App Launch Map

App Launch Map Field Guide Cover

Spend more time developing your app.

Creating an app is hard. Dealing with the uncertainty and overwhelm surrounding launches and updates can be even harder.

The App Launch Map Field Guide will help you find your audience, communicate with them effectively, reach out to the press, and more.

You're busy enough already, let the Field Guide save you a ton of time.

Ready for iOS 13 & macOS Catalina!


You know app development.
The Field Guide is for everything else.

The App Launch Map Field Guide is a comprehensive handbook that covers effective strategies for launching and updating macOS, iOS, and iPadOS apps. Whether youโ€™re an experienced developer or getting ready to release your first app, the Field Guide will walk you through the process of getting it all together, get it out the door, and get people using it.


Years of practical experience distilled into a single document.

When I started working with independent Mac and iOS developers in 2014 we navigated the maze of preparing for app launches the hard way: digging into the depths of the Internet for guidance, asking other app developers for their lessons learned, and even rushing to fix things after a rejection by Apple. The Field Guide is the product of all of that knowledge, broken up into small, easy-to-understand lessons.

The best part? You can take all the time you would have spent searching the web and fretting over what you might have missed and spend it working on your app instead.


A dynamic product with free updates!

The Field Guide doesn't stand still. I update it constantly with refinements based on your feedback and add material to cover what's new in the ever-changing landscape of Apple app marketing and logistics.

The good news: updates to the Field Guide will be free for existing customers. As the value of the guide goes up, so will the price, so right now is the best time to buy.

App Launch Map Field Guide Cover

Learn to tell your app's story effectively. Get more people using your app. Save a ton of time. Support a fellow indie. Free updates.

Hard to make it more compelling than that. ๐Ÿ™‚

Aleen with purple highlights in her hair.  The hair isn't really relevant to the Field Guide, but it's pretty!

Hi, I'm Aleen Simms

I'm a Seattle-based writer, podcaster, and generally opinionated person. I've helped Mac and iOS developers launch and promote their apps since 2014; now much of my time is spent updating the Field Guide so developers like you can release your apps faster, with as few headaches as possible.ย ย When I'm not busy with this work, I talk about creating and creativity on my podcast, Originality, geek out on various shows on The Incomparable Network, play Splatoon 2 and other games on Twitch, and extoll the virtues of a more fair, equitable, and kind world pretty much everywhere I go.