You can’t be late delivering, if you are continuously delivering. Continuous Delivery is an approach to software engineering based on software production in short cycles.

With this approach the development teams can design, test and release software more quickly. Each project cycle can include one or more specific objectives regarding new functions or those that require updates.

This approach allows the end user to receive a series of small and medium updates in a short time without forcing them to wait months (or years) for the release of a few versions of the software containing various improvements.

Continuous delivery is very useful especially when the service is up and running while, when you are designing new software from scratch, you can also adopt other methods, each with its own pros and cons.