Directories are one route; Apple’s stores, Homebrew, Setapp and a few editors are others, and each publishes what it needs. Prepare the assets once and reuse them.
Direct downloads: sign and notarize
Outside the Mac App Store, Gatekeeper looks for a Developer ID signature, and only the Account Holder of an Apple Developer Program team can generate that certificate. Membership costs 99 USD per membership year. Apple requires notarization for Developer ID software built after June 1, 2019. It is an automated scan, not App Review, and Xcode’s flow usually finishes in under an hour. Turn on the hardened runtime, add a secure timestamp and staple the ticket to your DMG or PKG.
- Apple advises notarizing older releases too; it helps tell your builds from tampered copies.
- Upload with notarytool: the notary service stopped accepting altool and Xcode 13 uploads on November 1, 2023.
Sources: Apple: Notarizing macOS software before distribution · Apple: Signing Mac software with Developer ID · Apple Developer Program: pricing and fees
Mac App Store rules and review time
Mac App Store apps follow guideline 2.4.5: sandboxed, packaged with Xcode technologies (no third-party installers), self-contained, updated only through the store, and with no license screen at launch, license keys or own copy protection. A direct-download build that uses its own updater or license keys needs changes first. Apple says App Review typically reviews at least 50% of submissions in under 24 hours and 90% in under 48. Over 40% of unresolved issues, on average, are guideline 2.1 App Completeness: crashes, placeholder content, missing information.
- Fill in App Review Information (demo accounts, special setup); Apple says missing details can delay review.
- A working support link and a privacy policy link are required for all apps, and broken links are a common problem.
Sources: Apple: App Review Guidelines (2.4.5) · Apple: App Review
Mac App Store product page limits
In App Store Connect the app name runs 2 to 30 characters and the subtitle up to 30. Promotional text allows 170 characters, the description 4000, and keywords 100 bytes (each over two characters, with no other apps’ names). Mac screenshots must be 16:10 at 1280 x 800, 1440 x 900, 2560 x 1600 or 2880 x 1800; upload at least one and up to 10, as JPEG or PNG without transparency. A privacy policy URL is required for macOS apps, and the support URL must lead to real contact details.
- You can add up to three app previews (short videos) per localization and device size.
- Promotional text can change without a new submission.
Sources: App Store Connect Help: App information · App Store Connect Help: Platform version information · App Store Connect Help: Screenshot specifications
Homebrew, Setapp and Raycast
Homebrew casks need public interest beyond the author: 30 forks, 30 watchers or 75 stars for a GitHub project (90, 90 or 225 when the owner submits), and normally a repository older than 30 days. Setapp wants a notarized, Developer ID-signed universal build with no trial mode, licensing code or built-in store. A Raycast extension goes in as a pull request to raycast/extensions, created by npm run publish after npm run build passes.
- Homebrew’s official repositories are not editorial curation; software that misses the criteria can live in a third-party tap.
- Setapp does not allow paid features in its builds, proprietary installers or updaters, or activation and licensing mechanisms.
- Raycast reviews each pull request and asks for changes where needed; accepted extensions are published automatically.
Sources: Homebrew: Package Acceptance Policy · Setapp: app requirements · Raycast: Publish an extension
Beta testing, featuring and launch posts
TestFlight supports Mac apps built with Xcode 13 or later: up to 10,000 external and 100 internal testers, builds testable for 90 days, and the first build goes through App Review. For App Store featuring, Apple takes nominations in App Store Connect with at least two weeks’ notice, and up to three months ahead for wider consideration; it publishes no requirements checklist. Show HN accepts things people can run on their computers, asks you to avoid sign-up barriers, and says upgrade announcements generally are not substantive enough.
- Criteria on a public TestFlight link can limit how many external testers join through it.
- Apple may email team members with Admin, App Manager or Marketing roles for promotional assets if you are being considered.
Sources: App Store Connect Help: TestFlight overview · Apple: Getting featured on the App Store · Hacker News: Show HN guidelines
Press: what the editors say
9to5Mac’s weekly Indie App Spotlight takes pitches by email; the page addresses indie iOS developers, but its archive includes Mac apps. TidBITS says it does not read press releases, accept guest or sponsored posts or do link insertions, and wants apps that do something out of the ordinary. MacStories says its editors write only about apps they have tested themselves, use their own screenshots and never do paid reviews; editor emails are on its About page.
- 9to5Mac takes a recent launch, a major update, or any app the developer thinks is interesting.
- TidBITS asks you to check the pitch fits its readers first, and to edit any AI-written pitch hard.
Sources: 9to5Mac: Indie App Spotlight · TidBITS: Contact · MacStories: About
Facts checked Oct 9, 2026 against the sources linked in each section.