You just published your app. Champagne.
Now what?
Many business owners think the work is done. That the app will run by itself for 5 years. Like a website.
Spoiler: a mobile app does not work that way.
A brand new car with no maintenance
Imagine buying a brand new car. Beautiful. Powerful. Perfect.
Then you never change the oil. Never get it serviced. Never pass inspection.
After 2 years, it stalls at a red light. After 3 years, it will not start.
This is exactly what happens to an unmaintained app. Apple and Google release an average of 4 to 6 system updates per year. If your app does not keep up, it breaks.
And when it breaks, it is not a small scratch. It is a black screen. A critical feature that stops responding. A payment that no longer goes through. Your users do not warn you. They leave. And they do not come back.
Updates are not optional
Every year, Apple releases a new version of iOS. Google releases a new version of Android.
The most important factor: these updates change the rules. What worked yesterday can crash tomorrow.
A concrete example: in 2024, Apple imposed new privacy rules. Thousands of apps had to be modified urgently or face removal.
According to the App Store Review Guidelines, Apple can remove apps that have not been updated in too long.
Google does the same. Since 2022, the Play Store hides apps that do not target a recent Android version. Your app is still online, but nobody can find it. It is like having a shop open on a street that has been closed to traffic. Technically, you exist. In practice, you are invisible.
Technical debt: the invisible termite
Technical debt is like termites in a house.
You cannot see them. Everything looks solid. But inside, the structure weakens day after day.
Every shortcut taken during development accumulates. Every postponed update adds a crack. One day, everything collapses.
The key advantage of regular maintenance: you fix small problems before they become disasters.
What it really costs
The 70/30 rule:
- 30% of total budget = building the app
- 70% of total budget = maintenance over 3 years
It is a matter of logic. Systems evolve. Users change their habits. Security vulnerabilities appear.
A typical maintenance budget is 15 to 20% of the initial cost per year. That is the price of an app that stays alive, fast, and secure.
In concrete terms, what does that include? Compatibility with new iOS and Android versions. Bug fixes reported by users. Security updates for third-party libraries. Small improvements that keep your users engaged. Without this, your initial investment melts away like snow in the sun.
Signs you are neglecting your app
Check these 4 points:
- Your last update was more than 6 months ago
- You do not know your current crash rate
- Your store rating is slowly dropping
- Users are complaining about slowness
If you check 2 or more boxes, it is time to act.
Take a step back. Breathe. And plan. Regular maintenance means at least one update per quarter. A security audit once a year. And ongoing monitoring of user feedback. This is not a luxury. It is survival.
In short: an app lives. It breathes. It needs regular care. Otherwise, it dies quietly in the stores.
Does your app need a health check? Book a 15-minute call to assess the situation.