The ‘Easy’ Part of Coding: Kobi Omenaka on Distribution Hurdles Beyond Development

In a recent LinkedIn post, Kobi Omenaka explores the often-overlooked complexities of software distribution that arise even with advanced coding tools like Claude Code. While the development phase may be becoming streamlined, Omenaka highlights that the journey to getting an application into the hands of a wide audience presents significant challenges.

Omenaka’s insights stem from his recent experiences, where he found that while the coding itself was surprisingly efficient, the subsequent steps required for public release proved to be a major bottleneck. He notes:

“The coding apps and tools is not the hard part. Here’s what nobody tells you.”

He elaborates on the surprising efficiency of modern AI coding assistants, stating that tools like Claude Code are capable of handling complex tasks such as developing internal tools, self-hosted projects, and website modifications with remarkable speed. The ease of setup provided by platforms like Vercel and Supabase further contributes to a smooth development process.

The App Store Gauntlet

However, Omenaka points out a significant divergence in difficulty when the goal shifts from internal deployment to public distribution via app stores. This is where the real work, and often unexpected delays, begin. He outlines several hurdles:

• His “Fantasy Awards app got cancelled outright.”
• His “flag app took 3 days to get approved on iOS.”
• The Android process requires “12 testers over multiple days before you can go live.”
• Chrome extensions have their “own separate process.”
• The necessity of “privacy policies and legal bits” adds another layer of complexity.

According to Omenaka, these challenges are not a reflection of the coding tools’ limitations but rather the surrounding infrastructure for public release. He emphasizes:

“None of that is Claude Code’s fault. It helps where it can. But the infrastructure around shipping to a wide audience is a whole other job.”

Beyond the Code: The Real Work of Distribution

Omenaka’s analysis suggests a shift in the primary challenge for developers. For internal tools, the development phase is indeed becoming increasingly manageable. However, for applications intended for a broad user base, the distribution process demands significant attention and time.

The Hidden Costs of Reaching Users

He argues that developers aiming for public reach must account for the additional time and effort involved in navigating app store submissions, legal requirements, and user acquisition strategies. This aspect, he suggests, is often underestimated by those new to shipping products to a wide audience.

Omenaka concludes with a clear takeaway for fellow developers and marketers:

“The coding is the easy bit now. The real work is in in EVERYTHING ELSE.”

His post serves as a valuable reminder that while technological advancements have accelerated the creation of software, the fundamental challenges of bringing that software to market and to users remain a critical, and often underestimated, part of the entrepreneurial journey.