Fri. Jan 21st, 2022

‘Be prepared to mobilize the whole team’ when you start during the holidays

Apple breaks With Holiday Tradition: The company announced early last month that the App Store will continue to review developer submissions over the holiday season, welcome news for app developers entering their busiest season.

Previously, an app that was supposed to release a bug fix or critical update on Black Friday or during the final hours of Christmas shopping couldn’t push a fix for days. This year, from December 23 to 27, the App Store Connect service staff will be working on a shorter schedule, meaning updates will occur, but reviews “may take longer to complete,” the company said.

At first glance, this seems like a complete win for app developers and their customers, but an expert we spoke to warned that some developers could face unintended consequences if they don’t adapt to the recent changes.


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To be clear, we interviewed two people whose agencies help companies with their mobile apps: Wolfpack Digital CEO Georgina Lupu Florian and Appetiser’s Jamie Shostak, whom we recently interviewed following our survey to identify the best software consultants for startups. For balance, we also spoke to Yasser Bashir, co-founder of software development company Arbisoft.

Florian and Shostak both said they mostly view the change as a positive, they told BestFitnessBands. “This is great news for our customers,” said Shostak. But Lupu Florian added a caveat: “We think this could also pose problems for some businesses and developers if not properly understood and managed.”

The End of Headaches

According to Shostak, Apple’s policies have been “definitely challenging” for their customers to deal with in previous years. Knowing that App Store Connect would not accept updates or new launches always affected year-end planning, he said. “In general, teams should sprint to finish earlier, or schedule smaller updates.”

“Rather than trying to force as many features as possible for the holidays,” says Lupu Florian, “we focused on the most important ones and strived to finish them first so we could spend more time on quality assurance and testing. doing that gave us more time to fix potential issues before they even went into production.”

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