Three words: high fidelity prototypes. You can use them irregardless of the process to distribute your application. You should already have customer feedback on

Three words: high fidelity prototypes. You can use them irregardless of the process to distribute your application. You should already have customer feedback on your app before you even commit engineering resources to write production quality code, and there's no excuse not to be prototyping and getting customer feedback far before you release it to the app store for the masses.