Mobile Apps Don’t Fail – They Age: Explained by a CTO

Mobile applications rarely fail overnight, but they do age. As user expectations change and platforms evolve, growing security requirements mean that most apps need a fundamental rethink within five to seven years. This is a pattern Vitalis Kavaliauskas, Chief Technology Officer at Baltic Amadeus, often sees in practice.

Drawing on project experience, he outlines why apps become outdated, which changes matter most, how far ahead companies can realistically prepare, and the role AI plays in development today.

The natural lifecycle of a mobile application

‘There is no official definition of a mobile app lifecycle, but in practice, most applications follow a five- to seven-year cycle,’ explains Vitalis Kavaliauskas. ‘This is a pattern that consistently appears across projects and industries.’

In some cases, however, applications can become outdated much sooner – even within two to three years.

One important point to keep in mind is that apps are usually not ‘perfect’ at launch. According to the Baltic Amadeus CTO, this is both normal and expected. Early versions usually offer fewer features and are often better received by users because they are simpler and easier to use.

In most cases, the lifecycle begins with a Minimum Viable Product (MVP) or an early version of the app. Companies launch a simplified solution to test whether mobile is a viable channel and to observe how users respond. These early versions typically remain in use for around a year. After that, the application is either actively expanded and improved or gradually phased out and prepared for replacement, depending on the company’s business strategy.

Why user expectations drive change

User expectations are one of the main reasons why mobile applications become outdated. ‘Users adapt very quickly to new digital standards,’ says Kavaliauskas.

They do not compare an app only with its direct competitors. Instead, users measure their experience against global market leaders such as Google, YouTube, and Revolut. Large platforms set new norms for usability and interaction: from navigation gestures to overall convenience and ease of use.

As a result, features and design patterns that felt modern just a few years ago can now appear outdated or inconvenient. The Baltic Amadeus CTO believes that operating systems and major platforms have the strongest influence, as they introduce technological changes and new user experience patterns at the same time.

Technology, platforms, and security as hidden forces

‘While user expectations play a key role, mobile apps are also shaped by changes in operating systems, app platforms, and security standards. App Store and Google Play rules evolve over time, and technologies or practices that once worked well may later be discouraged or no longer allowed – putting apps at risk of being removed from stores if they are not updated,’ Kavaliauskas notes.

Security requirements add further pressure. Encryption methods and algorithms that were once considered safe can become outdated and must be replaced, while new rules around security, privacy, and business continuity often affect not only the app itself, but also the internal systems behind it.

In the EU, this broader regulatory landscape includes frameworks such as DORA and MiCA, which are set to raise expectations around security and resilience.

Importantly, these shifts rarely happen overnight. New platform rules, operating system updates, and regulations are usually announced well in advance. Kavaliauskas points out that companies often see these changes coming two to four years ahead, while developers can test new operating system versions months before they are officially released.

Mobile apps are only the tip of the iceberg

Mobile applications are usually updated on a regular basis, with improvements or new features introduced every few months or quarters. However, Kavaliauskas explains that a mobile app is often only the tip of the iceberg. What users see on their screens is connected to multiple backend layers and internal systems. Once work begins on updating the app, these underlying systems are often revealed to be outdated and in need of modernisation.

‘As a result, what starts as a simple app update can quickly turn into a much larger digital transformation project,’ explains Kavaliauskas. ‘It may affect internal systems, integrations, and processes across the entire organisation.’ One of the main reasons companies delay major updates is the state of their internal systems. Modernising them usually takes far more time and effort than updating the mobile app itself.

Financial factors also play an important role. Large-scale updates and modernisation projects require significant investment, which can slow down decision-making and push renewal plans further into the future.

AI as an accelerator, not a replacement

According to the CTO, AI is already part of mobile app development and has been used for some time, mainly as a supporting tool for developers. It helps speed up certain parts of the process, but it does not replace developers when building complex applications.

Kavaliauskas notes that it is unrealistic to expect AI to independently create business-critical applications, such as self-service platforms or apps, without human involvement. ‘AI can support the process, but it cannot replace developers when it comes to complex business logic,’ he says. ‘Based on early tests and practical Baltic Amadeus experience, AI can speed up development work by around 30%.’

This improvement comes from automating repetitive tasks and assisting developers, rather than replacing them. Human decision-making remains essential, especially when it comes to application architecture, business logic, and more complex functionality.

Final thoughts: Mobile-first in business sectors

With 62.45% of online activity now happening on mobile devices used by 60–82% of potential users, mobile has become the primary digital touchpoint for many businesses.

The Baltic Amadeus CTO emphasises that ‘this shift has long made mobile-first the standard approach for B2C companies, with some organisations now moving even further toward mobile-only models.’

At the same time, the importance of mobile-first depends on the business sector. For B2B companies, mobile-only approaches are less common and often less practical. In markets such as Lithuania, organisations are not yet fully ready to rely exclusively on mobile, and web channels continue to play an important role alongside mobile apps.

‘Ultimately, mobile apps do not fail – they age. Regular updates, secure mobile app development and smart technology choices can help extend their lifetime and keep them relevant,’ he concludes.