Rollout.io, a company that had developed technology that allowed mobile app developers to update their apps without having to go through the App Store approval process, is now entering a new business after Apple cracked down on apps using its software. Today, the former TechCrunch Disrupt Battlefield finalistÂ has transitioned to a new product thatÂ allows developers to selectively roll out new features in their apps to subsets of users before deploying them the wider user base.
Rollout.ioâs original product was well-received, as it solved a problem that many app developersâ face â the need to quickly patch a bug or address a critical security hole in a timely fashion. The App Store approval processÂ can slow down getting those sorts of changes released to all users, and then it still relies on users updating the apps on their mobile device in order to see themÂ applied.
But Apple wasnât having it. In March, Apple began alerting developers that they would have to remove Rollout.ioâs code because it was not in compliance with its guidelines for developers. For Apple, the decision was likely about being able to control its ecosystem, in addition toÂ the possibleÂ security concerns that accompany being able to change apps without approval.
At the time, 2,000 app developers had installed the SDK, which was running on 80 million devices.
According to Rollout.io co-founder and CEO Erez Rusovsky, the companyâs new product â called Rox by Rollout â was alreadyÂ in development before Apple made itsÂ decision. But now instead of being a secondary offering, itâs the main one.
In fact, RusovskyÂ says the development of Rox was influenced by feedback from its existing customer base, who had manipulated the hot patching solution to deploy new features safer and faster.
The idea of selectively rolling out features to a portion of an appâs users is something larger companies like Facebook and Twitter do all the time. Often, these are staged rollouts that give the company time to fix issues before a wider release, though other times they are more like A/B tests where the company can see how the subset of the user base responds to aÂ new feature.
With Rox, mobile app developers have a similar option.
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âRox usesÂ continuous feature deployment, which does not inject new code, but rather turns on/off existing…