How to publish your app on the stores

To publish on Apple App Store you need an Apple Developer Program account, which costs 99 USD/year. Google Play requires a Google Play Console account with a one-time payment of 25 USD. Both platforms require identity verification, and Apple may request additional documentation for organisation accounts (D-U-N-S Number).

It’s advisable to create accounts well in advance. Apple’s verification can take 1 to 4 weeks for organisations. Google typically verifies within 48 hours. Make sure you use a corporate email and correct legal details from the start to avoid issues later.

Before uploading your app, you need to prepare the production build correctly. On iOS, this means generating a signed .ipa file with a distribution certificate and valid provisioning profile through Xcode or tools like Fastlane. On Android, you generate a signed Android App Bundle (.aab) with your upload key.

Beyond the binary, both stores require metadata: app name, description, screenshots, icon, category, content rating, privacy policy and support URL. Prepare these materials carefully because they directly impact your listing’s conversion rate.

Apple reviews every submission manually (complemented by automated checks). The process typically takes 24 to 48 hours, though it can extend to a week during peak seasons. Reviewers check functionality, performance, design, legal content and compliance with the Human Interface Guidelines.

Google Play primarily uses automated reviews that take anywhere from a few hours to 3 days. Google analyses the app for malware, inappropriate content and policy violations. New accounts tend to have longer review times. Both stores allow requesting expedited review in justified cases.

Knowing the most common rejection reasons saves you unnecessary iterations. Apple is particularly strict and publishes the most frequent rejection causes annually. Most are avoidable with proper preparation.

App Store Optimization (ASO) is the equivalent of SEO for app stores. A solid ASO strategy can multiply organic downloads without advertising spend. Key factors are the title, keywords, description, screenshots and ratings.

On App Store, Apple provides a specific keywords field (100 characters) in addition to the title and subtitle. On Google Play, keywords are extracted from the title and description. In both cases, the first screenshots and the icon are decisive for the listing’s conversion rate.

Once published, the app needs regular updates to fix bugs, add features and maintain compatibility with new OS versions. Both stores favour apps that are updated frequently.

Tools like Fastlane automate the build, signing and publishing process. CodePush (for React Native) and Shorebird (for Flutter) allow shipping code updates without going through store review, as long as they don’t modify native functionality. Having a CI/CD pipeline configured from day one is essential.

Both stores require compliance with privacy regulations such as GDPR and CCPA. Since 2021, Apple requires all apps to declare their data collection practices through App Privacy Labels (nutrition labels). Google Play requires a similar data safety section.

If your app targets children, additional regulations apply (COPPA). If it includes in-app purchases, you must use each platform’s payment systems (with their 15–30% commissions). Violating these rules can result in app removal and, in severe cases, developer account suspension.