App Store phased release and Google Play staged rollouts

When you submit a version update, you can choose Release update over a 7-day period using phased release in the Phased Release for Automatic Updates section of the version page in App Store Connect. The option is there while the version is being prepared, waiting for or in review, pending developer release, or rejected. Once approved, the status reads Ready for Distribution with “Phased Release” next to it. A random sample of users who have automatic updates on eligible devices then receives the update: 1% on day 1, 2% on day 2, 5% on day 3, 10% on day 4, 20% on day 5, 50% on day 6 and 100% on day 7, without being told they are part of it. Phased release applies to iOS, macOS and tvOS apps, and it needs the Account Holder, Admin or App Manager role.

If something looks wrong, choose Pause Phased Release. You can pause for a total of 30 days with no limit on the number of pauses: pause for 10 days and you have 20 left. When you resume, the rollout picks up on the day it stopped. If the update looks healthy, Release to All Users sends it to everyone with automatic updates at once. Two limits to plan for: phased release only covers automatic updates, so anyone can still download the new version manually from the App Store from day one; and if the app is removed from sale, including when your developer membership lapses, phased release stops for that version and the app returns to all users as soon as it is reinstated.

A staged rollout on Google Play sends an update to the percentage of users you pick, on production or on open and closed testing tracks. It works only for updates, not for an app’s first release. Users are chosen at random, are not notified, and when you halt and resume you reach the same set of users; a new release rolled out before the previous one completes uses the same group. Unlike Apple’s schedule, the percentage never rises by itself: you raise it under Manage rollout, Update rollout. On production releases you can also limit the rollout to chosen countries, and once it starts you cannot remove a country. Halt rollout stops new users from getting the version, while those who already have it stay on it; if the bundle itself is broken, Google suggests shipping a new release with a fixed bundle instead of resuming.

Google recommends closely monitoring crash reports and user feedback while a staged rollout is live, and points out that users who received it can already leave public reviews. It also suggests changing the store listing only after the release reaches 100%, so the page does not describe features most users do not have yet. The same logic applies on the App Store, where the 1% and 2% days are your early warning. For the checks before you submit at all, see our app launch checklist and common App Store rejection reasons; for Android stability signals, Android vitals and Google Play visibility.

A careful release keeps the reviews you have; new people still need to find the app. Censuus ranks apps by the real visit traffic they draw, and adding your app is free on the submit page. Sponsorship raises placement and adds a followed link to your website; details are on the sponsor page. For the review side of a release, see how to get more app reviews. We do not promise downloads or store rankings.