This is the biggest problem, really. Your three options are: subscription, which the article lists the problems with; publishing a new ‘My App 2’ on the store

This is the biggest problem, really. Your three options are: subscription, which the article lists the problems with; publishing a new ‘My App 2’ on the store, which is confusing for users and unless your app stores nothing or is entirely cloud based, presents a migration path that is messy at best or; offer new features as in-app purchases, which, depending on the scale and nature of your app, can be incredibly complex or even impossible to do in a way that makes sense. I can’t see it being done because it goes agains the ‘simple’ principle of the App Store, but would be nice to be able to separate the concepts of bug/security fixes and featur updates to allow multiple concurrent versions to exist under the same entry.