Continuous deployment (CD) is second nature for web and backend systems, where updates roll out instantly, and users see new features without delay. But in mobile development it’s a whole different story - from app store reviews to user-controlled updates, mobile CD comes with unique hurdles that demand a different approach.
This article dives into the challenges of mobile CD, the strategies we’ve used to overcome them (based on experience from a range of industries), and how we’ve managed to make it work effectively.
The mobile release process: updates aren’t instant
In web and backend environments, continuous deployment means you can push multiple updates a day, making CD ideal for fast-paced iteration. Users instantly see the latest features or fixes as soon as they load the page, allowing development teams to address any issues on the fly.
Mobile development, however, doesn’t offer this same flexibility. With each release, the app’s new version has to be downloaded and installed by the user, adding several layers of complexity to the deployment process.
There are industries where regular updates are crucial. For example, in one of our healthtech projects, where timing was critical for patient-facing features, we planned for frequent, rapid updates to ensure the best user experience. But even with a smooth release process, updates typically took 24 to 48 hours to reach the majority of users. Some users didn’t have automatic updates enabled, meaning they continued using older versions for days—or even weeks. This highlighted the need for proactive planning and stability since mobile doesn’t allow for an instant rollback if there’s an issue. Once an update is live, it’s there for users to interact with until the next one is downloaded.
App store reviews: dealing with unpredictable delays
Web apps don’t face this hurdle, but in mobile development, every update has to pass through an app store review process. Both the App store and Google Play store add this step, and while Apple has historically been more thorough, both platforms now average about a day or two for most updates. However, reviews can vary widely depending on the type of update, the app’s history, or even the season—holiday periods often bring more delays due to higher submission volumes.
This means that mobile teams must account for this extra layer of timing and prepare for the occasional unexpected delay. For time-sensitive updates or seasonal features, it becomes essential to plan releases with buffer time for app store review, and to communicate this dependency to stakeholders. In mobile, review timing is a significant factor in product strategy.
Mitigation strategies: balancing speed with safety
To navigate the unique challenges of mobile CD, we’ve used a few strategies across various projects to keep deployments smooth while managing risk. Here’s what has worked well in practice:
Phased rollouts: Start small, scale gradually
For a fintech startup, phased rollouts became essential for managing user updates effectively. Instead of releasing to the entire user base at once, we’d start by rolling out the update to a small percentage—say, 10%—and monitoring for any potential issues. If the release went smoothly, we’d gradually expand the rollout to larger groups until the update reached all users.
In mobile, there’s no way to roll users back to an earlier version. For example, if a user downloads version 2.1, they can’t revert to 2.0. Phased rollouts allowed us to limit the potential impact of issues by reaching only a portion of users first. If issues arose, we could quickly address them in a follow-up release rather than impacting the full user base.
Beta testing with engaged users
Beta testing with a dedicated group of power users is another effective approach we’ve used to support mobile CD. These users are usually enthusiastic about trying new features and don’t mind testing updates. For example, in an entertainment project, we launched beta updates for two or three days, allowing testers to provide valuable feedback before the update went live for all users. Engaging this beta group helped us ensure stability while still getting real-world feedback on new features and UX.
For industries where stability is critical, such as healthtech, this approach allowed us to gather feedback from real users without affecting the main user base. It’s a strategy that adds an extra layer of assurance to the CD process.
Feature toggles and dynamic updates
Feature toggles are a valuable tool for managing CD, allowing us to control which users see new features without needing a full app update. By using a platform like Firebase, we could toggle features on or off for different segments, and even conduct A/B testing. For some projects, especially in traveltech, we used this to roll out features slowly, assessing user feedback in stages.
For apps built with frameworks like React Native or Flutter, dynamic updates allowed us to deploy minor changes without needing app store review. However, we applied this sparingly; the app stores have strict guidelines, and using dynamic updates excessively could risk app visibility. We’d use this method only when absolutely necessary, such as for urgent fixes, while planning a full, reviewed update for the follow-up.
Conclusion
Continuous deployment in mobile development requires a different mindset. The mix of app store reviews, delays in update distribution, and the dependence on user-initiated downloads means that mobile CD requires balancing speed with caution. Phased rollouts, beta testing, and feature toggles all help bridge the gap, allowing for faster updates while minimizing risks.
In mobile, CD isn’t just about getting updates out quickly—it’s about managing the unique challenges that come with app distribution, reviews, and maintaining consistency across devices. As we’ve seen across healthtech, fintech, traveltech, and entertainment projects, success in mobile CD is rooted in planning ahead, managing expectations, and ensuring that the right checks are in place for a smooth release.
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