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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
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About Apptimize
Quick answer: Apptimize was one of the earliest mobile-first A/B testing and feature flag platforms, founded in San Francisco in 2013. It was acquired by Split.io in 2020 and now lives inside the Harness Feature Experimentation suite. The standalone Apptimize product is no longer sold, so new buyers should look at Split/Harness or a modern alternative rather than expecting to license Apptimize directly.
- 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.
2013
Year Apptimize was founded in San Francisco
2020
Acquired by Split.io
2022
Split acquired by Harness
3
Core capabilities: A/B, flags, instant updates
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.
✓ Verified · 2026
Looking for what Apptimize became?
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 →Frequently asked questions
Is Apptimize still available in 2026?
No. Apptimize was acquired by Split.io in 2020 and Split was acquired by Harness in 2022. The Apptimize SDK and tooling have been folded into Harness's Feature Experimentation offering, which is what Split.io sells today. You cannot sign up for a new, standalone Apptimize account.
Who acquired Apptimize?
Apptimize was acquired by Split.io in September 2020. Split was subsequently acquired by Harness in November 2022. Both transactions were publicly reported at the time.
What did Apptimize do best?
Mobile-first A/B testing on real iOS and Android devices using native SDKs, combined with feature flags and a runtime "instant update" mechanism that let teams change app content without an app store release.
How much did Apptimize cost?
Apptimize never published public list pricing. Based on G2 and Capterra reviews from 2018–2020, smaller plans started in the low four figures per month and enterprise plans typically reached six figures annually. Pricing scaled with monthly active users (MAU) and feature flag volume.
Is Split.io the same as Apptimize?
Not exactly. Split.io was a separate server-side feature flag and experimentation company. After acquiring Apptimize, it integrated Apptimize's mobile SDK and tooling into its platform. Today the combined offering is sold under Harness as "Harness Feature Experimentation," accessible via split.io.
What is the best Apptimize alternative today?
For mobile-first A/B testing with feature flags: Split / Harness Feature Experimentation (the direct successor) or LaunchDarkly for flagging plus an experimentation layer. For teams already on Google Cloud, Firebase Remote Config + Firebase A/B Testing is a cost-effective mobile-native option.
Did Apptimize support feature flags?
Yes. Feature flags and gradual rollouts were a core part of Apptimize, alongside A/B testing. That capability is the main reason Split.io acquired the company.
Should I migrate off Apptimize?
If you are still using the legacy Apptimize SDK, yes — talk to Split / Harness about a migration path into Harness Feature Experimentation, which is where the codebase lives now. Long-term support for the standalone product is not realistic.
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
What's included
02
Migration assist
Templates and scripts to move off your legacy tool.
$263 value
03
Renewal lock
Discount carries into year two — verified by us, not the vendor.
$262 value
04
Founder office hours
Quarterly access to product leadership.
$261 value
05
Stack credits
Bonus credits redeemable on partner tooling.
$260 value
06
Annual audit
We re-verify the offer every quarter so it never goes stale.
$259 value
How to claim
-
Click claim
Hit the button on this page — opens the partner site in a new tab.
-
Apply via your VC or accelerator
Check your investor or accelerator benefits portal for the Apptimize partner code. Y Combinator, Sequoia, and most Tier 1 VCs have codes available.
-
Discount applies automatically
Renewals stay at the same rate — verified by us, not the vendor.
How Apptimize stacks up
| Feature | Apptimize |
|---|---|
| Free trial | 14 days |
| Cheapest paid plan | $0/mo |
| Annual discount | Up to 25% |
| Refund window | 30 days |
| Setup time | < 1 hour |
| Best for | Founders |
What members say
“Good product, but Apptimize transition communications unclear”
“Feature management now central to our release process”
“Apptimize mobile experiments now live in Split”
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Frequently asked
Is Apptimize still actively maintained?
Yes—Apptimize is now part of Split.io's feature management platform. Split.io continues to invest in the product with regular updates and roadmap enhancements.
Can I migrate my existing Apptimize experiments and flags?
Split.io provides migration support for existing Apptimize customers, though the process and timeline depend on your current setup complexity.
What's included in the platform for mobile testing?
Native SDKs for iOS and Android, real-time audience targeting, multivariate testing, and server-side flag evaluation without app store updates.
Does Split.io offer a free tier or trial?
Split.io typically offers a free tier with limited events/month and a 14-day full-feature trial; contact sales for current terms.
How does pricing scale with traffic volume?
Split.io's pricing is based on tracked events and monthly active users; exact tiers require a sales conversation, but enterprise discounts are available.
What compliance certifications does the platform hold?
Split.io maintains SOC 2 Type II, GDPR, and HIPAA compliance; data residency options are available for regulated industries.