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After Approval

Congratulations! Your app is approved. Here’s what comes next.

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Release Your App

If you selected manual release, it’s time to go live:
1

Go to App Store Connect

Navigate to your app
2

Check status

Should show “Pending Developer Release”
3

Click Release This Version

In the version section, click “Release This Version”
4

Confirm

Your app will appear on the App Store within 24 hours
After clicking release, it can take up to 24 hours for your app to appear in App Store search. Often it’s much faster.

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First 24 Hours

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Verify Your Listing

Once live, check:
  • App appears in App Store search
  • Screenshots display correctly
  • Description is accurate
  • Links work (website, support)
  • Pricing is correct

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Download and Test

Download from the App Store and verify:
  • App installs correctly
  • Core functionality works
  • Any server connections work
  • No first-launch issues

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Monitor for Issues

Watch for:
  • Crash reports in App Store Connect
  • Early user feedback
  • Rating drops
  • Support requests

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App Analytics

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App Store Connect Analytics

Access via App Store Connect → Analytics:

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Metrics Available

MetricWhat It Shows
ImpressionsHow often your app is shown
Product Page ViewsWho visited your listing
App UnitsDownloads (excluding updates)
SessionsHow often app is opened
RetentionUsers who return
Crash RateCrashes per session

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Understanding the Funnel

Impressions → Product Page Views → Downloads
    ↓              ↓                   ↓
  People who    People who         People who
  saw you       clicked            installed

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Key Insights

Conversion Rate: Downloads ÷ Product Page Views = How well your listing converts Sources: See where downloads come from:
  • App Store Search
  • App Store Browse
  • Web Referral
  • App Referral

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Responding to Reviews

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Why Reviews Matter

  • Affect App Store ranking
  • Influence potential users
  • Provide feedback for improvements

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Best Practices

Do:
  • Respond promptly (within 24-48 hours)
  • Thank users for positive reviews
  • Address concerns in negative reviews
  • Offer to help with issues
Don’t:
  • Get defensive
  • Argue with users
  • Copy/paste generic responses
  • Ignore negative reviews

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Example Responses

Positive Review: 
Thank you so much for the kind words! We're glad you're
enjoying the app. Stay tuned for exciting updates!
Negative Review (bug report): 
We're sorry you experienced this issue. We've identified
the bug and it's fixed in our next update. Thank you for
bringing this to our attention!
Negative Review (feature request): 
Thank you for the feedback! This is a great suggestion
and we've added it to our roadmap. Keep the ideas coming!

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Pushing Updates

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When to Update

  • Bug fixes (prioritize critical issues)
  • New features
  • Performance improvements
  • iOS version compatibility
  • User-requested improvements

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Update Process

1

Make changes in Nativeline

Update your app as needed
2

Increment version/build

Update version for new features Always increment build number
3

Test thoroughly

Use TestFlight for testing
4

Upload new build

Same process as initial upload
5

Submit for review

Updates go through review (usually faster)

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Update Review Times

Updates typically review faster than initial submissions:
  • Most: Same day
  • Complex changes: 24-48 hours

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Marketing Your App

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App Store Optimization (ASO)

Improve discoverability: Keywords:
  • Research competitor keywords
  • Use all 100 characters
  • Test and iterate
Screenshots:
  • A/B test different styles
  • Highlight best features first
  • Keep updated with new features
Description:
  • Front-load important information
  • Use clear formatting
  • Update for new features

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External Marketing

Social Media:
  • Share on your channels
  • Show the app in action
  • Encourage users to share
Press:
  • Create a press kit
  • Reach out to relevant blogs
  • Share with influencers in your niche
Your Network:
  • Ask friends and family to download
  • Request honest reviews
  • Word of mouth is powerful

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Handling Problems

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Crashes Increasing

If crash rate rises after update:
  1. Check App Store Connect crash reports
  2. Identify the cause
  3. Prepare hotfix build
  4. Submit with expedited review request if critical

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Negative Reviews Surge

If you see sudden negative reviews:
  1. Identify the cause (usually a bug)
  2. Respond to reviews acknowledging the issue
  3. Push fix quickly
  4. Update review responses after fix

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App Ranking Dropping

If downloads decline:
  1. Review recent changes
  2. Check competitor activity
  3. Refresh screenshots/description
  4. Consider promotional pricing

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Monetization

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If Free with Ads

  • Monitor ad revenue in your ad platform
  • Track user engagement with ads
  • Optimize ad placement

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If Paid

  • Monitor sales in App Store Connect
  • Consider promotional pricing
  • Watch for piracy

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If Subscription/IAP

  • Track conversion rates
  • Monitor cancellations
  • Optimize pricing

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Long-Term Success

Apps that update regularly rank better and retain users. Even small improvements show you’re active.
Reviews and feedback are gold. Users tell you exactly what they want. Use it.
Nothing kills an app faster than bugs. Prioritize stability over new features.
Update for new iOS versions. Users on latest iOS expect apps to work well.

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Managing Multiple Versions

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TestFlight + App Store

You can have:
  • TestFlight for beta testing next version
  • App Store with current live version
Both can run simultaneously.

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Version Numbers

Use semantic versioning: 
MAJOR.MINOR.PATCH
1.0.0 → 1.0.1 (bug fix)
1.0.1 → 1.1.0 (new feature)
1.1.0 → 2.0.0 (major change)

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Annual Maintenance

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Yearly Tasks

  • Renew Apple Developer membership
  • Update privacy policy if data practices change
  • Review and update app for latest iOS
  • Refresh screenshots and description
  • Check for deprecated APIs

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Developer Program Renewal

Apple sends reminders before your $99 renewal:
  • 30 days before
  • 7 days before
  • Day of expiration
If you miss renewal, your apps remain on the App Store but you can’t submit updates.

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Celebrate!

You did it. Your app is on the App Store. That’s a real achievement.

Back to Publishing

Publishing overview

Troubleshooting

Get help with issues