What Is Cross Platform App Development?

If you're considering building a mobile app in 2025, you're likely facing a crucial decision that keeps many business owners and developers awake at night: should you build separate native apps for iOS and Android, or opt for cross-platform development?

It's a bit like choosing between buying two specialist tools or one multi-purpose tool - each approach has its distinct advantages and compromises. As an agency that's developed hundreds of apps over the past eight years, we've seen firsthand how this decision can significantly impact a project's success.

Cross-platform development isn't a silver bullet - it's a strategic choice that requires careful consideration of your specific needs, budget constraints, and long-term goals.

In this comprehensive guide, we'll explore the realities of cross-platform development, warts and all. We'll cut through the marketing hype and technical jargon to help you understand what cross-platform development actually means for your project. Whether you're a startup founder, a project manager, or simply curious about app development, you'll find honest insights about both the opportunities and limitations.

Think of this guide as your friendly neighbourhood expert walking you through the cross-platform landscape. We'll share real-world examples, discuss common pitfalls, and help you understand when cross-platform development might be your best friend - and when it could become your worst enemy. Let's begin this journey by understanding what cross-platform development actually means in practice.

What is Cross Platform Development?

Imagine you're planning to build a house that needs to work perfectly on two completely different types of land. That's essentially what cross platform development is - it's creating a single mobile app that can work seamlessly across different operating systems, primarily iOS and Android.

Rather than building separate apps from scratch (like you would with native development), cross platform development allows you to write one codebase that can be deployed across multiple platforms. Think of it as writing one letter that can be understood by people speaking different languages, rather than writing separate letters for each language.

The Core Components

• Shared Codebase: One set of code that works across platforms
• Platform-Specific Elements: Components that adapt to each operating system
• Bridge Technology: Tools that translate your code for different platforms
• UI Framework: Systems that help create consistent user interfaces

While this approach might sound like a silver bullet, it's important to understand that cross platform development comes with its own set of trade-offs. Just as a universal remote control might not have all the fancy features of your TV's original remote, cross platform apps might not always match the full capabilities of platform-specific apps.

The beauty of cross platform development lies in its efficiency and cost-effectiveness for certain types of applications. However, if you're building something that needs deep integration with device features (like a sophisticated camera app) or requires peak performance (like a high-end mobile game), you might want to think twice about this approach.

Native vs Cross Platform Development

Imagine you're planning to build your dream house. You could either hire specialist craftspeople to create a bespoke home (native development) or use a modular building system that works anywhere (cross-platform development). Both approaches have their merits, and neither is inherently 'better' - they simply serve different needs.

The Native Approach

Native app development means creating separate apps specifically for iOS and Android. Think of it like crafting a tailored suit - it fits perfectly and looks immaculate. Native apps can access all device features seamlessly, offer the smoothest performance, and provide the most authentic feel for each platform. However, like bespoke clothing, they require more time, expertise, and investment to create.

The Cross-Platform Reality

Cross-platform development, on the other hand, is like creating a versatile piece of clothing that works in multiple situations. You write code once and deploy it across different platforms. While this approach can save time and resources, it often involves compromise. Just as a one-size-fits-all garment might not fit perfectly, cross-platform apps might not feel quite as polished as their native counterparts.

At Glance, we've seen projects where cross-platform development delivered excellent results, and others where native development was the only sensible choice. The key is understanding that cross-platform isn't a magical solution - it's simply another tool in our development toolkit.

When weighing up your options, consider your app's complexity. If you need deep integration with device features or maximum performance, native development might be worth the extra investment. For simpler apps with basic functionality, cross-platform could be your ideal solution.

Popular Cross Platform Frameworks

When it comes to cross-platform development, choosing the right framework is a bit like picking the perfect Swiss Army knife - you want something versatile, but you also need to ensure it has the right tools for your specific needs. Let's explore the most widely-used frameworks that developers trust today.

The Major Players

• React Native - Created by Facebook, it's particularly good for apps that need a native feel. Whilst it's brilliant for social and media apps, it can struggle with complex animations.
• Flutter - Google's offering uses Dart language and provides excellent performance. However, the learning curve is steeper, and the community is still growing.
• Xamarin - Microsoft's framework offers robust enterprise solutions but comes with a hefty licence fee for larger teams. It's like driving a luxury car - smooth but expensive to maintain.
• Ionic - Perfect for web developers transitioning to mobile, but may not deliver the best performance for graphics-heavy applications.

From our experience at Glance, we've seen projects succeed and fail with each of these frameworks. It's worth noting that popularity doesn't always equal suitability. For instance, whilst React Native might be the current darling of the development world, we've encountered scenarios where Flutter's performance advantages made it the better choice for graphics-intensive apps.

Remember, these frameworks are constantly evolving. What works brilliantly today might become outdated tomorrow, so it's crucial to consider the long-term support and community behind each option. Think of it as choosing a mobile phone - you're not just buying the current features, but also investing in future updates and support.

The Real Cost of Cross Platform Development

When you're weighing up your app development options, cost is likely at the forefront of your mind. At first glance, cross-platform development might seem like a money-saving miracle - after all, you're writing one codebase instead of two. However, the reality isn't quite that straightforward.

The Initial Investment

While it's true that cross-platform development typically costs less upfront than building two separate native apps, the savings aren't always as dramatic as you might expect. Think of it like buying a Swiss Army knife instead of individual tools - yes, it's more economical, but you might sacrifice some specialisation along the way.

Cross-platform development isn't about choosing the cheapest option - it's about finding the most cost-effective solution for your specific needs

Hidden Costs to Consider

The real expenses often emerge during the lifecycle of your app. Performance optimisation, platform-specific bug fixes, and framework updates can quickly add up. We've seen many projects where clients initially saved 30-40% on development costs, only to spend those savings on troubleshooting platform-specific issues later.

Additionally, if your app requires complex features or deep integration with native device capabilities, you might need to develop custom modules or plugins. This extra development work can significantly impact your budget, sometimes pushing costs closer to what you'd spend on native development.

Remember those popular apps you use daily, like Instagram and Spotify? While they might look identical on iOS and Android, they're actually native apps. Sometimes, investing more initially in native development can save money in the long run - it's all about understanding your specific needs and planning accordingly.

Performance and User Experience Considerations

Let's have an honest chat about performance and user experience in cross-platform development - because, like choosing between a Swiss Army knife and a dedicated tool, there are genuine trade-offs to consider.

The Performance Reality

Cross-platform apps typically run through an additional layer of abstraction, much like speaking through a translator instead of directly. This extra step means they generally won't match the raw performance of native apps. Think of it as wearing trainers designed to work on both road and trail - they're versatile but might not perform as well as specialised running shoes for either surface.

User Experience Compromises

While cross-platform frameworks have come a long way (and they truly have), they still sometimes struggle to perfectly replicate platform-specific behaviours. iOS users expect their apps to feel like iOS apps, and Android users expect the same familiarity. When you're building cross-platform, you might notice subtle differences - perhaps animations aren't quite as smooth, or interface elements don't behave exactly as expected.

That said, these differences might not matter for your specific app. If you're building a simple utility app or content-focused service, users might not notice or care about these subtle variations. However, if you're developing a graphics-intensive game or an app that heavily relies on platform-specific features, these performance considerations become more crucial.

The key is understanding your users' expectations and your app's requirements. Sometimes, a slight performance trade-off is worth the development efficiency - other times, it could significantly impact your app's success. We've seen both scenarios play out over our years of development, and there's no one-size-fits-all answer.

Design Challenges and Limitations

Let's be honest - designing for cross-platform apps isn't always a walk in the park. If you're considering this route, you'll need to be aware of some significant hurdles that might affect your app's look and feel.

Platform-Specific Design Languages

Here's the tricky bit: iOS users expect their apps to follow Apple's Human Interface Guidelines, while Android users are accustomed to Material Design. It's rather like trying to speak two different languages simultaneously - you might end up with an app that feels slightly 'foreign' to both user groups. Think of it as serving fish and chips in a baguette - it might work, but it might also leave everyone slightly confused!

Component Compromises

Cross-platform frameworks often require compromises in how UI components behave. Navigation patterns, animations, and transitions might not feel as smooth or natural as they would in native apps. Some platform-specific features, like 3D Touch on iOS or specific Android widgets, might be difficult or impossible to implement consistently across both platforms.

Performance can also take a hit when implementing complex animations or transitions, as cross-platform solutions need to translate these effects across different operating systems. This is particularly noticeable in apps with rich interactive elements or sophisticated UI designs.

When designing for cross-platform, focus on creating a consistent brand experience rather than trying to perfectly match platform-specific designs. This approach often yields better results than attempting to precisely replicate native behaviours.

These limitations don't mean cross-platform development isn't viable - it absolutely can be. However, understanding these constraints upfront helps set realistic expectations and guides better decision-making in the design phase.

When Cross Platform Makes Sense (And When It Doesn't)

Having worked with countless businesses over the years, we've learned that choosing between cross-platform and native development isn't always straightforward. It's rather like choosing between a Swiss Army knife and a specialised tool - each has its place.

When Cross-Platform Development Shines

Cross-platform development makes perfect sense when you're working with a limited budget but need to reach both iOS and Android users quickly. It's particularly brilliant for MVPs (Minimum Viable Products) and straightforward applications like content-based apps or basic business tools. Think of apps like news readers or internal company tools - they usually don't need platform-specific features and work splendidly as cross-platform solutions.

When to Stick with Native Development

However, if you're planning an app that heavily relies on device features (like augmented reality or complex animations), or if performance is absolutely crucial, native development might be your better bet. For instance, we recently advised a gaming client to go native because their app required intense graphics processing and platform-specific optimisations.

The decision often comes down to your specific needs. If you're a startup testing the waters with a new concept, cross-platform development could help you validate your idea without breaking the bank. But if you're building something like a photo editing app that needs to squeeze every ounce of performance from the device, native development would be more appropriate.

Remember, there's no one-size-fits-all answer. The key is being honest about your requirements, timeline, and budget constraints before making the choice.

Future-Proofing Your Cross Platform App

When you're investing time and resources into app development, you naturally want your application to stand the test of time. It's rather like building a house - you need solid foundations that will support future extensions and renovations.

Planning for Platform Evolution

Cross-platform apps face unique challenges when it comes to future-proofing. While frameworks like React Native and Flutter are brilliant today, we must acknowledge that they're middlemen between your app and the native platforms. When Apple or Google release new features, there's often a lag before cross-platform frameworks can fully support them.

The true cost of cross-platform development isn't in the initial build - it's in maintaining compatibility with evolving platforms whilst preserving a consistent user experience

Strategic Considerations

To build a lasting cross-platform app, consider implementing a modular architecture that separates platform-specific code from shared business logic. This approach, while requiring more initial planning, makes it easier to update individual components without affecting the entire application.

Remember to regularly audit your third-party dependencies. Cross-platform apps often rely heavily on community-maintained plugins, which can become obsolete or incompatible with newer platform versions. We've seen countless apps struggle when critical plugins aren't maintained, leaving developers scrambling for alternatives.

One practical strategy is to maintain a small portion of native code alongside your cross-platform implementation. This hybrid approach, while slightly more complex, provides an escape hatch when cross-platform solutions fall short of new platform capabilities. Think of it as insurance - you might not need it, but you'll be grateful to have it when you do.

Maintenance and Updates: The Long-Term Picture

When you're knee-deep in initial development decisions, it's easy to overlook the long-term implications of maintaining a cross-platform app. Think of it like buying a hybrid car - whilst the initial cost savings are appealing, you need to consider the availability of qualified mechanics and specialist parts down the road.

The Update Challenge

Cross-platform apps require consistent maintenance across multiple operating systems. Whenever Apple or Google releases a major update (which happens like clockwork every year), your development team needs to ensure compatibility. Sometimes, this means waiting for your chosen framework to catch up with new OS features - much like waiting for your favourite apps to support the latest iPhone features.

Critical Maintenance Considerations

From our experience supporting apps over many years, here are the key maintenance aspects you'll need to plan for:

• Framework updates and potential breaking changes
• Platform-specific security patches and compliance requirements
• Performance optimisation for new device releases
• Bug fixes that might behave differently across platforms
• API updates and third-party dependency management

The good news? With proper planning, maintaining a cross-platform app can be more streamlined than managing multiple native codebases. However, you'll need to ensure your development team stays current with both the framework and platform-specific best practices. It's rather like being bilingual - you need to keep practicing both languages to stay fluent.

Remember, whilst initial development might be quicker with cross-platform solutions, the long-term maintenance effort shouldn't be underestimated. We've seen many projects where maintenance costs eventually matched or exceeded native development due to poor initial planning.

Conclusion

After diving deep into the world of cross-platform app development, one thing becomes crystal clear: there's no universal 'right' choice. Just as you wouldn't use a Swiss Army knife to chop down a tree, cross-platform development isn't always the best tool for every job.

Throughout this guide, we've explored how cross-platform development can be a brilliant solution for businesses looking to reach multiple platforms quickly and cost-effectively. However, we've also been honest about its limitations – from performance constraints to design compromises. Like choosing between a bespoke suit and one off the rack, both options have their place.

The key takeaway is this: success in mobile app development isn't about following trends or choosing the most popular approach. It's about understanding your specific needs, resources, and user expectations. For some projects, the efficiency and cost savings of cross-platform development will be a perfect match. For others, the enhanced performance and platform-specific features of native development will be worth the extra investment.

As we've navigated through real-world examples and practical considerations, we hope you're now better equipped to make an informed decision about your app development journey. Remember, whichever path you choose, the focus should always remain on delivering value to your users. After all, they're the ones who'll determine your app's success, regardless of how it was built.

The mobile app landscape continues to evolve, and so too will the tools and frameworks we use to build them. Stay curious, keep learning, and most importantly, choose the approach that best serves your unique objectives.