How long app review takes on the App Store and Google Play

Apple’s own page points at the usual cause: incomplete submissions take longer, and on average over 40% of unresolved issues relate to guideline 2.1, App Completeness, which covers crashes, placeholder content and missing information. Give the reviewer a working demo account and clear review notes, and see common App Store rejection reasons before you submit. On Google Play, nothing goes to review until you send it: changes collect under Changes not yet sent for review on the Publishing overview page until you submit them.

Apple accepts expedited review requests in extenuating circumstances, such as a critical bug fix or a release tied to an event you are directly associated with. For a bug fix, include the steps to reproduce the bug in the current version; for an event, name the event, its date and your app’s connection to it. Apple also offers a shortcut for bug fixes: if review finds other issues in a bug fix update, you can reply to the message and ask for the current submission to be approved, fixing the rest in the next one, as long as there are no legal or safety concerns.

Review time is out of your hands; release time is not. On the App Store, choose a manual release so an approved version waits in Pending Developer Release until you press the button, or roll it out gradually with a phased release. On Google Play, turn on managed publishing: updates are reviewed as usual, and after approval you decide exactly when they go live. With standard publishing, approved updates go live as soon as possible.

Google says that for certain developer accounts it takes more time to review apps thoroughly, which can mean up to seven days or longer. New personal accounts also have a testing step before production, see the 12 testers for 14 days rule. On the App Store, the first In-App Purchase of each type has to go to review with an app version, so plan it into the same submission: how to submit an In-App Purchase for review.

Getting through review puts the app on the store; being found is the rest. Censuus ranks apps by the visits they draw, and adding your app is free on the List my app form. Placement comes from traffic and sponsorship: apps climb on the visits they draw, and a sponsor can pay to rise higher.