App Store Publishing
You’ve built your app, tested with beta users, and you’re ready to share it with the world. This section covers everything about getting your app on the App Store.The App Store Journey
What You’ll Need
Before submitting, gather these:Required
| Asset | Details |
|---|---|
| App icon | 1024x1024 PNG |
| Screenshots | Multiple sizes (see Screenshots section) |
| App description | Clear explanation of what your app does |
| Keywords | Up to 100 characters |
| Category | Primary and optional secondary |
| Privacy policy URL | Hosted on the web |
| Support URL | Where users get help |
Recommended
| Asset | Details |
|---|---|
| App preview video | Up to 30 seconds |
| Promotional text | 170 characters, can change anytime |
| Subtitle | 30 characters under your app name |
Timeline
What to expect:| Phase | Typical Duration |
|---|---|
| Creating listing | 1-3 hours |
| Uploading screenshots | 30 minutes |
| Submission to review | 5 minutes |
| App Store review | 24-48 hours |
| After approval | Immediate or scheduled |
Review times vary. First submissions, complex apps, and apps with in-app purchases may take longer.
App Review Process
Apple reviews every app before it goes live:What They Check
- Functionality — App works as described
- Performance — No crashes or major bugs
- Design — Follows Human Interface Guidelines
- Safety — No harmful content
- Privacy — Proper data handling
- Legal — No copyright/trademark issues
Possible Outcomes
| Result | What Happens |
|---|---|
| Approved | You can release to App Store |
| Rejected | Must fix issues and resubmit |
| Metadata Rejected | Only listing issues, easy fix |
| In Review | Still being evaluated |
Common Rejection Reasons
Avoid these pitfalls:Crashes and bugs
Crashes and bugs
Your app must be stable. Test thoroughly before submitting, especially the main user flows.
Incomplete functionality
Incomplete functionality
All features should work. No “coming soon” buttons or placeholder screens.
Inaccurate metadata
Inaccurate metadata
Description, screenshots, and category must accurately represent your app.
Privacy issues
Privacy issues
Must include privacy policy and request permissions only when needed.
Broken links
Broken links
All links (privacy policy, support URL, etc.) must work.
Pricing Options
Free
- No barrier to download
- Revenue from ads, in-app purchases, or as a free service
- Most common model
Paid
- One-time purchase price
- No recurring revenue from existing users
- Higher barrier to download
Freemium
- Free download
- In-app purchases for premium features
- Subscriptions for ongoing access
- Most popular revenue model for successful apps
Geographic Availability
Choose where your app is available:- Select specific countries/regions
- Or make available worldwide
- Consider language support when choosing
Publishing Sections
App Store Connect
Set up your app listing
Screenshots & Preview
Required visual assets
Review Guidelines
What Apple looks for
Submitting for Review
The submission process
After Approval
Launch and beyond
Before You Start
Quality Checklist
- All features work correctly
- No crashes on main user flows
- Tested on multiple device sizes
- All text is spelled correctly
- Placeholder content removed
- Privacy policy is accurate and accessible
Account Readiness
- Apple Developer account active
- Payment information up to date
- Agreements accepted in App Store Connect
- App created in App Store Connect
First-Time Tips
Allow extra time
Allow extra time
First submissions often take longer and may need revisions. Plan for 1-2 weeks from submission to launch.
Read rejection feedback carefully
Read rejection feedback carefully
Apple provides specific reasons. Address each point precisely in your resubmission.
Don't argue, fix
Don't argue, fix
If rejected, fix the issue rather than debating with review. Appeals rarely succeed.
Start with TestFlight
Start with TestFlight
Beta testing catches most issues before App Store review. Use that feedback.