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Guess what. There is no such thing as a finished app. You'll be fixing bugs, adding new features, or responding to competition on a consistent basis. To get the newest version of your app to your users, all you have to do is upload it to Apple for review, much like the first time you publish your app. After Apple's approval, all users who have your app installed on their device will see that an update is available (see Figure 8.6). This seems simple and obvious but updates are a huge marketing opportunity.

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FIGURE 8.6 App updates on the App Store app.

When you push out an update, a portion of your users will download this new version of your app. Based on your user base, the number of people downloading your update could surpass your regular daily traffic. I've seen many updates that increased my daily traffic by 5 to 10 times. So, if you have 10,000 downloads per day, your update could add 50,000 to 100,000 additional downloads that day. These will not count for your ranking and not every user opens up your app after an update, but your daily traffic can double even if a small percentage of users decides to check out your update. This will cause a spike in your income and remind the users about your app.


  

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