Explore the challenges and pitfalls of software delivery through a compelling conference talk that recounts the journey of developing an iOS app. Delve into the obstacles faced when traditional agile methodologies clash with app store constraints, and learn valuable lessons about successful software development. Gain insights on continuous integration, minimum viable product, automated testing, and user research techniques. Discover how to navigate the complexities of app store submissions and understand the impact of factors beyond a developer's control. Through a candid narrative of triumphs and setbacks, examine the sunk cost fallacy and its implications in software projects. Acquire practical knowledge to enhance your approach to app development, testing, and deployment strategies, while gaining a deeper appreciation for the intricacies of delivering software products in today's marketplace.