builds have the same name and bundle ID as the released app. This
lets us use the Xcode Archive feature to create a final candidate
which can be tested as an ad hoc .ipa file and then uploaded to the
App Store as an app store .ipa file.
It is also important to test updates by installing them on top of the
previous release. If you don't test that way, you risk having all
your existing crash & burn when they update because of unforeseen
incompatibilities in the stored data.
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