Explore approaches to application scaling in this PHP UK Conference talk. Learn about horizontal and vertical scaling, caching, sharding, and optimization techniques for both new and existing applications. Discover solutions for common performance issues, including slow response times and server crashes due to increased user load and data volume. Gain insights into separating concerns, optimizing database queries, hardware scaling strategies, load balancing, and database scaling methods like sharding and replication. Understand the importance of caching dynamic content, implementing rate limiting to prevent API attacks, and leveraging cloud services for improved scalability. Equip yourself with practical knowledge to tackle scaling challenges and ensure your applications remain performant and available as they grow.