This chapter analyses the Google Home mobile phone interface to uncover translation problems that may be archetypical for app localisation. The method used is qualitative in nature and follows a deductive-inductive approach heavily inspired by GT. As a result of a corpus analysis, 11 categories of translation problems are identified and operationalised. In addition, three principal attributes of translation problems in app localisation are determined: fragmentation, inactivation/disengagement and decontextualisation, the latter constituting the core category in this study. This paper presents a novel, preliminary view of what has, until now, been a relatively under-researched process in Translation Studies: mobile app localisation.