To publish on the App Store, enroll in the Apple Developer Program ($99 per year), create an app record in App Store Connect, and upload a build from Xcode. Then complete the metadata, screenshots, App Privacy details, and age rating, test with TestFlight, and submit for App Review. Apple says most submissions are reviewed within 24 hours. You can release automatically, manually, or with a phased release.
Enroll in the Apple Developer Program
You can enroll as an individual or as an organization. Individuals publish under their personal legal name, while organizations publish under the company name and need a D-U-N-S number plus authority to bind the company to Apple's agreements. The membership costs $99 per year, and Apple offers fee waivers for eligible nonprofits, accredited educational institutions, and government entities in some regions.
The seller name on your listing comes from this enrollment, so choose deliberately. A company enrolled as an individual will show a person's name, which can undermine trust in categories like finance or health. If you distribute in the European Union, you will also need to declare your trader status under the Digital Services Act. Apps without that declaration can be removed from EU storefronts.
Create the app record in App Store Connect
In App Store Connect, create a new app with its platform, primary language, bundle ID, and an internal SKU. The bundle ID must match your Xcode project and cannot be changed after you upload a build. The app name you enter here reserves the name across the store, and a name can only be held by one app at a time.
Pick your primary and optional secondary category now, because category affects where you appear in browsing and charts. Our category selection framework walks through the trade-off between competition and relevance. Set pricing and availability by country, and decide whether the app is part of a universal purchase across iPhone, iPad, Mac, and Apple TV.
Write metadata that earns search relevance
The App Store indexes a short list of fields: the app name (up to 30 characters), the subtitle (up to 30), and the hidden keyword field (up to 100 bytes). The description is not used as a search keyword source in the same way, but it still persuades visitors who scroll. Our guides to the App Store keyword field, subtitle formulas, and the App Store character limits cheat sheet show how to use every character.
Promotional text (up to 170 characters) appears above the description and can be updated without a new app version, which makes it the best place for timely messages. Name, subtitle, keywords, and screenshots change only with a new version submission, so get them right before launch with proper ASO keyword research.
Prepare screenshots, previews, and the icon
Each localization needs at least one screenshot and supports up to ten per device size, plus up to three app preview videos of 15 to 30 seconds. You no longer need a separate set for every iPhone size: providing the largest required size lets App Store Connect scale it down for smaller devices. Our App Store screenshot sizes guide lists the exact pixel dimensions.
The first three screenshots do most of the work because they appear in search results. Treat them as a storyboard, as covered in App Store screenshot design, and provide a 1024 x 1024 icon without transparency that remains legible at small sizes. See our app icon sizes guide for current requirements, including dark and tinted appearances.
Complete App Privacy, age rating, and compliance
App Privacy details, often called privacy nutrition labels, describe what data you and your third-party partners collect and whether it is used to track users. They appear on your product page, so accuracy matters for both compliance and conversion. If your app tracks users across other companies' apps or websites, you also need the App Tracking Transparency prompt, covered in our guide to the ATT prompt and opt-in rates.
The age rating questionnaire was expanded in 2025 with new 13+, 16+, and 18+ tiers, so answer it carefully. You will also answer export compliance questions about encryption and confirm content rights for any third-party material. Read our age rating guide before you submit, because a rating that is higher than necessary can limit reach.
Upload, test with TestFlight, and submit for review
Archive the app in Xcode and upload it to App Store Connect, either from Xcode or with the Transporter app. Apple periodically raises the minimum Xcode and SDK version accepted for uploads, so check current requirements before your release window. Once the build processes, you can distribute it with TestFlight to up to 100 internal testers and up to 10,000 external testers.
When you submit for review, add notes and a demo account if any feature sits behind a login. Apple states that on average 90% of submissions are reviewed in under 24 hours, but complex apps or apps with guideline questions can take longer. Our explainer on the App Store Review Guidelines covers the rules behind most rejections.
Choose how to release
After approval, you can release immediately, release manually at a time you choose, or schedule a date. For updates, a phased release spreads automatic updates over seven days to a growing share of users with automatic updates turned on, and you can pause it if a problem appears. Anyone can still download the new version manually during the phase.
Launch is when ASO measurement begins. Annotate the release date, then track impressions, product page views, and conversion in App Store Connect Analytics. Use the app launch ASO checklist to confirm the essentials, and plan your first product page optimization test once traffic is stable.
How to do it, step by step
- Enroll in the Apple Developer ProgramChoose individual or organization, request a D-U-N-S number if needed, and pay the $99 annual fee. Enrollment for organizations can take several days.
- Create the app record and reserve the nameIn App Store Connect, add a new app with its bundle ID, SKU, primary language, and name. Set categories, pricing, and availability.
- Upload a build and test it in TestFlightArchive in Xcode, upload, and invite internal testers first. Add external testers after the first build passes Beta App Review.
- Complete metadata, media, and privacy detailsAdd the subtitle, keywords, description, screenshots, and previews for each localization, then complete App Privacy, the age rating questionnaire, and export compliance.
- Submit for App Review with clear notesInclude a working demo account, explain any non-obvious features, and list hardware or location requirements so the reviewer can test everything.
- Release deliberatelyPick manual, automatic, or scheduled release, and use phased release for updates so you can pause if crash rates rise.
Before and after examples
Illustrative examples written for a generic app in this category, not client results. Swap in your own product, audience, and data.
Please approve quickly.
Demo login: review@example.com / Review2026. To see the premium workout library, tap Profile, then Subscription. Bluetooth heart-rate features need a compatible strap; a video demo is linked here.
Why it works: Reviewers need a path through every feature. Specific steps prevent guideline 2.1 rejections for incomplete information.
The best app for everyone
Meal plans for busy families
Why it works: Apple's guidelines discourage unverifiable superlatives, and a specific audience and outcome earn search relevance.
recipes, recipe, meal plan, meal planner, food app
dinner,weekly,planner,grocery,list,healthy,family,batch,prep
Why it works: Commas without spaces save bytes, and repeating words from the name or plurals wastes space Apple already covers.
Action plan
- Enroll as an organization if you are a company
- Reserve the app name early in App Store Connect
- Choose categories with a competition-relevance trade-off
- Write name, subtitle, and keywords from research
- Upload the largest required screenshot size per device
- Complete App Privacy and the new age rating questions
- Use phased release for every update
Metrics to monitor
- Review turnaround time per submission
- Rejections by guideline number
- Impressions to product page view rate
- Product page conversion rate
- TestFlight crash reports before release
Record the baseline, release date, audience, markets, and external changes before interpreting movement. Rankings and conversion are useful signals, but a decision is stronger when activation, retention, and business value confirm that the page attracted the right users.
Frequently asked questions
How much does it cost to publish on the App Store?
The Apple Developer Program costs $99 per year. Apple also takes a commission on paid apps and in-app purchases, typically 15% or 30%, as explained in our guide to App Store and Google Play fees.
How long does App Store review take?
Apple says that on average 90% of submissions are reviewed in less than 24 hours. Apps with complex features, missing information, or guideline questions can take longer, and you can request an expedited review for critical fixes.
Can I publish an iOS app without a Mac?
Building and uploading normally requires Xcode on a Mac, although cloud build services can compile and upload on your behalf. App Store Connect itself works in any browser.
Can I change my app name after publishing?
Yes, with a new version submission, but changes can affect brand search and rankings. Read our guide to changing your app name before you rename.
Do I need a privacy policy for an iOS app?
Yes. Every app needs a privacy policy URL in App Store Connect, and the App Privacy details must match what your app and its third-party SDKs collect.
Keep reading
More in Platform Guides
Browse all 9 Platform Guides guides
Work with ASOWin
Primary sources
Platform capabilities and limits can change. Verify current requirements in these official resources:
