I thought that making it universal was obvious: my customers don’t need to pay again for it on the iPad, nobody accidentally buys the iPhone version on the iPad and gets a bad experience, and I get the benefits of only managing one app. Win-win.

- Marco Arment

I completely agree with the sentiment above. Universal applications are a win-win for users as well as developers. To me, as a developer as well as a user, universal applications show the user that you want them to have the best experience. 

I wish Apple had a way to filter applications when I search that promoted universal apps. I’m aware of the plus-sign (‘+’) that is beside certain applications, but I would love even more promotion. The value of universal apps to the user should not be understated. 

To understand the value users get from a universal application, take a look at a Cultured Code forum post defending separate applications for iPhone and iPad.

Things for iPad required additional resources (such as a contractor) for development and additional marketing and business development resources. 

We feel that considering the functionality and design of Things for iPad, it’s priced fairly. 

Now, circumstances for apps and developers are all different. This post is not stating that Cultured Code made a bad decision, or that they’re wrong. What I am trying to point out is that developing for the iPad and iPhone is not trivial. It is not taking completed functionality and “skinning” it with a new UI. You are creating many more views and controllers, as well as doubling your test effort to ensure a great product. 

So, I’m not against companies and developers that sell separate builds to recoup costs. However, I think users should really understand the sweat that goes into a universal build and support developers who make our lives easier. 

4Notes is a universal application. I think it is a great distinguisher that one version allows users to install on the iPhone, iPad, and iPod touch. As time moves forward, I plan to support more apps that do the same.