An application distribution server may be operable to select a plurality of data processing devices which are capable of receiving application updates. One or more experimental versions of an application may be communicated by the application distribution server to each of the selected plurality of data processing devices during an update process of the application. The application distribution server may cause collection of performance information associated with the one or more experimental versions. The application distribution server may then cause communication of the collected performance information to a developer of the application for analysis. When a particular experimental version is uninstalled from a particular data processing device or when feedback and/or rating information on the particular experimental version is communicated from the particular data processing device, the application distribution server may communicate, to the particular data processing device, a message indicating an experiment and options to opt-out of future experiments.