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Cross-Platform App Development: The Key to Reaching a Wider Audience

Today we’re talking about cross-platform app development; a vital consideration to ensure your app works across devices and doesn't limit your audience. We’ll cover exactly what cross-platform app development means, ways to approach the available routes and some trends to factor in for the future. Let’s get coding!

Today we’re talking about cross-platform app development; a vital consideration to ensure your app works across devices and doesn't limit your audience. We’ll cover exactly what cross-platform app development means, ways to approach the available routes and some trends to factor in for the future. Let’s get coding!

Definition of Cross-Platform App Development

Cross-platform app development refers to the creation of mobile applications that can seamlessly operate on multiple operating systems, primarily, think Android and iOS. Unlike traditional app development, which often requires distinct coding for each platform, cross-platform development leverages frameworks and technologies that allow developers to write code once and deploy it across various platforms. Basically, it’s a more efficient way compared to other app development options.

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Let’s be honest, we all have a clear preference on whether we prefer an Apple product or an Android, and with the range of operating systems available depending on the brand or age of the device, ensuring your app reaches as many people on each of these devices is crucial.

Cross-platform apps allow developers to produce apps to work across operating systems to ensure that no matter the age or brand of the device, the app can still be used. This approach promotes inclusivity and ensures a broader demographic can use and enjoy the app.

While cross-platform development presents a promising solution for audience expansion, it comes with its set of challenges. Developers must grapple with intricacies related to platform-specific features, performance optimisation, and maintaining a consistent user experience across different devices. Creating one codebase that works well with different platforms is challenging and requires strategic solutions. When it comes to creating an app for your users, our creative director, Gemma, believes you should set these 6 UX goals to ensure you create amazing user experiences, check out the blog here.



Mobile app development stands at the forefront of technological innovation, shaping the way we interact with digital content. This intricate process involves creating software applications tailored for mobile devices, providing users with functionalities ranging from entertainment and communication to productivity and utility. As the demand for intuitive and user-friendly applications continues to surge, the landscape of app development remains dynamic. Android and iOS are the two main operating systems for most mobile devices, let’s take a look at the differences between the two when it comes to app development.

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Android App Development

With a dominating presence in the global smartphone market, Android app development plays a pivotal role in reaching a vast user base. Android, an open-source operating system, offers a diverse and inclusive ecosystem for developers. To begin looking at app development for Androids, developers will require coding expertise in Java or Kotlin programming languages, ensuring seamless compatibility with a variety of devices.
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iOS App Development

On the other side of the spectrum, iOS app development caters to a loyal user base using Apple devices. Renowned for its sleek design and seamless user experience, Apple suggests using the modern Swift programming language when developing apps. The Apple App Store has strict quality standards, focusing on apps that prioritise performance, security and a pleasing interface.

Role of App Development Companies

When it comes to creating an app, the expertise of app development companies becomes invaluable. These companies, equipped with skilled app developers and technological prowess, play a crucial role in transforming concepts into functional and engaging applications. Whether based in the UK or operating globally, app development companies are instrumental in realising the vision of entrepreneurs, businesses, and organisations looking to establish a digital presence. Choosing the right option for your brand is extremely important, there are many different factors to think about when it comes to app development and it’s not just about coding. There is a critical link between creating user experiences and the perception of your brand, read all about it here.

For businesses in the UK, navigating the landscape of app development involves understanding the local market dynamics and choosing an agency that aligns with their vision. If you have an idea you want to talk through, contact us today and our digital team will be more than happy to talk with you.

Understanding Cross-Platform App Development

Cross-platform app development emerges as a solution to the challenges posed by the diversity of mobile devices and operating systems. However, just like native app development, cross-platform development comes with its own set of advantages and disadvantages.

Advantages and Disadvantages


  • Cost Efficiency:

Developing a single codebase for multiple platforms reduces development costs compared to creating separate native apps.

  • Time Savings:

Cross-platform development accelerates the time-to-market as developers can simultaneously build and deploy applications for different platforms.

  • Consistency:

Maintaining a consistent user experience across platforms becomes more achievable with a unified codebase.


  • Performance:

Cross-platform apps may experience slightly reduced performance compared to native apps, especially for graphics-intensive or complex functionalities.

  • Limited Native Features:

Some advanced features unique to specific platforms may be challenging to implement in a cross-platform setting.

Comparison with Native App Development

Cross-platform and native app development each have their merits. While cross-platform development excels in cost efficiency and quicker deployment, native development often offers superior performance and access to platform-specific features. Understanding the differences of each approach is crucial for developers and businesses looking to strike a balance between functionality, cost-effectiveness, and user experience. Depending on your goals for the app, what type of app it is and what’s involved in the day to day will have an impact on choosing what route is best for your brand. The one main thing we have established though is that cross-platform allows you to reach a wider audience, quickly and more efficiently.

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Future Trends in Cross-Platform App Development

Emerging Technologies and Innovations

The landscape of cross-platform app development is dynamic, with constant advancements in technology. Keeping an eye on emerging technologies, such as augmented reality (AR), virtual reality (VR), and artificial intelligence (AI), is crucial. Integrating these innovations into cross-platform apps can enhance user experiences and set new standards in the industry.

Evolving User Expectations

User expectations are constantly changing, driven by evolving preferences and the continuous evolution of digital experiences. Future trends in cross-platform app development will need to align with these expectations, offering seamless and personalised interactions. This involves staying attuned to user feedback, analysing market trends, and adapting development strategies to meet the demands of an increasingly sophisticated user base.

The Key to Reaching a Wider Audience

Cross-platform app development serves as a strategic gateway to expanding the user base. By ensuring compatibility across various operating systems, businesses can reach a broader audience.

Benefits for Businesses Seeking a Broad Audience

Reaching a wider audience requires strategic planning, for businesses aspiring to cast a wide net, cross-platform development offers distinct advantages. Including cost-effectiveness, streamlined maintenance, and accelerated development cycles.


In the world of app development, cross-platform app development emerges as a strategic cornerstone. It streamlines the creation of applications for diverse operating systems, ensuring a wider audience reach from the get-go. As we explored the intricacies, advantages, and challenges of this approach, it became evident that it is more than just a technical strategy; it's a key to unlocking a broader user base.

Cross-platform development is not just a solution, it's an opportunity. It enables businesses to cast a wide net, reaching audiences across Android and iOS seamlessly whilst keeping a reign on time frames and costs.

In conclusion, cross-platform app development is not just about code, it's about reaching beyond boundaries, making technology accessible, and creating digital experiences that resonate across diverse user segments. It's not the end of the journey but a powerful step forward in the dynamic and ever-expanding universe of app development. If you’re looking to enhance your user experience or have a new idea in mind, talk to the team today to see how we can help you bring it to life.


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Bottom: Photo by Bagus Hernawan on Unsplash

Illustration by Jess White, team Together.

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