The app is built and tested, and then the submission process adds a week nobody planned for: a missing privacy policy, an icon in the wrong format, a rejection for a login screen that would not work for Apple's reviewer. Having shipped apps to both stores, we keep a checklist. This is it.
Start on these items while development is still underway; most can be done in parallel.
Accounts and legal
- Apple Developer Program membership ($99/year) in the company's name, with a D-U-N-S number for organisations. Allow one to two weeks for verification.
- Google Play Developer account ($25 one-time) with identity verification completed.
- A privacy policy hosted at a public URL, covering exactly what the app collects.
- Terms of service if the app has accounts, payments or user content.
- A support URL and contact email that actually work.
Assets and listing
- App icon in all required sizes (1024×1024 master for Apple, 512×512 for Google).
- Screenshots for every required device class: iPhone sizes and iPad if supported; phone, 7-inch and 10-inch tablet for Google.
- An app name (under 30 characters), subtitle or short description, full description, keywords (Apple) and category.
- Optional but valuable: an app preview video and a feature graphic for Google Play.
- Age rating questionnaire answered accurately on both stores.
Privacy and data declarations
Both stores require detailed declarations of what data the app collects, why, and whether it is linked to the user. Apple's privacy nutrition label and Google's data safety section must match your privacy policy and your actual code, including third-party SDKs for analytics, crash reporting and advertising. Mismatches are a common rejection reason.
Technical readiness
- Release build signed with production certificates and provisioning profiles; Google app signing enrolled.
- All test and debug endpoints removed; production API keys in place.
- Crash-free on the latest OS versions and at least two older ones.
- Account deletion available in-app if accounts exist (required by both stores).
- In-app purchases, if any, configured and tested in sandbox; subscription terms shown clearly.
- Deep links, push notifications and permission prompts tested with correct usage descriptions.
The review itself
Apple's reviewer will use your app like a new user. Provide a demo account with pre-populated data in the review notes, explain anything that needs context, and make sure the app works without a specific location or hardware. Common rejections: broken links in the listing, crashes, login walls with no demo, missing account deletion, inaccurate privacy labels, and metadata that mentions other platforms. Google's review is more automated but enforces policy on permissions and data safety strictly.
After approval
Use phased rollout on Google Play and staged release on the App Store so a bug reaches 10% of users, not 100%. Watch crash reports and reviews for the first week. Then plan the next version: both stores reward regular updates, and the SQT Mart app went through exactly this cycle from build to live release. Launch support is part of our app development service.
App store optimisation basics
The listing is a landing page, and it converts or it does not. Put the main keyword in the app name or subtitle, lead the description with the outcome for the user, and make the first two screenshots tell the story on their own because most people never swipe further. Localise the listing for each market you serve; a UK listing with US spelling and dollar prices costs installs. Review ratings and respond to reviews in both stores, since responses are visible and affect conversion.
Planning the first update before you launch
The first release will have issues you did not anticipate; every app does. Have the next version's pipeline ready: crash reporting connected, analytics events defined, a feedback channel in the app, and the build process documented so a fix can ship within days. Both stores reward apps that update regularly and penalise those that go stale, and users judge an app partly by how quickly problems get fixed. Treat launch as the start of the schedule, not the end.
Regional and compliance details
Both stores require accurate declarations for markets you distribute in: export compliance for encryption (most apps using HTTPS qualify for the standard exemption but must declare it), content ratings per region, and tax and banking details for paid apps or in-app purchases. If you sell subscriptions, the EU and the UK have specific requirements on cancellation and pricing display that Apple and Google enforce. Decide your launch markets early; adding countries later is easy, but removing a listing after a compliance issue is not.
Frequently asked questions
How long does app review take?
Apple typically 24–48 hours for most submissions, longer for first releases. Google usually hours to a few days, sometimes longer for new accounts.
Can I submit the same app to both stores at once?
Yes. Prepare both listings in parallel; just be ready for one to be approved before the other.
What if my app is rejected?
Read the reason carefully, fix exactly that, reply in Resolution Center with an explanation and resubmit. Most rejections are resolved within a day or two.
Founder & CEO of Devontix Solutions. Absaar leads strategy, automation planning and product thinking across every build, from the first discovery call to the running system. More about Absaar