Why do apps need ongoing maintenance?

All software has bugs. Even the most robust testing can't catch everything, especially once your app is out in the wild and being used in ways you didn’t anticipate. Whether it’s a navigation issue, crashing screen, or payment glitch, bugs impact user experience - and your reputation.

According to Startups Magazine, most developers spend at least 25% of their time fixing bugs. That’s not a sign of poor quality, it’s just part of the lifecycle of any digital product.

To stay ahead of potential issues:

• Monitor app store reviews and feedback
• Set up crash reporting and performance monitoring tools
• Create a feedback loop using surveys or in-app prompts
• Engage with users who report issues and fix them quickly

Bug-fixing is usually covered by a support retainer or outlined in a Service Level Agreement (SLA) with your development agency. These agreements define expectations, including turnaround times for addressing critical issues.

Don’t underestimate this phase. Swift responses to bugs build trust and show users you’re invested in their experience.

App maintenance isn’t just about reacting, it’s about staying prepared. Your app needs regular updates to keep up with evolving operating systems, frameworks, and security protocols.

Security is non-negotiable. Regular audits ensure your app is protected against emerging threats and complies with best practices for user data and system integrity.

This includes:

• Supporting the latest security patches
• Updating dependencies and libraries
• Ensuring secure API integrations
• Conducting penetration testing (sometimes with a third-party expert)

Users trust you with their data. Ongoing security updates protect that trust and your brand.

We explain this topic more thoroughly in our Guide to App Security and Data Privacy.

Once your app is stable and secure, the next step is optimisation. This means tracking performance, analysing behaviour, and fine-tuning the experience.

User expectations evolve, and so should your app.

• Conduct usability testing and analyse user flows
• Update your interface to reflect modern design trends
• Improve accessibility (e.g. contrast ratios, touch targets, screen reader support)

Even small tweaks can improve engagement and reduce churn. Listen to user feedback, especially app store reviews, and respond with meaningful updates.

Ongoing growth is the final and most exciting stage of app maintenance. If your app is already delivering value, how can it do more?

This might mean:

• Adding new features that improve engagement
• Expanding your app’s purpose with fresh functionality
• Integrating new services or APIs
• Personalising content or user journeys

Before going all in, consider A/B testing or feature flags. These techniques let you trial updates with smaller audiences before a full release, minimising risk while gathering valuable data.

Successful growth updates can:

• Attract new users
• Increase in-app spending
• Strengthen brand loyalty
• Open up new revenue streams

Just be sure your foundational maintenance is in place first. Growth should never come at the cost of stability.

So, how much maintenance is enough? That depends on your app’s goals, complexity, and audience expectations. Here’s a quick way to look at it: