Thoughts on native development, shipping to the App Store, and building apps people actually finish downloading.
A working build isn't a submittable one. This is the checklist that runs between "feature complete" and "hit submit" on every app we ship.
Business"It depends" is a true answer, but not a useful one. Here's what actually moves the number, so you can tell early if your budget and your idea are in the same range.
Product StrategySix apps in Health & Fitness alone, each doing one thing. It looks like we're competing with ourselves. We're actually just placing better bets.
Product StrategyFour apps, four legal domains, one shared shell. Here's how templating a proven app idea across niches beat building one all-in-one reference app.
Product PhilosophyMost of our portfolio does exactly one thing. That's not a limitation — it's the whole strategy, and it's why users actually keep these apps installed.
ProductAfter shipping 17+ apps through App Store Review, the bottleneck is almost never the code. It's everything around it — here's what to get right early.
EngineeringFlutter and React Native promise one codebase for every platform. Here's why that trade rarely pays off for the kind of apps we build — and when it actually would.