markets. "Still recorded" means the creative appears on 24 July 2026, the last full day in the window. Apple reports creatives older than its one-year window as over a year rather than a date, which is Apple's own marker, not ours. Record counts are repository records across those storefronts, a proxy for volume, not euros and not spend, and Apple returns only about the 50 most recent records per country for a heavy advertiser, so 1,224 of the 1,469 records tracked for Cleanup were analyzed. Longevity is a proxy for performance, not a measured conversion rate.