We've gathered user feedback and we know we're missing the mark on a key feature. However, the app does provide some other useful features. Should we go ahead and launch it and accept the lesser reviews? Or, wait until we get it right? More specifically, it's a reservation app. You can make reservations but we aren't visually displaying the availability in a great way yet.
Simple answer. Wait. Happy to discuss this in more detail in a call if you feel that there might be circumstances beyond the actual user experience that might compel a pre-mature launch, but generally speaking, the app should be in a state of polish prior to app store review.
Use Hockey App or Enterprise Distribution to continue to get user feedback before launching to the app store.
I concur. You only have one chance to make a great first impression. If you have a marketing budget, you could seed the market with some teasers to build your email lists. But, otherwise, get the product polished then launch with fury.
Good luck. I am offering free calls to jest time clients. Send me a message and I will forward a link to you.
If the feature is at the core of the product (value proposition) then it needs to be dialed-in and working so that new users have a great experience.
You can still have it open to beta testers using TestFlight - that way your getting real feedback, but definitely iterate and get it working first.
Also, checkout www.usertesting.com to get fast video user testing completed on iOS apps - we order a video each week.
Launch. If it's successful that's great and you'll be adding an additional feature to it later on. If not you can still take it out of the store, wait for the new feature to be ready and republish it. BTW: adding a new feature to an app has never changed the download figures of my apps, it can change the user satisfaction or the number of stuff they buy in your app. I know it's a strange thing to say but it's a fact. Changing your marketing (keywords, icon, screenshots) is far more effective