Apple's App Store submission cycles

Apple's App Store review process-which is more strict than Google Play's-can cause major delays between the time an app iteration is ready for release and the time it actually goes live. This lag creates headaches that makes timing difficult and extends the time it takes to learn from your customers.

With web apps, developers have the luxury of being able to push an experiment over coffee at breakfast and then roll that back by the time they get into work. A range of tools that power continuous integration and continuous deployment enable significant agility in the web arena.

However, mobile app developers have often waited for weeks, and, at times, months in order to see their apps listed in the App Store. Apple's draconian review processes have left developers feeling like they would be better off talking to a wall.

During the early days of the App Store, companies fell over each other trying to build relationships with Apple to ensure that their submissions...