Apptimize
Apptimize deal: Exclusive Apptimize access
Apptimize pioneered mobile A/B testing — today its tech lives on inside Split.io and Harness.
- Unified Feature Management & Experimentation
- Mobile-First Testing Capabilities
- Enterprise-Grade Infrastructure
- Integrated Analytics & Insights
Apptimize is a historically capable mobile experimentation platform, but it is no longer a standalone buyable product, directing users to an enterprise successor with opaque pricing and likely longer implementation.
- Deal Strength3.0/10
INPUTS state 'access_only — affiliate/partner access, no verified public discount (CAP dealStrength at 3)' and 'SAVINGS CLAIM: none'.
- Value for Money5.0/10
Pricing is 'Contact sales' with no public tiers; editorial summary indicates the standalone product is no longer sold, successor (Split/Harness) is enterprise-focused, placing it at a typical enterprise category norm.
- Capability8.0/10
Editorial summary describes historically 'excellent mobile experimentation tool' with native mobile SDKs, visual editor, feature flags, instant updates, and depth scores of 9.0 for mobile A/B and 8.5 for feature flagging, indicating broad, few gaps.
- Time to Value3.0/10
Editorial summary notes the product is no longer sold; new buyers must evaluate a successor (Split/Harness), which is an enterprise platform likely requiring sales contact and implementation, suggesting a steep, weeks-to-value process.
- Trust & Reliability5.0/10
Product was acquired by Split.io (2020) and then Harness (2022), used by well-known brands, but no uptime/SLA or recent review consensus data is provided; evidence is thin, scoring conservatively at generally positive.
- Flexibility & Exit3.0/10
Pricing is contact sales only, typical of enterprise tools with annual contracts; editorial summary does not mention cancellation or data export terms for the successor, suggesting likely annual lock-in and awkward export.
About Apptimize
- What it was: Mobile A/B testing, feature flags, and instant updates for iOS, Android, and web.
- What happened: Acquired by Split.io in 2020; Split.io was later acquired by Harness in 2022.
- Can you still buy it? No — the Apptimize brand and SDK are effectively part of Harness Feature Experimentation today.
- Best successor option: Split (split.io) / Harness Feature Experimentation for enterprise feature flagging and experimentation.
- Verdict: Wait — there's nothing new to buy under the Apptimize name; evaluate the successor or a current competitor.
What is Apptimize?
Apptimize was a mobile-first A/B testing and feature experimentation platform founded in 2013 in San Francisco. At a time when most testing tools (Optimizely, Google Optimize, VWO) were built primarily for web, Apptimize bet hard on the idea that iOS and Android apps needed first-class experimentation — including native SDKs, on-device variant rendering, and the ability to ship changes without waiting on App Store review.
The product combined three capabilities into a single SDK:
- A/B testing for UI, copy, pricing, and onboarding flows on real devices.
- Feature flags to decouple deploy from release.
- Instant updates — runtime content changes that bypass the app store approval cycle, sometimes marketed as "dynamic variables."
Apptimize was used by well-known consumer brands including Condé Nast, Viber, and HotelTonight, and was frequently cited as a credible alternative to Optimizely for product teams that cared more about mobile than web.
From startup to acquisition
In September 2020, Apptimize was acquired by Split.io, a server-side feature flagging and experimentation company. Then, in November 2022, Split itself was acquired by Harness, the CI/CD and feature platform. The Apptimize SDK and tooling are now part of the broader Harness Feature Experimentation product line, which is what Split.io offers today.
Key features Apptimize was known for
Native mobile SDKs
First-class iOS, Android, React Native, and Unity SDKs that rendered variants on-device — a real differentiator versus web-first tools shoehorning mobile into a webview.
Visual editor
WYSIWYG editor for non-engineers to launch tests against UI text, layout, and color without redeploying the app.
Feature flags
Targeted rollouts, kill switches, and percentage-based releases — overlapping heavily with LaunchDarkly and the original Split product.
Instant updates
Runtime content changes (marketing copy, pricing, promos) shipped without an app release — predating many of the "remote config" features that Firebase and LaunchDarkly later added.
Audience segmentation
Behavior- and attribute-based targeting to slice users by device, geography, version, or custom traits.
Stats engine
Built-in significance calculations and Bayesian/Frequentist reporting for both product and marketing experiments.
Apptimize pricing (legacy)
Apptimize historically did not publish public list pricing. Based on public customer reports and review sites (G2, Capterra) from 2018–2020, the tiers generally looked like this:
- Starter: from roughly ~$500–$1,000/month for small teams and limited MAU.
- Growth: typically ~$2,000–$5,000/month, scaling with MAU and feature flag volume.
- Enterprise: custom-priced, six figures annually for high-MAU consumer apps.
Because Apptimize is no longer a buyable product, these tiers should be treated as historical context only. For a live quote, ask the successor vendor (Split / Harness) for a comparable plan.
Apptimize vs alternatives
If you're evaluating Apptimize in 2026, you're really choosing between the platform that absorbed it (Split / Harness Feature Experimentation) and a handful of modern competitors. The table below uses publicly known product positioning, not pricing you should assume is still accurate.
| Tool | Best for | Mobile-first? | Feature flags | Typical starting price |
|---|---|---|---|---|
| Apptimize (now Split / Harness) | Mobile experimentation with feature flagging | Yes (original strength) | Yes | Custom — successor priced via Harness |
| Optimizely | Enterprise web + mobile experimentation stack | Partial — web-first roots | Yes (Opal/Feature Experimentation) | From low four figures/month |
| LaunchDarkly | Developer-led feature flagging at scale | Yes | Yes (their core product) | From ~$10/mo Pro, custom Enterprise |
| Firebase Remote Config + A/B | Mobile teams already on Firebase / Google Cloud | Yes (mobile-native) | Limited vs dedicated tools | Free tier available, usage-based above |
Who Apptimize was (and is now) for
✓ Pick the Apptimize lineage if you:
- Run a high-MAU iOS/Android app and care about on-device variant rendering.
- Want feature flags, A/B testing, and remote config in one SDK.
- Are already a Split or Harness customer and want the mobile heritage baked in.
- Need to ship copy/pricing/content changes without an app release.
✗ Skip if you:
- Need a brand-new, standalone product called "Apptimize" — that is not available in 2026.
- Are a pure-web team (Optimizely, VWO, or Google Optimize successors will be a better fit).
- Want a self-serve, transparent, low-cost plan — neither Apptimize nor its successor was historically cheap.
- Need open-source / on-prem — Apptimize was always SaaS.
How to evaluate the Apptimize successor in 2026
- Step 1 — Confirm scope.
Decide whether you need feature flagging, A/B testing, remote config, or all three. Apptimize's original sweet spot was all three on mobile — the Split/Harness stack still claims that.
- Step 2 — Book a Split / Harness demo.
Ask specifically about the Apptimize feature set (on-device variant rendering, instant updates) and how it's exposed inside Harness Feature Experimentation today.
- Step 3 — Pilot on one app release.
Stand up the SDK in a non-critical build, ship a single feature flag and a single A/B test, and measure SDK overhead and time-to-first-experiment.
- Step 4 — Compare against a current alternative.
Run a parallel evaluation against LaunchDarkly (flags) and Firebase Remote Config + A/B (mobile-native) so you have a live benchmark.
- Step 5 — Negotiate on MAU and flag volume, not seats.
Like the original Apptimize, pricing scales with mobile MAU and feature flag volume — push for caps and overage terms in writing.
The Apptimize platform is now part of Split / Harness. The closest live product is Split's feature experimentation and feature flagging platform — start there if Apptimize was on your shortlist.
Get started with Split.io →Final verdict
Apptimize was a genuinely important product — one of the first to take mobile experimentation seriously at a time when "A/B testing" still mostly meant web. Its combination of native SDKs, feature flags, and instant updates set a template that Firebase, LaunchDarkly, and the broader industry have since followed.
But in 2026, Apptimize is not a thing you can buy. The product, team, and technology are part of Harness via the Split acquisition. Our verdict is therefore wait: there is no standalone Apptimize decision to make. Evaluate Split / Harness Feature Experimentation for the closest live option, or compare against LaunchDarkly and Firebase if your priorities are simpler or more budget-constrained.
Capabilities
- • Feature flags & toggles
- • A/B & multivariate testing
- • Mobile app experimentation
- • Server-side evaluation
- • Real-time audience targeting
- • Statistical significance testing
- • Experiment analytics dashboard
- • SDKs for major languages
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Frequently asked
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