The software industry for any platform is amazingly competitive on every level, everyone from software houses to people working on small scale projects or add ons for existing products, everyone is your competitor and is working on improving their experience at the same time as yourself.
That's why time is of the essence, keeping quality on par with speed is hard, and that's where software testing comes in.
Software testers will work with you on your product towards the end of the cycle to remove any creases in your product, squash any and all bugs in sight and help get your product from rough diamond to the showcase piece that will send people flocking to you instead of your competitors.
Not only that though but it will also help you evaluate your market in ways you were previously unable to do, looking at what features they're looking for in the latest software and helping you implement those features to the greatest effect in order to make a splash in such a competitive marketplace like the one we find ourselves in today, I myself wouldn't dream of releasing a new bit of software without first testing my market, cleaning out all bugs and making sure I have everything in place that's required of the modern product.
Try it yourself, you'll quickly find yourself striding confidently towards a release date that not only suits you but gives you a market advantage over other less thoughtful companies.
Software testing really is the backbone of any good product launch.