The first time I submitted an app to the App Store, I was nervous. I'd spent three months building it, and Apple's review process felt like a black box. Would they approve it? Reject it for some obscure guideline violation? After two days of anxious waiting, I got the approval email. Looking back, the process wasn't as scary as I'd imagined—just detail-oriented. Here's what I wish someone had told me before my first submission.
Publishing your mobile app to the App Store and Play Store can feel daunting—not because of the code, but because of the process. App store guidelines, certificates, screenshots, review timelines, and policies all play a role. But with preparation and understanding what to expect, publishing becomes routine rather than stressful.
Before You Submit: Preparation
Don't wait until your app is "finished" to think about app store requirements. Start preparing early. Both Apple and Google require assets, descriptions, and compliance information that take time to create. Gathering these while you're still coding means you're ready to submit immediately when code is done.
You need a developer account for each platform. Apple's Developer Program costs $99/year. Google Play requires a one-time $25 registration fee. Both require actual payment—you can't submit without paid accounts. Apple's approval takes a day or so. Google's is usually instant. Account approval must happen before you can submit apps, so register early.
Prepare your app metadata: a compelling app name (within character limits—30 characters for App Store, 50 for Play Store), a clear, concise description explaining what your app does and why users need it, keywords for search (especially important for App Store), a subtitle or short description, and a detailed description with features and benefits. Write these carefully—they're your first impression to potential users.
Creating Required Assets
Both stores require screenshots showing your app in action. You need screenshots for different device sizes—iPhones of various sizes, iPads, Android phones and tablets. The exact sizes and quantities vary and change periodically, so check current requirements. Tools like Fastlane's Frameit or screenshot generators can help create professional-looking screenshots.
Make screenshots that sell your app, not just show it. Annotate screenshots with text explaining features. Show your best, most compelling screens first. Many users decide whether to download based primarily on screenshots, so invest time making these look good. Compare your screenshots to successful apps in your category for inspiration.
App Store requires an app icon in several sizes. Design a simple, recognizable icon that looks good at small sizes. Avoid tiny text or complex details that disappear when scaled down. Your icon represents your app everywhere—home screen, store listings, search results. It's worth hiring a designer if visual design isn't your strength.
App Store requires at least one promotional image (can be video or images). Play Store requires a feature graphic (1024x500px banner). These appear in store listings and can be used in featuring. Make them eye-catching and representative of your app.
Privacy policy is required if you collect any user data—and most apps do. Even analytics data or crash reporting counts. Your privacy policy must explain what data you collect, why you collect it, how you use it, and how users can request deletion. Many templates exist online, but customize them for your specific app. Host it on a public URL (not the app itself).
Understanding App Store Review Guidelines
Apple reviews every app submission manually. Review times typically range from 24 hours to a few days. Apple checks for guideline compliance, functionality, crashes, and policy violations. Reading the App Store Review Guidelines before submission prevents common rejection reasons.
Common rejection reasons include apps that crash or have major bugs, incomplete information or broken links, using private APIs, violating data privacy rules, misleading users about functionality, copying another app's design or functionality too closely, and offering minimal functionality ("apps that don't do anything").
Apple is strict about in-app purchases. If you sell digital content or services, you must use Apple's IAP system (where Apple takes 30% commission). You can't link to external payment systems. Physical goods and services can use external payment. Understanding these rules prevents rejections and policy violations.
Your app must actually work. Test thoroughly before submission. Make sure all features work, no crashes on supported devices, all links open correctly, login/signup works, and any server dependencies are live and stable. Apple tests apps during review, and broken apps get rejected immediately.
Google Play Store Guidelines
Google's review is largely automated initially, with manual review for certain apps or reports. Initial review typically completes within hours, though some apps get additional manual review taking longer. Google's review is generally less strict than Apple's, but still has important requirements.
Google checks for malware, inappropriate content, policy violations, and functionality. Apps still need to work, provide value, and follow policies. Don't assume Google's automated review means anything goes—violating policies can get your app removed or your account banned.
Google Play Console requires categorization, content rating (via a questionnaire about content), target audience declaration (especially important if targeting children), and data safety form (similar to Apple's privacy requirements). Complete these accurately—incorrect information can result in removal.
Building and Uploading Your App
For iOS, you build your app in Xcode (or use CI/CD services) and archive it. You need proper code signing certificates and provisioning profiles—this is complex but well-documented. Apple's Certificates, Identifiers & Profiles portal manages these. Xcode can handle most of this automatically, though understanding what's happening helps when things go wrong.
Upload iOS builds through Xcode's Organizer or Transporter app. Builds process for a few minutes before becoming available in App Store Connect. You then select a build for your app version and submit for review. You can have multiple builds uploaded but only submit one for review at a time.
For Android, you build a signed APK or App Bundle (AAB—now required for new apps). You need a keystore file for signing—create this once and guard it carefully. Losing your keystore means you can never update your app. Store it securely and back it up.
Upload Android builds directly in Play Console. You can have multiple release tracks (internal testing, closed testing, open testing, production) to test with different audiences before wide release. Internal testing lets you deploy to up to 100 testers instantly without review—great for QA.
After Submission: The Waiting Game
After submitting to App Store, you wait for review. Check App Store Connect for status updates. If rejected, Apple provides reasons and screenshots showing issues. You can respond, fix issues, and resubmit. Don't get discouraged by rejections—they're common, even for experienced developers.
Common first-submission mistakes include missing privacy policy link, incomplete app description, screenshots for wrong device sizes, test accounts not working (if app requires login), and crashing on certain devices. Many rejections are quick fixes.
Play Store provides status updates in Play Console. Most apps publish automatically after initial review. If there are issues, you receive notifications. First publications might get extra scrutiny, but subsequent updates typically publish faster.
Post-Launch: Monitoring and Updates
Publishing isn't the end—it's the beginning. Monitor crash reports through App Store Connect and Play Console. Fix critical bugs quickly. Both platforms let you release updated versions. Updates go through review again but typically faster than initial submissions.
Read user reviews and ratings. Respond to reviews when appropriate (both platforms allow developer responses). Reviews provide feedback about bugs, confusion points, and feature requests. They're free user research—use them.
Track download numbers, user retention, and engagement metrics in analytics dashboards. Understanding usage patterns helps prioritize future development. What features do users actually use? Where do they drop off? This data guides product decisions.
Plan regular updates. Apps that are actively maintained rank better and retain users better than apps that haven't updated in months. Even small updates—bug fixes, minor improvements—show users and the platforms that you're committed to your app.
Dealing with Rejections and Issues
If Apple rejects your app, read rejection reasons carefully. Apple provides specific guideline violations and often includes screenshots. Fix the cited issues, test thoroughly, and resubmit. You can also request clarification through Resolution Center if rejection reasons aren't clear.
Some rejections are subjective—design issues, insufficient functionality, copycat accusations. These are harder to address. You can appeal, but might need to make significant changes. Sometimes apps that work perfectly fine get rejected for nebulous "design" issues. It's frustrating but part of the process.
If your app is removed post-launch, act quickly. Review removal reasons, fix issues, and request reinstatement if appropriate. Removal is serious—especially on Play Store where repeated violations can result in developer account termination.
Tips for Smooth Submissions
Test extensively before submission. Have others test your app, especially on devices you don't own. Provide detailed test instructions in review notes, especially for features requiring specific accounts or conditions. Include test login credentials if your app requires authentication.
Be honest and complete in your submissions. Don't hide functionality, lie about data collection, or mislead about app purpose. Reviewers find these things, and they result in rejections or worse.
Have patience with review times, especially for first submissions. Rushing reviewers doesn't help. Use expedited review only for genuine emergencies (critical bugs affecting users), not "we have a deadline."
Read guidelines thoroughly before submission. Both Apple and Google publish extensive documentation. Yes, it's boring, but it prevents rejections. Especially review sections relevant to your app's category and functionality.
Final Thoughts
Publishing to app stores is learnable, not mysterious. It requires attention to detail, preparation, and patience. Your first submission will be stressful. Your tenth will feel routine. Everyone goes through the learning process, including the anxiety of waiting for that first review result.
Focus on building a quality app that provides value and follows guidelines. Prepare assets thoroughly. Test extensively. Submit confidently. When rejection happens—and it probably will at some point—treat it as feedback, fix issues, and resubmit. That's the process. Before long, publishing updates becomes just another part of your development workflow, not a source of stress.