Mickael Romaniello
30 minutes, no slides, nothing to prepare.
Mickael Romaniello
30 minutes, no slides, nothing to prepare.
From concept to publication. One dedicated expert, 12 years of experience.
In short: ios app development for Melbourne (5,078,193 residents) means a project driven by a senior expert — not an agency. Direct communication, ownership of the code, published on App Store and Google Play within weeks.
It is the question nobody asks a freelancer and the one worth asking first. My answer is three concrete things: the code sits in a repository in your name from day one, decisions are written down rather than kept in my head, and the store accounts are yours. Another developer can pick it up without me. That is not a promise, it is an arrangement — and you can check it in the first week.
You do, entirely, and from the start rather than at the end. The repository is opened in your name, you have access during development, and there is nothing to claim at delivery. The same goes for the designs and the store accounts. The only thing worth discussing is if you want to reuse a component I wrote elsewhere — I say so before using it, not after.
We fix it and resubmit, and that is part of the project. A rejection is not a rare accident: Apple checks dozens of points, and the common reasons are predictable — a test account that does not work, a permission requested with no explanation, an advertised feature that is not there yet. I deal with those before submitting, which guarantees nothing but avoids most of it. You never have to handle the exchange with the reviewer.
Yes, and you should know that before building on one. Apple and Google can remove an app that breaks their rules, and they change those rules regularly. Abrupt removals mostly hit apps that collect data without saying so, copy a brand, or have not been updated in a long time. It is also why a web presence stays useful alongside: nobody can take that one away from you.
It keeps running, and you keep everything needed to keep it alive: the code, the accesses, the signing keys, the documentation. I do a written handover rather than a file transfer — what was built, why, and where the traps are. It is half a day of work that saves whoever comes next several weeks of reverse engineering, and I would rather we parted that way.
Before any quote, there is a list to gather: the code repository, the App Store Connect and Google Play accounts — in your name, not the provider's — the Android signing key, and access to the hosting and database. The signing key is the critical piece: without it, the app can no longer be updated, it has to be republished under a new identifier, and you start again from zero installs.
Wherever you decide, and it is a decision to take early because it is expensive to undo. For most projects a European host is enough and keeps GDPR simple. For health data the hosting has to be certified, which narrows the choice and weighs on the budget — better learned on the first call than on launch day. In every case, the accounts are in your name.
I know before you see the review. A crash reporting tool sends the error with the device, the OS version and the exact place in the code — with no personal data. Without it, you discover bugs through store reviews, which is to say too late and in public. It is one of the few things I set up on every project, however small, because it costs almost nothing and changes everything.
On the code side, yes: every released version is tagged and we can return to the exact state of a delivery. On the store side it is more nuanced — Google lets you halt a rollout, Apple expects a fix to be published. The real protection is upstream: a staged rollout on Android, a real testing phase, and updates small enough that you know what broke.
It works, then it degrades slowly, and one day it stops launching. iOS ships a major version every September, Android every year, and each one breaks something. An app left alone for eighteen months usually costs more to bring back than the maintenance would have. You can stop — it is your call and I will not bill you a subscription for nothing — but decide it knowingly.
Look around a meeting room in Melbourne.
What do people put on the table?
iPhones.
If you are targeting professionals, decision-makers, or executives, the Apple ecosystem is essential.
In short, the iPhone is often the default device in the corporate world.
The environment is secure, closed, and controlled.
Building a native iOS app means ensuring your product fits perfectly into the daily lives of these users.
It means using the visual cues they are used to.
If your interface is messy, they will not trust your service.
I help you design and develop an iOS app in Melbourne that radiates professionalism.
An app that responds instantly, without friction, and enhances your brand image.
Launching an app costs money and time.
Should you launch on iOS and Android at the same time? Or start with iOS?
If you have a tight budget in Melbourne, starting with iOS is often the best choice.
The most important factor is profitability.
iOS users spend 2x more in-app than Android users.
They are more likely to pay for subscriptions, premium services, and in-app purchases.
By developing for iPhone first, we validate your business model faster.
Furthermore, the hardware ecosystem is controlled.
There are only a handful of recent iPhone models.
This significantly reduces development and testing time compared to Android and its thousands of models.
We can focus on what matters: value for the user.
A clear interface, optimal performance, zero bugs.
Once the iOS app is a hit in Melbourne and revenue is flowing, we use that budget to confidently fund the Android version.
Spoiler: this is the strategy Instagram and Clubhouse followed in their early days.
iOS development is about designing the perfect product for the most demanding clientele, before adapting it for the rest of the world.
The economy in Melbourne is evolving fast. Very fast.
Local businesses can no longer settle for a basic, aging website. Digital transformation is happening everywhere across Victoria. And mobile devices have become the absolute center of this shift. 🚀
In short: your clients live with their phones in their hands.
It is an unavoidable reality that most global web traffic comes from mobile devices. If your business in Melbourne is not easily accessible on their home screen, it is practically invisible to a massive chunk of your audience.
I help companies build this vital digital presence. Governments across Australia are pushing small and medium businesses to adapt to these new consumer habits, and funding digital growth.
The observation is the same everywhere. The residents of Melbourne want to order, book, or find information with a single tap, whether they are on their couch or commuting.
Melbourne, like Sydney, is most of a day ahead of me — between eight and ten hours depending on the season, since our two countries move their clocks in opposite directions. The projects that work best across that gap are ones where each week has a defined deliverable you can review in your morning and I can act on in mine. Anything needing constant back-and-forth is better off with someone in your timezone, and I will say so.
What makes the difference is not effort, it is structure. Written decisions rather than remembered ones, questions batched rather than dripped out one at a time, and a build you install yourself instead of a demo you watch. With those three habits the gap turns into an advantage: work happens overnight, and you start each day with something new to react to rather than waiting for it.
Melbourne's design and creative sector shows up in the briefs I get from there, which are often unusually well specified visually and less so functionally. That is a good problem. It means we can skip the arguments about colour and type entirely, and spend the time on the questions that actually decide whether an app is good: what happens when there is no connection, what the user sees while something loads, and what the error message says when it fails. Those are rarely in a design file and they are most of the experience.
One practical note on the store side. Australia is its own storefront with its own pricing, tax treatment and localisation expectations, and Australian English differs from both British and American conventions in small visible ways. Getting the spelling and date format right is trivial if decided at the start and slightly embarrassing if noticed by users after launch, which is reason enough to settle it in the first week.
With Invent Better you get an installable build every two weeks, even when it is incomplete. That is the difference between following a project and waiting for one. You have access to the code repository from day one, and every decision is written down rather than remembered. A disagreement surfaces after two weeks, not at final delivery.
Software development is far too often treated as a terrifying black box.
In many traditional projects, you sign a massive specification document, you pay a hefty deposit, and then you just wait. For months, you receive nothing but vague updates. A few reassuring emails. A lot of "trust us, it is coming along great."
And then the day of the final big reveal in Melbourne arrives... and your heart sinks. The product looks and feels nothing like what you envisioned. But it is entirely too late, and your budget is completely gone.
The most important factor: when you work with me, that black box simply does not exist. Everything is entirely transparent.
Building an app is like building a house in Melbourne.
You do not start painting the walls before laying the foundation.
The key advantage of my method is transparency.
Step 1: Scoping.
We define exactly what the app will do. We list the features. And above all, we anticipate Apple's requirements.
Step 2: The developer account.
This is the time to request your DUNS number if you do not have one. It takes time, so we do it right away.
Step 3: Development in Swift.
I code the application brick by brick.
You do not wait six months in the dark. I give you TestFlight access very quickly.
TestFlight is your VIP access.
You install the work-in-progress app directly on your iPhone in Melbourne. You test, you give feedback.
Step 4: Preparation for App Store Connect.
We prepare the screenshots, the descriptions, and the famous data privacy questionnaire.
Step 5: Submission to Apple.
Apple processes 100,000+ app submissions per week.
Their team of humans will dissect our work.
The review period generally takes from 24 hours to a few days.
Step 6: The launch.
Your application is on the App Store. It is ready to be downloaded.
Zero improvisation.
The healthcare sector demands absolute rigor.
A client contacted me to create a connected medical tracking app.
On iOS, health has its own ecosystem: HealthKit.
The goal was to synchronize Apple Watch data (heart rate, sleep) with a simple and secure patient interface.
The key advantage here is the data protection offered by Apple.
We built a completely native architecture in Swift.
Security and privacy had to be flawless to pass the App Store review.
Apple is extremely strict about medical apps. nearly one submission in four is rejected, and this number is even higher for healthcare.
So we bulletproofed the permissions and the privacy questionnaire on App Store Connect.
The application was tested intensively via TestFlight by a small panel of patients.
The result?
Apple approval secured on the first try.
Today, the app holds a 4.8/5 rating on the App Store, driven by the ultra-smooth experience typical of iOS.
This is the level of excellence I apply for my clients in Melbourne.
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 Melbourne 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 Melbourne, 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 Melbourne, the "Available on the App Store" badge immediately reassures the client.
Twelve years ago, I launched my very first mobile application. Phones have changed since then, but my job remains the same: turning ideas into concrete tools.
From my office in Cannes, I help entrepreneurs and SMBs design iOS and Android apps that make real sense. I don't just code for the sake of coding. I try to understand your business, your users, and your actual needs.
My goal is simple. Build an application that people will actually want to use every day. The key point: we build for them, not for us. Let's talk about yours.
Ready to launch your app in Melbourne?
You have the idea. You know your market in Victoria. Now, it is time to take action.
But not just in any random way. The key advantage of working together is absolute clarity. I will not sell you useless features. I will not make empty promises that I cannot keep.
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.