Launch
How to publish an app on the App Store and Google Play
A practical guide to accounts, testing, store content and submission. Make publishing part of the plan before development is finished.
The short answer
You need the right developer accounts, a tested and signed app, complete store information and accurate disclosures about data and privacy. Then you submit the app for review. Allow time for testing, feedback and possible changes before committing to a launch.
1. Establish accounts and responsibility early
Decide which person or business will be the publisher. Set up the necessary Apple Developer Program and Google Play Console accounts and complete the verification each platform requires. Use accounts owned by the business when it will own and operate the product.
Grant developers appropriate access rather than sharing the main login. Document who can upload, answer questions and publish. Agree who maintains the support address, privacy policy and payment information once development ends.
Account requirements and verification can take time. Handle them while the app is being developed so administrative questions do not block an otherwise finished release.
2. Test before requesting approval
Test the full core journey, including sign-in, payments, failures and recovery. Involve real devices and people who do not already know the app. TestFlight and Google Play testing tracks let you distribute test builds before a public launch.
For personal developer accounts created after 13 November 2023, Google requires a closed test with at least 12 testers continuously opted in for at least 14 days before applying for production access. This requirement applies to that account category, not every publisher. Access also involves an application and assessment.
Use the testing period to learn whether people understand the product. A form full of “everything worked” is less useful than observing where a new user hesitates, misunderstands or gives up.
3. Prepare store content and data disclosures
Prepare a name, description and screenshots that explain what the app actually does. Screenshots should show real situations and make the core benefit easy to grasp. Allow time for the languages and devices you plan to support.
Map the data collected by the app and third-party services, its purpose and how it is used. Use that inventory for Apple’s privacy information and Google Play’s Data safety section. Disclosures must describe the actual app, not merely your intention.
Provide working contact and privacy links. Review requirements relevant to your app, including age ratings, account deletion and user-generated content where applicable. Do not copy another product’s disclosures without checking them.
4. Upload and make review straightforward
Build with tools and SDK versions that meet current requirements. In Apple’s process, upload a build to App Store Connect and associate it with the version submitted for review. Check the latest submission requirements before creating the final build.
New Google Play apps use Android App Bundle and Play App Signing. Complete the Play Console setup, upload to the appropriate track and resolve errors that prevent submission.
Give reviewers the access they need and precise explanations of less obvious features. Ensure connected services remain available during review. If the app is rejected, address the specific issue and explain what changed in your next submission.
5. Plan release and follow-up
Avoid promising customers or advertisers a fixed approval date before you know the release is ready. Approval, availability in your target markets and the start of your marketing campaign are separate milestones.
Google Play percentage-based staged rollouts apply to updates, not the first production release. A limited set of countries may be appropriate for an initial launch. Choose markets where you can support users and learn effectively.
Monitor failures and feedback after launch. Assign responsibility for support and prepare to make corrections quickly. Publishing opens the door; acquiring and retaining users is the next part of the job.
Common questions
How long does app approval take?
Timing depends on the platform, account, app and any clarification required. Allow room for another submission and use App Store Connect and Play Console status information as your reference. Do not base a committed launch date on a generic estimate.
Can an AI-built app be published?
The development method alone does not determine approval. The app must meet current requirements for content, functionality, security, privacy and payments. Review the result as carefully as any other code.
Sources and further reading
- Apple: Submitting to the App Store
- Apple: App Review Guidelines
- Google Play: Testing requirements for new personal accounts
- Google Play: Prepare and roll out a release
- Google Play: Data safety
Store requirements and guidance were checked on 23 September 2026. Always confirm current requirements before submitting.