For the past 5 years I've worked on an HTML5 Cordova based app that ships to the App Store, Google Play, and the BlackBerry app store. Updating the app was a tedious process that consumed many hours, and worse was a mental barrier to shipping new updates.
I've been using a new strategy for the past year that moves all the application code (JS, CSS, and Images) to the server. The app now ships with only a super small caching mechanism called
shell, and I can ship updates instantly to all users on all platforms without re-submitting to the app store.
The core mechanism is now open source, so that other people can use it too.