The Ultimate Guide: How to Publish an App to the App Store

Setting Up for Success

Your mobile app should be accessible where the largest potential audience is. For Android, this is Google Play, and for iOS, it’s Apple’s App Store.

Even if you’ve developed the best app for a specific sector with an amazing user experience and advanced features, all this effort can go to waste if a significant user base remains unaware of its existence.

With thousands of apps released daily on app stores, it’s crucial to stand out. Achieving a successful app showcase requires effective marketing and presentation skills. Fortunately, an experienced partner can guide you through the entire process. Publishing an app is, after all, a crucial part of the app development lifecycle.

In this article, we focus on the publishing process, as having an eye-catching app presentation page in an app store is crucial.

The official guides provided by Google and Apple are excellent starting points for this. They outline what makes a successful application page, dos and don’ts to follow, and tips on avoiding common mistakes.

How much time does it take an app store listing?

If you have all the necessary promotional materials ready, the process of submitting the app itself usually only takes a couple of hours. However, this is just the beginning of the app review process.

The app stores need to review your application for any potential violations or issues. There are many ways to conceal harmful code within an app. This is why app store platforms cannot simply accept things as they appear. Later in this article, we will also discuss the common reasons why apps get rejected during the review process.

Platform operators had to use complex classification models. Without machine learning, the app review process would take weeks to complete.

According to sources such as Statista, Google Play now receives three times more new applications compared to the App Store. This indicates the boundary between being able to handle all apps manually (as the App Store does) and needing to depend on algorithms (like Google does).

Google Play’s app review employs machine learning algorithms that, despite their sophistication, sometimes encounter ambiguous cases. These algorithms thoroughly scrutinize every aspect of the submitted app. If there are uncertainties, the app is flagged for further review by a human employee. In extreme situations, this can extend the review process by several days, depending on the store’s current workload.

Sometimes, app reviews on Google Play can take just a few hours, but occasionally, they may extend to a couple of days. The App Store follows similar timelines for reviews, though its process is known to be more opaque.

It’s unclear if machine learning algorithms assess our app (likely yes), but we can be certain that an Apple employee personally opens our app and reviews it against the App Store Guidelines.

What are the expenses associated with releasing an app in app stores?

Both Google Play and the App Store require a paid developer account to upload and update apps on their platforms. The cost of the publishing license is minimal compared to the overall app development expenses.

However, if your company wants to develop proprietary software for internal use only, you will need a Developer Enterprise Program account, which costs $299 annually. You can use Apple’s publishing platform to distribute apps within your company. While there are alternative solutions like Microsoft AppCenter, the app still needs to be signed with an Apple certificate, so an account is necessary.

In contrast, Google Play requires only a one-time payment of $25 to access your developer account and publish apps.

Create an Apple Developer Account

  • Enroll in the Apple Developer Program, which costs $99/year
  • Access App Store Connect, a portal to manage all things related to the App Store
  • Ensure you have an Apple Developer account to submit an app to the App Store

Meet the iOS App Store Guidelines

Before submitting your iOS app to the App Store, you must address technical and legal prerequisites. Familiarize yourself with the official App Store guidelines and prepare necessary resources like an app’s Privacy Policy URL, app screenshots, promotional graphics, texts, and test accounts.

The rules in the Apple app store are more strict.

  • More than 500 experts examine around 100,000 apps weekly.
  • Over 150,000 apps were rejected in the past year for violating privacy rules, and more than 1 million were rejected for having insufficient content.
  • During the publishing process, every app requires a page filled with detailed information by the app owner.

The publishing process includes creating a New App in App Store Connect, setting up a Product Page, and submitting the app for review.

  • Review the App Store review guidelines to ensure your app complies with the rules. These guidelines cover five major categories: safety, performance, business, design, and legal.
  • The guidelines cover various aspects, including content, functionality, and user experience.
  • Ensure your app meets the App Store’s requirements for app information.

Preparing Your App (General ideas)

Prepare Your App’s Metadata

  • Fill in the information about your app, including its name, description, and category
  • Provide a test account and password for the Apple reviewer if your app requires login
  • Make sure to fill in all the required information accurately and completely

Capture High-Quality App’s Screenshots

  • Create high-quality app’s screenshots that showcase your app’s features and functionality
  • Use a variety of screenshots to cover different aspects of your app
  • Make sure to follow the guidelines for screenshots to avoid any issues

How to Get Ready to Publish Your App on Google Play?

Here is a list of all the prerequisites:

App Name: The name that will be displayed to users in Google Play.

App Package name : The app package name must be unique on Google Play and cannot be changed once set. Each Android app has a unique application ID, like com.example.myapp, which identifies your app on the device and in Google Play. To upload a new version of your app, the application ID and the signing certificate must remain the same as the original APK. If you change the application ID, Google Play will treat it as a different app.

An Android Package Kit (APK) is the file format used by the Android operating system to distribute and install mobile apps, similar to how Windows uses .exe files for software installation.

Short App description. This is a short description of what your app does. It can be up to 80 characters long and appears in the app listings. Users can click on it to see the full description. Example: “Track your fitness goals and stay motivated with personalized workouts.”

Full app description. Here, you should list your app’s key features and provide brief instructions for users. This is one of the most important parts of your app’s page. The ideal description is a clear and informative paragraph. Google Play allows you to use up to 4,000 characters in this field.

Graphic assets. This includes all the visual elements used to present your app. It includes the app icon, videos, screenshots, and feature graphic. These assets are crucial for showcasing the app’s key features. Google provides detailed descriptions of the required assets in this section.

Application type and Categories. Google Play requires you to select your app’s category. Choosing the correct categories helps ensure your app is more easily found by users. Detailed instructions are provided here.

Content rating. You need to adhere to Google’s content rating policy and accurately specify the appropriate age rating and content presented to users. For a comprehensive guide on assigning a content rating, you can refer to the available documentation here.

Contact details of the App owner.

Countries and localization. You can select the countries where your app will be accessible and ensure all uploaded content is localized accordingly. Additional details can be found here.

Privacy Policy URL. A Privacy Policy is required for your Google Play app if it requests sensitive permissions from users. It must comply with GDPR, explaining why you need user data, and how it will be stored and processed.

How to get ready to publish your app on the iOS App Store.

Apple has published an official guide that outlines these components of the final app presentation page. To ensure a successful launch, you need to have prepared the following list of promotional materials:

  • App name. Select a unique name that can be up to 30 characters in length.
  • Icon. The app icon is often the first thing users notice in the app store. Collaborate with a graphic designer to craft a simple yet distinctive icon.
  • Subtitle. This is a summary of up to 30 characters that appear below your app’s name.
  • App Previews. The app previews section showcases the main functions of the app. App previews automatically play without sound when users visit your product page, so ensure the initial few seconds of your video are visually engaging.
  • Description. The best description is a brief, informative paragraph followed by key features listed shortly. The first sentence is crucial as it’s visible without users needing to tap for more. You can update your app’s description when submitting a new version.
  • App Store Screenshots. The app store screenshots showcase the core features of your app. You can display up to 10 images on your App Store page. Ensure you include raw screenshots as well for various screen sizes, such as those for iPad Pro and iPhone Pro Max. If your app supports Dark Mode, include at least one screenshot to demonstrate that experience.
  • Keywords. Keywords are terms used to improve your app’s visibility in search results. You can enter up to 100 characters of keywords, separated by commas and without spaces. Note that promotional text does not impact your app’s search ranking, so it should not be used to list keywords.
  • In-App Purchases section. If your app includes in-app purchases, users can see and initiate these purchases from your product page. Each item has a display name, promotional image, and description. In-app purchase names are limited to 30 characters, and descriptions can be up to 45 characters. Make sure to provide clear, accurate, and concise information.
  • Promotional Text. The promotional text for your app appears at the top of the description and can be up to 170 characters long. Use this section to share the latest updates and news about your app.
  • Categories. You can choose a primary and a secondary category for your app. The primary category is crucial for discoverability, as it helps users locate your app when browsing or filtering search results. It also determines the tab where your app appears on the App Store.
  • Localization. If your app is available in multiple languages, ensure that you localize your app description, keywords, app previews, and screenshots for each market where your app is offered.
  • What’s New. When updating your app, you can use the ‘What’s New’ section to communicate these changes to users. This text appears on your product page and in the Updates tab.

The App Store Connect dashboard is essential for managing all aspects related to the App Store, including adding a new app, managing user access, and setting up tax and banking information. The same steps apply whether you have an App Store Connect Organization account or an Individual account.

Submitting Your App

Upload Your App to App Store Connect

  • Archive your app using Xcode
  • Upload the build to App Store Connect
  • Ensure your app’s certificates and profiles are correct

Submit the App for Review

  • Select a build in your app’s App Store Connect record
  • Choose the build you uploaded through Xcode and submit it for review
  • Answer the Export Compliance, Content Rights, and Advertising Identifier questions and submit your app

After Submission

Monitor Your App’s Status in the Apple App Store

  • Check the status of your app in App Store Connect under the “Activity” tab
  • Ensure your app meets the App Store’s guidelines and requirements

Tips for a Successful App Submission

  • Ensure your app is stable and functional
  • Verify that your app’s certificates and profiles are correct
  • Test your app to ensure it is compatible with different devices and platforms
  • Familiarize yourself with the App Store’s review process.

If your app happens to be rejected during the review process, don’t be disheartened. It’s not the end of the road, and with a few adjustments, you can resubmit your app.

Don’t be concerned if some parts seem unclear initially — a seasoned partner will walk you through the app publishing process smoothly. With their guidance and expertise, you’ll quickly grasp all the details of getting your product published.

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