The cost to develop a custom application can vary widely, depending on several factors. Some of the major factors that affect the price include:

1. **Type of App**: Is it a mobile app (iOS, Android, or cross-platform), a web app, or a desktop app?

2. **Complexity**: How many features does the app need and how complex are they? A basic app with a few standard features will cost significantly less than a complex app with advanced features like machine learning or augmented reality.

3. **Design**: Custom design can significantly increase the cost. This includes both user interface (UI) design and user experience (UX) design.

4. **Development Team**: The cost will also depend on who is developing the app. Freelancers tend to be cheaper than development agencies. The location of the developers can also affect the price, with developers in North America and Western Europe generally being more expensive than those in Eastern Europe or Asia.

Here are some rough estimates for 2023:

– A **basic application** (simple functionality, minimal UI): $5,000 – $20,000

– A **moderate application** (more complex functionality, better UI): $20,000 – $50,000

– A **complex application** (advanced functionality, high-quality UI): $50,000 – $150,000 or more

For ongoing maintenance, which generally includes fixing bugs, adding new features, and updating the app to work with the latest versions of the operating system, expect to pay about 15-20% of the initial development cost per year.

Note: These are rough estimates and actual costs can vary significantly. It’s always a good idea to get several quotes and to clearly define your needs and expectations upfront to ensure you get an accurate quote.