In app development, “Ship” means to release a product, feature, or update to real users. It marks the point when work moves from internal development to public or customer-facing use.
Why It Matters
- Turns ideas into impact — no value is created until you actually ship
- Allows you to get real feedback and iterate quickly
- Drives momentum by getting your product in front of users faster
- Reduces perfectionism delays and helps validate with the market
Use This Term When...
- You’re planning your first launch or MVP release
- You’re preparing to push a new feature or app version live
- You’re aligning teams around delivery milestones
- You’re tracking timelines for App Store or Play Store submissions
- You’re reviewing post-launch tasks like feedback collection or bug tracking
Real-World Example
In one of our projects, we adopted a “ship early, ship often” mindset to release core features quickly and gather real user feedback. This approach accelerated learning, reduced risk, and allowed us to iterate based on actual user needs.
Founder Insight
Founders often wait too long to ship, chasing a perfect version that delays growth. It’s better to ship early, learn fast, and improve — real users are your best source of progress.
Key Metrics / Concepts
- Time to Ship – How long it takes from idea to live release
- Deployment Frequency – How often new updates or features are shipped
- Rollback Rate – How often shipped features need to be reversed
- User Adoption Post-Ship – How quickly users engage with the new release
Tools & Technologies
- Git / GitHub Actions – For version control and automated deployment
- CI/CD Pipelines (e.g., Bitbucket, Jenkins) – Streamline code shipping processes
- App Store Connect / Google Play Console – Platforms to ship mobile app updates
- Feature Flags (e.g., LaunchDarkly) – Control which users see a shipped feature
What’s Next / Future Trends
Shipping is becoming more continuous, with tools enabling daily or even real-time releases. Expect faster deployment cycles, smarter feature gating, and tighter feedback loops powered by analytics and user testing.
Related Terms
Deployment – The technical process of making updates live
Version Control – Systems for managing code changes before shipping
MVP – A minimum version of your product that’s ready to ship
Sprint – Often ends with a feature ready to ship
Quality Assurance – Ensures shipped features meet usability and stability standards
Helpful Videos / Articles / Pages
Blog: Development Sprint
Blog: Should I Sell My App or Not? The Free vs. Paid Debate
Call to Action
Getting ready to ship your next release? Book a discovery call and we’ll help you plan, polish, and push live with confidence.