Pros of software development include creating custom software solutions tailored to specific business needs and requirements. However, software development can be expensive and time-consuming and requires specialized skills and knowledge. Cons of software development include high costs, lengthy development times, and a lack of collaboration and innovation. Additionally, traditional software development often requires specialized developers and coding knowledge. Citizen development can help mitigate these cons by empowering non-technical users to create custom applications quickly and easily, without the need for specialized developers or coding knowledge. By enabling greater collaboration and innovation, citizen development can accelerate app development and reduce costs, making it a popular choice for businesses looking to stay ahead in the digital age.