App Release in the App Store 2025: from idea to successful review

App Release in the App Store is a final countdown for our developing process. Mobile applications have become an integral part of our daily lives. Smartphones serve as assistants and entertainment sources, encompassing aspects such as food delivery, business management, personal finance, social networks, and even healthcare services. Every new idea can become a successful app if approached with the right strategy and professional execution.

However, having an idea or even a completed development is not enough. The main task is not just creating an app but ensuring its successful launch in app stores, which are the primary meeting points with users. In 2025, the moderation process has become even stricter, and competition in the store is fiercer.

This article will detail how to prepare an app, pass the App Store review, and stand out among millions of competitors. But why are we focusing on the store for iOS applications?

App Store in 2025: Opportunities and Challenges

As of the writing of this article:

• The number of apps in the App Store has reached 1,892,370
• 780,094 app publishers have launched their apps on the Apple App Store
• On average, 665 apps are published daily

The Apple App Store remains one of the most profitable markets for app developers. Over the years, iOS users have spent significantly more on apps than Android users, despite a smaller audience. This makes the platform appealing for businesses, startups, and independent developers.

However, high profitability attracts enormous competition. To succeed, it is not enough to simply publish an app. Standing out, offering a unique product, and adhering to Apple's strict requirements are crucial.

What You Need to Know About App Store Moderation: An Insider's View

The iOS App Store review process acts as an invisible filter Apple uses to ensure that only high-quality and safe apps are available in its store. Not only the initial app release but every update - whether minor fixes or significant changes - undergoes Apple's strict review process.

Why Does Apple Review Apps?

Apple reviews apps not merely to control developers. The goal is to protect users from bugs, malicious content, and non-compliance with guidelines. This is especially critical for apps aimed at children, where safety is paramount.

Apple initiates moderation in cases such as:

• Publishing a new app (the main focus of this article)
• Sending a new version: even minimal changes require re-review
• User complaints or refund requests in significant numbers
• Apps not updated for over a year: Apple reminds developers to update, and failure to do so within 90 days may result in removal

Adhering to App Store requirements is an insurance policy. It ensures that an app remains in the store and generates revenue.

Preparation Stages: From Idea to Release

When publishing a new product, we follow these key rules:

1. Development in Compliance with Apple's Standards

Apple sets high-quality standards for apps. For successful publication, it's important to use official tools like Xcode and SwiftUI, ensuring compliance with the latest iOS requirements.

Xcode 16.2 is the relevant version, offering pre-built UX/UI elements, dark theme support, and adaptability for different devices. This streamlines development and increases the likelihood of quick review approval.

Tip: Keep up with Apple's SDK updates for long-term app growth and test the app on all supported devices.

2. Registering for the Apple Developer Program

To access all features and publish apps, you need to join the Apple Developer Program. Membership costs $99 annually, and app revenue (from subscriptions or in-app purchases) will constitute 70-80% of total earnings. Registration provides access to development tools, analytics, and publishing capabilities.

Despite the fixed membership fee, iOS developers have a competitive advantage: App Store users tend to spend more on in-app purchases and subscriptions.

3. Preparing the App for Review

Before submitting the app for review, thorough preparation is essential:

• Testing: Ensure the app is bug-free and runs smoothly on all devices. Any crash could lead to rejection.
• Metadata Completion: Pay special attention to the app name, subtitle, keywords, description, icon, and screenshots.
• Access Provision: Prepare a test account or demo access for the review team.
• Feature Explanation: If the app includes unique functionality, describe it clearly in the review notes.
• Privacy Policy Update: Especially important if the app requests personal user data.

Tip: Leave no questions unanswered. Explain anything that might confuse the App Store team. The easier their process, the quicker the approval.

App Store Moderation Process

The app review process involves several stages and timelines. Outcomes can include approval, clarification requests, or rejection. Here's how to handle each scenario:

Review Stages

1. Automatic Check: Ensures app security and compliance with Apple rules (e.g., no unauthorized code execution).
2. Technical Check: Verifies the app was built using the latest Xcode version; if not, a rebuild will be required.
3. Manual Review: Specialists test the app, checking key features, screens, and in-app purchases for functionality.

Updates: Developers can now submit individual elements (e.g., product pages or events) without uploading a new app version.

Handling Review Questions

If Apple raises questions, respond promptly:

• Provide user instructions and explanations for unique features.
• Justify data usage and share the privacy policy.
• Ensure rights for content used (music, videos, brands).

Why Apps Get Rejected

Common rejection reasons include:

• Crashes and bugs
• Misleading descriptions
• Privacy violations, such as unjustified data collection
• Low user value

To avoid such situations, follow the Apple App Store Review Guidelines thoroughly.

What to Do If Rejected

If rejected:

1. Contact the App Review team to clarify the issues.
2. Make the necessary app adjustments.
3. Resubmit the app for review.

Secrets to Successful Review Approval

• Transparency: Clearly state app functionality, pricing, and terms.
• Compliance: Ensure the app runs flawlessly on all devices.
• Localization: Optimize metadata for each target country.
• User Convenience: Include features like account and data deletion options.

What Happens After Submission?

Once the app and metadata are submitted via App Store Connect, the review process begins. Here's what to expect:

Review Timelines

Apple aims for quick reviews, but complex or innovative apps may take longer. Reviews typically last 24-48 hours but may extend during peak periods (e.g., holidays). Repeated rejections or perceived manipulation can delay the process.

Status Monitoring

Track the review status in App Store Connect:

• Waiting for Review: The app is queued.
• In Review: The review team is actively testing the app.
• Ready for Sale or Rejected: You'll receive a notification with the result.

Expedited Review Requests

You can request an expedited review for critical deadlines, but use this option sparingly (e.g., for critical bug fixes or launch deadlines). Misuse may lead to the refusal of future requests.

Release Date
If a publication date has been set in advance, the app will appear in the App Store only on that specific day, even if it has already been approved. Additionally, it may take up to 24 hours for the app to become available across all regional storefronts.

Final Steps: Publication, Analysis, and Growth

After publication:

• Work on indexing, installations, and gathering positive feedback and reviews.
• Continue ASO optimization by updating metadata and responding to user feedback.
• Use mobile analytics tools like ASOMobile to track performance and identify growth opportunities.

Publishing an app on the App Store in 2025 is a challenging but rewarding process. Thorough preparation, adherence to all requirements, and leveraging professional tools will help your app not only pass review but also achieve success on the global market.

Optimize your app, follow recommendations, and remember: the journey to success doesn’t end with publication - it’s just beginning.

Optimize and achieve success💙