How to Publish an App on the App Store: Step-by-Step

Getting from finished code to a published App Store app involves a handful of required steps: preparing metadata, uploading a build, and passing App Review. Here’s each step broken down.

Step 1: Set up the app record in App Store Connect

1. Sign in to App Store Connect → My Apps → “+” → New App.
2. Specify the platform, name, primary language, Bundle ID (must match your registered App ID), and SKU (an internal identifier).
3. Fill out the app’s listing: description, keywords, screenshots for each required screen size, icon, category.
4. Set the age rating by answering the content questionnaire.
5. Fill in the Privacy details — a mandatory section describing what data your app collects and how it’s used.

Step 2: Build and upload

1. In Xcode, choose Product → Archive.
2. Once archiving succeeds, the Organizer opens — click “Distribute App.”
3. Choose “App Store Connect” as the distribution method.
4. Xcode validates the build against technical requirements and uploads it to App Store Connect.
5. The uploaded build usually appears in App Store Connect within 15–60 minutes of processing (including automated malware scanning and basic requirement checks).

Step 3: Attach the build and submit for review

1. On the version page in App Store Connect, select your uploaded build.
2. Fill in “What’s New in This Version” (for updates) — a required field describing the changes.
3. Confirm all required metadata fields are filled in (otherwise the submit button stays disabled).
4. Click “Submit for Review.”

How long App Review takes

Average review time is typically one to a few days, but it varies based on Apple’s current review volume, app complexity, and any prior violations. Some checks are sped up by automated preliminary analysis, but a human reviewer makes the final call on most apps.

Common reasons for App Review rejection

• Crashes and bugs — the app crashes or behaves unpredictably during the reviewer’s basic usage flow.
• Incomplete functionality — placeholder content, broken links, unfinished screens.
• Description doesn’t match actual functionality — features listed in App Store Connect aren’t present in the app itself.
• Design Guidelines violations — misusing system icons, copying the interface of other Apple apps.
• User data handling issues — collecting data without a clear stated purpose, missing a required privacy policy.
• Use of private APIs — automatically flagged by static analysis of the binary at upload.

What to do if you’re rejected

1. Carefully read the Resolution Center message in App Store Connect — it states the specific reason with a reference to the violated Guidelines section.
2. Fix the stated issue precisely, rather than reworking the whole app unnecessarily.
3. If you disagree with the decision, you can reply via the “Reply” button in Resolution Center with your reasoning, or request a call with App Review through a separate form for complex cases.
4. Resubmit after fixing the issue — this generally isn’t treated as a brand-new submission and can be reviewed faster than the initial one.

FAQ

Can review be expedited for urgent cases (a critical bug fix)?
Yes, Apple offers a “Request Expedited Review” option through a separate form — but overusing it reduces trust for future requests.

Do I need to go through full review on every update?
Yes, every new version goes through its own review, though minor updates are typically reviewed faster due to the smaller scope of changes.

Is the app unavailable to users while a new version is under review?
No — the currently published version stays available to users unchanged while a new version is under review; unavailability only applies to the new, not-yet-approved version.

This article is independent and not affiliated with Apple Inc. For official guidelines, see developer.apple.com/app-store/review/guidelines.

Related: Apple Developer API & App Store Connect API: Getting Started · TestFlight: Testing Your App Before Release · Certificates, Identifiers & Profiles: A Beginner’s Guide