Mickael Romaniello
30 minutes, no slides, nothing to prepare.
Mickael Romaniello
30 minutes, no slides, nothing to prepare.
12 years of experience. 15+ apps delivered. One dedicated point of contact.
In short: I build iOS and Android apps for clients in London (8,982,000 residents) and across England. One single point of contact, 12 years of experience, delivery from concept to publication in 8 to 16 weeks.
I build mobile applications the way a craftsman builds a house. With solid foundations.
I've been doing this job for 12 years from Cannes, designing iOS and Android apps meant to last. I refuse sloppy work. The key advantage of this method? Your application won't collapse at the first Apple or Google update.
I create clean tools that are easy to maintain and ready to evolve alongside your SMB or startup. Work done with care is a profitable investment for the long run.
You have an app idea.
If your target audience in London expects premium quality, your choice of platform matters.
The most important factor is knowing where the value is.
iOS users spend 2x more in-app than Android users.
The Apple ecosystem attracts a customer base that is used to paying for quality, subscriptions, and premium services.
If you want to build an iPhone app in London that generates solid revenue, you need to target the App Store.
But be careful. You do not just walk into Apple's store easily.
You have to respect their rules. Their design standards. Their technical requirements.
I am a freelance iOS developer.
My job is not just writing lines of code.
Everyone wants their app on the Apple store.
But publishing an iOS application is a real journey.
The key advantage of this complex process is that it filters out bad apps.
First, there is the creation of the Apple developer account. And here comes the surprise.
If you are a business in London, you need a DUNS number.
The DUNS is the international ID card of your company.
Getting it can take between 2 and 4 weeks. It is best to know this on day one.
Then, we code. Cleanly. Following the rules.
Next comes the testing phase with TestFlight.
TestFlight is the rehearsal room for your application.
We can invite up to 10,000 testers before the official release.
This is where we hunt down bugs and tweak the experience.
Finally, the final boss: validation by the App Store.
Keep in mind that nearly one submission in four is rejected.
A poorly filled privacy form. A poorly explained paid option. A missing test account.
Apple lets nothing slide.
Validation takes between 24 hours and 7 days.
This is why having an iOS expert in London is not a luxury.
I know these rules by heart.
My goal is to help you avoid frustrating back-and-forths with Apple reviewers so your app goes live as quickly as possible.
London is one hour behind me, which in practice means we work the same day — a question at ten is answered by eleven. It is the closest thing to working with someone in the same office that remote work allows, and it is why most of my English-language projects have been British ones.
That overlap is worth more than it sounds. On a project spread across a real timezone gap, a single misunderstanding costs a day: you ask, you wait, you get an answer that reveals a second question, you wait again. With London, the same exchange happens over a coffee break. Over a three-month build, that difference is not a convenience, it is several weeks of calendar time that never get lost to waiting.
London projects tend to arrive further along than most. People have usually done market research, sometimes have a designer already engaged, and often have a clear view of who the app is for. That makes my job narrower and more useful: not deciding what to build, but saying honestly what each part costs, which pieces can wait, and where the design as drawn will fight the platform rather than work with it.
The one thing worth settling early on any UK project is where the data lives and which rules apply to it. Since the UK left the EU it maintains its own data protection regime alongside GDPR, and if your users are spread across both, you are working under both. I am not your lawyer and will not pretend to be, but the practical consequences land in the architecture — where the database sits, what gets logged, how long records are kept — and those are decisions that are cheap on day one and expensive after launch.
You are launching your project in London.
And you are probably wondering who to work with to build your mobile app.
It is the first major decision you have to make. Some people think that to succeed, you absolutely need a big agency right around the corner. Others believe they should outsource to the cheapest team they can find overseas.
Both options come with serious tradeoffs.
A big agency will assign your project to a junior developer you have never met. An offshore team will deliver code you cannot read, three weeks behind schedule, with zero accountability.
The most important factor in the success of an app is not just the code. It is communication.
When you work with me, you get one dedicated expert with 12 years of experience and over 15 delivered projects. Not an account manager. Not a rotating team. One person who knows your project inside out.
With Invent Better, the person who understands your project is the person who writes it. No sales representative, no account manager in between, no handover between three teams. You talk to the developer from the first call through to launch. On a first product, where most of the decisions are made in the first six weeks, that proximity is worth weeks of calendar time.
You do not just hack together an iOS app.
To provide a smooth experience for your users in London, you must use the right tools.
In short, here is what happens under the hood.
I develop primarily in Swift.
It is the modern language created by Apple to replace the old Objective-C.
It is fast, secure, and prevents many crashes.
To build your screens, I use SwiftUI.
This is the future of design at Apple.
It allows us to create animated and responsive interfaces that adapt perfectly to all iPhone and iPad sizes.
For storing the data of your users in London, I integrate Core Data or CloudKit.
CloudKit is Apple's vault in the cloud.
Publishing an app with Apple requires anticipating their strict rules.
Spoiler: we do not discover the constraints at the end of the project.
The key point is to prepare the groundwork from the start.
First, the design.
We validate together that your idea respects Apple's guidelines for your target audience in London.
Then, the administrative steps.
You need an Apple Developer account. And a DUNS number to open it under your company name.
While the paperwork processes, I develop.
This is the intensive coding phase in Swift and SwiftUI.
Very quickly, we move onto TestFlight.
This is Apple's app that allows you to install test versions on your own phone.
We can even invite your first testers in London to gather their feedback before release.
Next comes the App Store Connect stage.
This is the dashboard where we configure your App Store listing.
We must fill out the privacy labels (what the app tracks or not) with surgical precision.
Finally, the submission.
Know that nearly one submission in four is rejected.
If this happens, do not panic.
We analyze the Apple reviewer's feedback, fix the blocking issue, and resubmit.
We move forward step by step until the official publication.
B2B does not always have to be just web-based.
An industrial company was looking for a solution to equip its sales reps in the field.
They all had iPads provided by the company.
The key point: they needed a robust app capable of working without an internet connection in warehouses.
Forget laggy hybrid web solutions.
We went with a large native iOS development.
Using Core Data allowed us to store the entire product catalog locally on the iPad.
The interface was tailor-made for the large screen, respecting Apple's strict ergonomic standards.
Deployment was done privately, bypassing the public App Store, using Apple's enterprise tools.
But the quality requirement remained the same.
We used TestFlight to have the pilot sales reps validate each step.
The app never crashes, even during massive data synchronizations.
Sales reps save time. The company increases its sales.
If your sales force in London is equipped with Apple hardware, a native app is the best possible investment.
Quotes for an iPhone app can vary by a factor of three, which mostly tells you they are not describing the same work. A very low price usually means no real Swift expertise and no working knowledge of App Store review. The cost of a rejected submission is not the rebuild — it is the launch date you miss.
You will find quotes ranging from low to triple in London for an iOS application.
If someone offers you an iPhone app at a ridiculously low price, be careful.
Creating for Apple requires real technical expertise in Swift and a perfect knowledge of the App Store.
In short, you do not just cobble together an iOS application.
Apple processes 100,000+ app submissions per week.
Their teams will not hesitate to block poorly finished or non-compliant apps.
A low-cost developer will ignore these rules to move faster.
The choice of platform also depends on your industry.
The key advantage of iOS is that it offers powerful native tools for certain sectors.
This is the king domain on iPhone.
With HealthKit, the app can read steps, heart rate, or sleep recorded by the Apple Watch.
This is a level of integration impossible to replicate elsewhere.
But beware, nearly one submission in four is rejected and Apple is uncompromising on health data management.
If you sell high-end goods in London, the iPhone is essential.
Apple Pay allows the user to pay with a glance using Face ID.
Zero forms to fill out.
They click, they pay.
Not to mention integration with Apple Wallet for loyalty cards.
The main argument here is security.
The Apple ecosystem is closed. There are fewer viruses and gaping flaws than on other open systems.
For an app that handles money in London, the "Available on the App Store" badge immediately reassures the client.
For a premium feel, native is king. The key advantage is the user experience, which will always be superior with Apple's technologies compared to a hybrid tool.
No, TestFlight is free. It is included in your a paid Apple Developer subscription.
nearly one submission in four is rejected. Often for untreated bugs, lack of value, or non-compliance with Apple's payment rules.
Yes, if you want the app to appear under your London company name on the Store. If you publish under your own name, it is not necessary.
Of course. It is highly recommended. iOS users spend 2x more in-app than Android users. The ecosystem is perfectly suited for it.
It depends on complexity. A simple V1 can take 4 to 8 weeks of code, plus the unavoidable time for account creation and Apple validation.
Yes. iOS evolves every year in September. We must ensure your code remains compatible with new rules and new iPhones.
It is the tool provided by Apple to draw screens. It is what allows us to rapidly code beautiful, responsive interfaces.
Yes, but Apple requires us to justify very clearly to the user why we need it. It is a matter of logic and respect for privacy.
It is demanding. Apple processes 100,000+ app submissions per week. That is why I handle this step for you, to guarantee a successful launch in London.
While you hesitate, your competitors in London are moving forward.
The mobile world moves fast. Very fast. Today, most global web traffic comes from mobile devices. If you keep pushing back the creation of your app, someone else will happily take your spot in England.
But be careful, do not confuse speed with haste. Launching an unstable application is the worst possible strategy.
In short: you have to act fast, but above all, you have to do it right. ⏳
30 minutes to start
Book →Most of my projects run remotely, and in practice that changes very little. We talk over video whenever you need to, not only at major milestones, and you can reach me with questions at any point during the project — I always answer.
Once we are working together, travelling to meet you on site can absolutely be arranged if your project calls for it. Travel costs are quoted separately, upfront and with no surprises.