App Store Launch Checklist: Apple and Google Play
Rules and fees change, so check Apple's and Google's current requirements before you submit. This checklist covers what founders most often miss.
1. Accounts and ownership
Do this first. It is the most common reason launches slip.
Key points
- Create the Apple Developer Program account in your company's name. Apple charges an annual fee.
- Create the Google Play Console account in your company's name. Google charges a one-time fee.
- Use an organization account where possible, which may require a business registration number and a D-U-N-S number for Apple.
- Keep the accounts under your control. Give your development partner access as a team member, never ownership.
- Use a shared company email address for the accounts, with two-factor authentication on.
- Allow time for verification. Organization checks can take days or weeks.
2. App readiness
The app does what the listing says, with no sample text, dead buttons or test data. Core flows work from first open to the main goal. A demo account is ready for reviewers if login is required, with sample data. The app handles no connection, slow connection and errors gracefully. Crash reporting and analytics are set up. The version number and build number are set correctly. The app is tested on real devices, including older models and small screens. Permissions are requested only when needed, with a clear reason shown to the user. Account deletion is available inside the app if users can create accounts. Payments and subscriptions work in the store's sandbox
3. Testing before submission
Internal testing by your team. TestFlight beta for iOS with real users. Closed or open testing track on Google Play. New personal developer accounts may need a minimum testing period and tester count, so check the current requirement.. A bug list triaged, with no known crashes or blockers. Accessibility checked: text size, contrast and screen reader basics. Performance checked: launch time, battery use and memory
4. Store listing content
Prepare this in advance. It takes longer than people expect.
Do not use another company's name, logo or misleading claims. Apple and Google reject these.
Key points
- App name. Short, clear and available. Check trademark conflicts.
- Subtitle or short description with your main keyword, written for people first
- Full description explaining what the app does and who it is for
- Keywords (Apple has a keyword field; Google reads the description)
- Icon at the required sizes, simple and recognisable
- Screenshots for each required device size, showing real features with short captions
- Preview video (optional but useful)
- Category chosen carefully
- Support URL and a working support email
- Marketing URL (optional)
- Age rating questionnaire answered honestly
- Localized listings if you serve several languages
5. Privacy and legal
This is where many submissions fail.
An inaccurate privacy declaration can lead to rejection or removal later.
Key points
- A privacy policy published on a public URL and linked in the listing and in the app
- Apple privacy "nutrition labels" filled in accurately, matching what the app and any third-party tools collect
- Google Play Data safety form completed accurately
- Every analytics, advertising or crash tool you use is accounted for in these declarations
- Terms of service available
- Consent flows where laws require them, for example for tracking or marketing
- App Tracking Transparency prompt if you track users across other companies' apps and sites
- Compliance with rules for children's data if the app targets kids
- Regulated industries such as health or finance checked for extra requirements
6. Payments and subscriptions
Rules on payments differ between stores and regions and change over time. Read the current guidelines before you design your billing.
Key points
- In-app purchases and subscriptions set up in each store's console
- Digital goods sold through the store's billing system where required by the store rules
- Clear pricing, trial terms and renewal information shown before purchase
- A way to restore purchases
- A way to manage or cancel subscriptions
- Tax and bank details completed so you can be paid
7. Submission
Apple:
- Upload the build through Xcode or your CI tool
- Complete App Store Connect metadata
- Add review notes, demo login and any special instructions
- Choose manual or automatic release after approval
- Submit for review
Google:
- Upload the app bundle to Play Console
- Complete the store listing, content rating, Data safety and target audience sections
- Roll out to production, with a staged percentage if you want a cautious release
- Submit for review
8. Common reasons for rejection
If you're rejected, read the message, fix the specific issue, reply clearly and resubmit. Rejection is common and fixable.
Key points
- Crashes or bugs during review
- Missing or inaccurate privacy information
- No demo account, so reviewers can't test
- Broken links or no real support contact
- Unfinished sample content or incomplete features
- Requesting permissions without a clear reason
- A "web wrapper" with little app value
- Misleading descriptions or screenshots
- Payments that bypass store rules
- Missing account deletion option
9. Launch week
Prepare a launch announcement for email, social channels and your website. Add store badges and links to your site. Brief your support team. Monitor crash reports and reviews daily. Respond to early reviews, especially negative ones. Ask happy users for a rating at a sensible moment, such as after a successful task. Track installs, activation and retention. Have a hotfix process ready
10. After launch
Plan updates every few weeks at first. Fix top issues from reviews and analytics. Test on new operating system versions when they release. Review store listing performance and test new screenshots or descriptions. Keep privacy declarations up to date when you add tools. Budget for yearly maintenance. See app maintenance cost.
Timeline to plan for
A rough guide for a first release:
Leave a buffer for rejections. Do not announce a hard launch date until the build is approved.
Key points
- 4 to 6 weeks before: create accounts, begin verification, draft listing and policies
- 2 to 3 weeks before: beta testing, screenshots and privacy forms
- 1 week before: final build, submit for review
- Review time: often one to a few days, longer if rejected
- After approval: release and monitor
Next step
Getting ready to launch? We can run a pre-submission check on your build, listing and privacy declarations before you send it to review. Talk to DECHY.