“The first day like it got a ton of downloads because there was a lot of pent up demand from people who saw the beta but was full and weren't able to get in so there were a lot of people who just jumped on the pro version immediately.”

Fill the beta, then open the gates — pent-up demand converts on launch day

Apollo was financially viable from day one of release — not because of marketing spend but because the waitlist had been building for a year. A restricted beta with visible scarcity trains users to act immediately when access opens. The best launch tactic is a beta too full to get into.