This is a brilliant, sobering article about the realities of being an app developer, especially if you rely on a single route to market via the App Store. There are plenty of lessons, but the most important is to plan your marketing strategy for long term development and allocate a decent budget to your marketing activity (see the lesson from the Clash of the Clans developer!). It’s too easy to forget about this stuff when the going is good, or to fail to invest adequately when times are tough.

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