"I'm not sure that in all good conscience I can take on a project that is going to cost him a lot of money and not be successful." Love this attitude. There ar

"I'm not sure that in all good conscience I can take on a project that is going to cost him a lot of money and not be successful." Love this attitude. There are too many people who simply don't care. I agree with many others on this thread, lay the cards on the table (if possible with examples of your own apps and difficulties they've faced) and let him choose. Potentially also point him in the direction of a marketing/pr firm that may be able to help (ideally someone you're friendly with and can talk to beforehand). That way you're increasing the chances for him, reducing blame for yourself and paying forward with some work for a friend. Good luck!