Testing the improvements and changes in the interface of iOS apps, operating system used on Apple mobile devices. The goal of running IOS A/B testing is to improve a specific metric. The experiment is ran through delivering to a certain percent of the install base. App users are then randomly testing different variations at the same time without knowing it. After running statistics to find a significant different in how users behave with the various experiments a determination is made as to which is performing better in light of the goal. This can be applied with any aspect of an application to measure how users respond.
The benefits of using this is that it allows the gathering of data about an install base in order to use the data for creating more optimized experiences. All IOS applications could use A/B testing to gain an advantage in understanding user preferences. Tests are created with a goal that is predetermined and thus can offer valuable insight on how best to achieve that.