Earlier this year Apple released its brand new and eagerly anticipated iOS system update, iOS 13.
"iOS 13 is faster and more responsive with optimisations across the system that improve app launch, reduce app download sizes and make Face ID even faster."
Apple Inc, 19th Sept 2019
The new system update was meant to fix all the problems iPhone users didn't know they had, but it fell short as many loyal users were left out in the cold.
At the beginning, iOS 13 caused a stir within the iPhone community as it promised new dark-mode options, revamped Apple maps and improved security features. Everything iPhone users wanted and everything the industry was calling out for. The update was meant to reinforce Apple's customer-focused usability features, showing other companies how it's done, and cementing the reason as to why Apple topped Forbes Most valuable global brands list for the 9th year in a row.
But iPhone users were left in the dark as the newest update filled users' phones with bugs. Specialist iPhone site iPhonesoft.fr revealed that the newest update was dropping support to iPhone 5, iPhone 6 and iPhone 6 Plus. This was bad news for Apple as their iPhone 6 range is the highest-selling range so far with 220 million units being sold.
In response to the almost immediate customer backlash, Apple ran around trying to fix all the issues the newest update had caused, encouraging users to download iOS 13.1. But it didn't end there for Apple. Three days later iOS 13 1.1 was released and then iOS 13.1.2. To the rest of the industry, Apple appeared to be fighting fire with only one bucket of water as they attempted to minimise as much damage as possible.
However, problems concerning app integration and security prevailed and iPhone users started to lose faith in the once prestigious brand. Many customers opted to switch to fellow competitor Huawei, regardless of the US trade restrictions. Consequently, Apple's iPhone sales dropped while Huawei smashed revenue targets and achieved a 24.4% level of growth in 2019 so far.
With competitors such as Huawei and Samsung lapping at the feet of Apple's empire, and users showing less brand loyalty than ever before, Apple's fragile iOS updates might spark their eventual downfall unless they start taking action.
We all know that Apple is good at understanding its audience, and its new iOS 13 features reinforced their customer-focused development. But regardless of additional features or user-centred marketing campaigns, Apple failed to perform the last step required to have a successful, bug-free launch. Testing.
Why is testing important?
Let's look at it this way, would you drive a car or board a plane that hasn't been tested before? How would you know that the car brakes work or that the plane will be able to take off if it hasn't been previously approved as safe and functional by industry experts?
Apple made this exact mistake and failed to test or didn't test thoroughly enough to ensure no bugs would affect user experience. And they aren't alone, so far Digivante has yet to uncover a website or app that doesn't have conversion blocking or user experience impacting bugs, uncovered through website testing.
There can be multiple reasons as to why testing is backlogged. Perhaps a lack of testing knowledge, lack of time or resources, or maybe the company relies on biased internal testing teams.
Getting your internal teams to performing testing might seem like a fool-proof way of fixing bugs, but these users don't accurately represent actual customers with real customer-journeys and are less likely to highlight bugs due to work-based pressure. We explain this problem to our clients this way - 'Would you ask a student to mark their own work?'. The answer would naturally be no as it's likely that the student would change their answers or lie during the test. This concept is the same for website testing.
You shouldn't use internal teams to conduct your testing. Instead, we advise you to use external, non-biased website testing experts, who can mimic real user journeys and offer valuable customer insights. External companies also have greater access to browser and device combinations, along with more time to authenticate and organise your bugs into a prioritised list to action.
Digivante does this for you. With a community of 55,000 app and website testing experts around the globe, we have access to hundreds of different devices ensuring complete and quality website testing. With clients such as Audi, Gymshark and Discovery Channel, Digivante has a proven website testing track record, with only the highest quality testers working for us.