Can developers take advantage of it? – Tech Crunch

“Be ready to mobilize the whole team” if you launch during the holidays

Apple breaks With holiday tradition: The company announced early last month that its App Store would continue to review developer submissions during the holidays, good news for app developers facing their busiest season.

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

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


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For clarity, we interviewed two people whose agencies help businesses with their mobile apps: digital wolf pack CEO Georgina Lupu Florian and Aperitifby Jamie Shostak, whom we recently interviewed following our survey to identify the best software consultants for startups. To balance, we also spoke to Yasser Bashir, co-founder of the software development company Arbisoft.

Both Florian and Shostak said they mostly view the change as a positive, they told TechCrunch. “This is great news for our customers,” Shostak said. But Lupu Florian added a caveat: “We believe that for some companies and developers this can also create challenges if not understood and handled properly.”

The end of a headache

According to Shostak, Apple’s policy “was definitely a challenge” for their customers to deal with in previous years. Knowing that App Store Connect wouldn’t accept updates or new launches has always affected year-end planning, he said. “In general, teams should sprint to finish sooner or plan for smaller updates.”

“Instead of trying to force as many features as possible before the holidays,” said Lupu Florian, “we focused on the most important ones and sought to complete them first, allocating more time to ensure quality and testing. By doing this, we have had more time to resolve potential issues before they even go into production.

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