Other than a web project, having a native mobile app is always dependent on passing a review and listing in the official App Stores.
When scheduling your app to go live, we need to take into account 3 important dependencies from the App Stores that we can't control.
1. App Store Review times
We've seen many changes these last 1O years when it comes to review times. Both Apple and Google do this in different ways. Based on the recent app submissions and updates, we created the following matrix with expected review times.
🚨 Note: these review times are not fixed and will change constantly based on the number of apps submitted, public holidays in the US, ...
| iOS | Android | |
| Official guidelines | 90% of the apps are reviewed within 24 hrs | around 7 workdays |
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New app |
2-4 days | 3-5 days |
| Update existing app | 1-2 days | 1-2 days |
2. App Store Listing times
After the apps are submitted and reviewed, they need to be published in the App Store. All the App Stores are 'cached' for a better User Experience, meaning the apps will not be visible directly after publishing.
Normally this takes no longer than 2hrs (and sometimes just a few minutes), but we've seen cases where it took up to 12 hrs before the apps were visible and downloadable from the Official App Stores. So please take this into account.
3. App Store content that cannot be changed
Upon releasing an application, adjusting the following items is not possible without a new app update and review process from Apple & Google.
- App Icon / App Store Icon
- App Store Previews
- App Store Description
Make sure to approve and share the final app store description with your Customer Success Manager before submitting.