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Understanding the iOS App Submission and Approval Process

Updated: Aug 11, 2023

In today's digital era, the creation of an exceptional iOS app marks just the initial stride in your app's overall journey. Beyond the realms of coding, design, and functionality, lies the pivotal step of submitting and obtaining approval for your masterpiece on the Apple App Store – a stage that opens the doors to an expansive user base and boundless possibilities. This comprehensive guide is designed to illuminate the path through the labyrinthine process of iOS app submission and approval, serving as your compass in navigating this critical phase of your app's lifecycle.

Consider your iOS app as a finely crafted work of art, waiting to be unveiled to the world. Yet, the process of introducing your creation to the digital universe is far from trivial. It encompasses a series of intricate steps that reach beyond the app itself, delving into the domains of technical adherence, user-centricity, and aligning with Apple's stringent guidelines. As you embark on the journey of app submission, you are not just releasing a product; you are embarking on a voyage that intertwines creativity, compliance, and communication.

Understanding the iOS App Submission Process

The Apple App Store stands as the conduit connecting your app with millions of potential users worldwide. It's a bustling marketplace where creativity converges with demand, where innovation meets curiosity. However, entering this realm requires more than just a great app; it necessitates an understanding of the intricacies that govern it.

Importance of App Submission

Submitting your meticulously crafted app to the Apple App Store isn't a routine checkbox to tick; it's a monumental threshold leading you to a worldwide audience hungry for innovation. This pivotal juncture transforms your app from a well-kept secret into a digital phenomenon with the potential to change lives, capture imaginations, and even generate revenue.

The App Store is the digital crossroads where your app meets a global community of users. Think of it as a bustling marketplace where your creation, born from your unique vision, finds its place on the shelves among a sea of other digital wonders. But unlike a physical marketplace, the App Store's reach extends far beyond local borders. It has the power to connect you with users from across the world, individuals who might never have encountered your creation otherwise.

The Currency of Visibility and Downloads

Visibility is the oxygen that fuels an app's journey toward success. When you submit your app to the App Store, you're opening the door to users' devices around the world. Every download becomes a testament to your app's allure, a vote of confidence in your ability to meet a need or provide entertainment. With each download, your app's footprint expands, and its potential to influence grows.

From Vision to Reality

Consider the journey that led to your app's submission. It's a path defined by sleepless nights, tireless coding, and countless iterations. You've huddled over design mock-ups, ironed out bugs, and navigated the intricacies of user experience. Each pixel, each line of code, is a testament to your passion and dedication. App submission marks the culmination of this journey, transforming a vision into a tangible reality that users can touch, interact with, and integrate into their lives.

The Bridge to Revenue Generation

App development isn't just about fulfilling a creative itch; it's also about sustainability. Revenue generation is the lifeblood that allows you to continue improving your app, adding features, and supporting users. A well-executed submission sets the stage for potential revenue streams. Whether through in-app purchases, subscriptions, or ads, your app's availability on the App Store is the foundation upon which these monetization strategies are built.

Meeting Expectations and Fulfilling Goals

During development, you set goals for your app. These could range from providing a solution to a specific problem, offering entertainment, or even revolutionizing a particular industry. App submission is the moment these goals get the opportunity to materialize. It's when users engage with your creation and its features, and it's when you begin to see the fruits of your labor making an impact.

In essence, the process of submitting your app to the App Store is a transformative step. It's the moment your app ceases to exist solely within your development environment and enters the realm of real-world interaction. It's an opportunity to share your innovation with the world, to gain feedback, to iterate, and to create a ripple effect of change. The hours of coding, designing, and testing culminate in this milestone – a moment where your creation takes its first steps into the vast digital landscape prepared to leave its mark on the world.

Overview of the App Submission Process

The app submission process is a multi-faceted journey that requires meticulous attention to detail. It involves preparing your app, creating an App Store Connect account, building your app package, undergoing the app review process, and eventually releasing your app to the eager hands of users.

A. Preparing Your App for Submission

Before embarking on the submission journey, there are key considerations that warrant your attention. These include ensuring your app's functionality across various devices and screen sizes, crafting a seamless user experience that aligns with Apple's design guidelines, and thoroughly reviewing app content to ensure it meets the necessary guidelines.

1. Ensuring App Functionality

Your app's functionality is the bedrock of a positive user experience. Testing your app on different devices and screen sizes is crucial to iron out any compatibility issues that might arise. A seamless experience across devices enhances user satisfaction and minimizes potential negative feedback.

2. User Experience and Design

Apple's design guidelines set the stage for an aesthetically pleasing and user-friendly app. Consistency in design, adherence to interface guidelines, and accessibility considerations contribute to a user experience that feels familiar, intuitive, and enjoyable.

3. Reviewing App Content

App content should align with user expectations and Apple's policies. Ensuring that your app's content is appropriate, adheres to age ratings, and respects user privacy sets the foundation for a trustworthy and credible app.

4. Testing and Debugging

Thoroughly testing your app is the armor against unexpected bugs and crashes. Rigorous testing ensures that users encounter a smooth, glitch-free experience, improving the chances of positive reviews and higher retention rates.

B. Creating an App Store Connect Account

1. Overview of App Store Connect

App Store Connect serves as your control centre for managing your app's presence on the App Store. It's where you provide app details, set pricing, track app performance, and manage updates.

2. Registering as an Apple Developer

To submit an app, you need to be a registered Apple Developer. This involves agreeing to Apple's terms and conditions and enrolling in the Apple Developer Program.

3. Setting Up App Information

Creating a compelling app listing is essential for capturing users' attention. Choosing an appealing app name, crafting a captivating description, and selecting relevant keywords are crucial steps in this phase.

C. Building and Submitting Your App

1. Generating App Archive

Before submitting, you need to generate an app archive that encapsulates your app's code and resources. This archive is prepared for upload to the App Store Connect platform.

2. Uploading to App Store Connect

App Store Connect serves as the hub for submitting your app. Uploading your app package, complete with metadata and assets, is the next step in the process.

3. Completing App Information

Filling out detailed information about your app is essential for its presentation on the App Store. This includes providing app details, setting version numbers, and defining build numbers for tracking updates.

4. App Review Information

Sharing any relevant information with Apple's app reviewers can help expedite the review process. This is where you can provide additional context and guidance on how to interact with your app.

D. The App Review Process

1. Apple's Review Guidelines

Apple maintains strict guidelines to ensure that apps on the App Store meet certain quality and content standards. Familiarizing yourself with these guidelines is crucial to avoid potential rejections.

2. Review Timeline and Process

The review timeline can vary but typically takes a few days. Reviewers assess your app's compliance with guidelines, functionality, performance, and overall user experience.

3. Communicating with Apple Reviewers

Effective communication with Apple's reviewers can expedite the process. Addressing any questions or concerns they might have promptly can help avoid unnecessary delays.

4. Handling Rejections

Rejections can happen for various reasons, such as non-compliance with guidelines or technical issues. Understanding the reasons for rejection and rectifying them is crucial for resubmission.

E. Release and Post-Approval

1. App Approval and Release

Once your app is approved, you can set a release date or release it immediately. It's a moment of accomplishment as your app is now available to users.

2. Post-Approval Considerations

After release, monitoring user feedback, addressing any bugs, and planning updates are essential to maintain a positive user experience and enhance your app's reputation.

F. App Store Optimization (ASO)

1. Optimizing App Metadata

App Store Optimization (ASO) involves optimizing your app's metadata, including the app title, keywords, and description, to enhance its discoverability.

2. Using Relevant Keywords

Carefully selecting keywords that align with your app's purpose and features can significantly improve its visibility in the App Store search results.

3. Monitoring and Adapting ASO Strategy

ASO is an ongoing process. Monitoring the effectiveness of your chosen keywords and adapting your strategy based on user search trends can help your app maintain a prominent presence in the App Store.


Submitting an app to the App Store is not a simple button-click affair; it's a multi-dimensional expedition that demands meticulous planning, unwavering commitment to guidelines, and enduring pursuit of excellence. This multifaceted process is akin to crafting a masterpiece – every stroke of creativity, attention to detail, and adherence to standards contributes to the final success of your creation.

Before your app takes its first step into the App Store, meticulous preparation is essential. It's like laying down the blueprint for a skyscraper. This phase encompasses honing your app's functionality, crafting a seamless user experience, and ensuring that your content aligns with Apple's guidelines. Just as a skyscraper's foundation determines its stability, careful preparation underpins the integrity of your app submission journey.

At sWorks, we're not just developers; we're creators of cutting-edge digital experiences. With a proven track record of transforming ideas into top-performing apps, we blend technical mastery with creative finesse to craft solutions that resonate with users. From concept to code, we're driven by a passion for innovation, collaborating closely with you to ensure your vision takes centre stage.


1. What are the key steps in the submission process?

A. The main steps include creating an Apple Developer account, preparing your app's metadata (title, description, screenshots), ensuring compliance with guidelines, testing your app thoroughly, submitting it for review, and managing updates.

2. How do I create an Apple Developer account?

A. You can create an Apple Developer account on the Apple Developer website. This account is required to submit apps to the App Store. There might be an annual fee associated with this account.

3. What guidelines should my app follow?

A. Your app must adhere to Apple's App Store Review Guidelines, covering aspects like functionality, design, content, and more. These guidelines are in place to ensure a positive user experience and maintain the quality of the App Store.

4. How do I optimize my app for search and discoverability?

A. App Store Optimization (ASO) involves optimizing your app's metadata, including its title, keywords, description, and screenshots. This helps improve your app's visibility in search results and category listings.


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