Building the app is only half the journey. Getting it approved and live on Google Play and the App Store has its own steps and pitfalls. This guide walks through the process we follow for every app we publish.
1. Create the developer accounts
- Google Play Console: a one-time registration fee. Organisation accounts need business details and may require verification.
- Apple Developer Program: an annual membership. Companies need a D-U-N-S number to enrol as an organisation.
Always register the accounts in your company’s name, not your developer’s.
2. Prepare the store listing
- App name and short description written around real search keywords.
- A full description that explains benefits in plain language.
- App icon, screenshots for different screen sizes and an optional preview video.
- Category, contact email and a link to your privacy policy.
3. Complete privacy and safety forms
Both stores require you to declare what data the app collects and why. Google asks for a Data safety form; Apple asks for privacy labels. Be accurate. Mismatches are a common reason for rejection.
4. Test before you submit
Use internal and closed testing on Google Play and TestFlight on iOS. Test on older and newer devices, poor connections and both languages if your app is bilingual.
5. Submit and respond to review
Apple reviews every build; Google also reviews apps, especially new ones. Common rejection reasons include crashes, broken links, placeholder content, missing login details for reviewers and unclear in-app purchases.
6. After launch
Monitor crashes and reviews, reply to users, and run listing experiments to improve installs. This is where app store optimization starts paying off.
Our app development team handles publishing end to end under your accounts.
Frequently asked questions
How long does app review take?
Often one to three days, but new accounts and complex apps can take longer. Plan launch dates with a buffer.
Do I need a privacy policy for my app?
Yes. Both stores require a publicly accessible privacy policy URL for apps that collect any user data.
Can I publish under my developer’s account?
You can, but you should not. Publishing under your own company account protects your ownership of the app and its reviews.