How to Publish an App on the App Store and Google Play

Short answer: to publish an app, you join the Apple Developer Program (US$99 a year) and create a Google Play developer account (a one-time US$25 fee), prepare each store listing with screenshots, a description, a privacy policy and privacy answers, upload a signed release build, and submit it for review. Apple reviews every app and update before release. Google also reviews apps, and new personal Play accounts must run a closed test before they can publish to everyone.

This guide walks through both stores step by step, lists what you need before you start, and explains the most common reasons apps are rejected.

Key takeaways

• Publish under your company's own developer accounts, not your developer's, so you own the listing, reviews and downloads.
• Organisation accounts need company details, and Apple asks for a D-U-N-S number. Start this early; verification can take time.
• Both stores require a privacy policy and accurate answers about the data your app collects.
• If users can create an account in your app, both stores expect them to be able to delete it from within the app.
• Give reviewers a working demo login and clear notes, which avoids many rejections.

App Store vs Google Play at a glance

Store rules change regularly, so check the current requirements in App Store Connect and Play Console before you submit.

What you need before you submit

• Developer accounts in your company's name, with two-factor authentication.
• App name, subtitle and description written for the people searching the store.
• Screenshots for the required phone (and tablet, if supported) sizes, plus an optional preview video.
• App icon in the required sizes.
• Privacy policy URL hosted on your website.
• Privacy answers describing what data you collect, why, and whether it is shared or used for tracking.
• Age rating questionnaire answered honestly.
• Support URL and contact email.
• A demo account for reviewers if your app needs a login.

How to publish on the Apple App Store

1. Enrol in the Apple Developer Program as an organisation.
2. Create the app record in App Store Connect with its bundle ID, name and primary language.
3. Upload a release build and test it with TestFlight.
4. Complete the listing: description, keywords, screenshots, App Privacy details, age rating and pricing.
5. Add review notes and the demo login, then submit for review.
6. Once approved, release it immediately, on a date you choose, or as a phased release.

How to publish on Google Play

1. Create a Play Console developer account and complete identity or organisation verification.
2. Create the app and complete the app content section: privacy policy, data safety, ads, target audience and content rating.
3. Upload a signed Android App Bundle to an internal or closed testing track.
4. If your account is a new personal account, run the required closed test with real testers before applying for production access.
5. Complete the store listing and roll out to production, optionally as a staged rollout to a percentage of users.

Why do apps get rejected?

• Crashes and bugs found during review.
• No working demo login or unclear instructions for reviewers.
• Incomplete or inaccurate privacy information, or a missing privacy policy.
• Missing in-app account deletion for apps that let users sign up.
• Too little functionality, such as an app that only wraps a website.
• Payments for digital goods that bypass the store's in-app purchase rules where they apply.
• Misleading metadata: screenshots or descriptions that do not match the app.

A rejection is not the end. Read the reviewer's note, fix the issue, reply in the resolution centre if something was misunderstood, and resubmit.

After launch

• Watch crash reports and reviews in App Store Connect and Play Console.
• Improve your listing: test screenshots and descriptions to raise conversion.
• Keep up with OS updates; Google Play requires apps to target recent Android versions to stay available to new users.
• Plan regular releases for fixes and features.

Store fees and yearly updates are part of an app's running costs; see our breakdown of mobile app development cost. If you are still building your first version, our guide to MVP development for startups covers what to launch with.

Working with Adivantech

Adivantech builds and launches iOS and Android apps for clients in the US, the UK, the UAE and Pakistan, and handles store set-up, listings, privacy disclosures and review submissions in your company's own accounts. We plan for both stores' rules from the first design, so review is not a last-minute surprise.

See our mobile app development and Flutter app development services, or book a free consultation.

Frequently asked questions

How long does App Store review take?

Many apps are reviewed within a day or two, but it can take longer, especially for a first submission or around holidays. Plan launch dates with a buffer.

Can my developer publish the app under their account?

They can, but it is better to use your company's own accounts. Moving an app between accounts later is possible but takes extra steps, and you want to own the listing, reviews and revenue from the start.

Do I need a privacy policy for my app?

Yes. Both stores require a privacy policy link, and it must match what your app actually collects and how it uses that data.

Can I publish the same app on both stores from one codebase?

Yes. Apps built with Flutter or React Native produce separate iOS and Android builds from one codebase, which you then submit to each store.