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How to launch an iOS app

An iOS launch runs through App Store Connect and App Review. Apple says most submissions are reviewed within a day, so review isn't usually the bottleneck; rejections are. The common ones are avoidable: missing demo credentials, no in-app account deletion, and metadata that stuffs keywords. The App Store's own search uses your name, subtitle and keyword field, so those 160 characters matter as much as any launch post.

Updated · platform facts checked against the official docs linked below

At a glance

Review time
On average, 90% of submissions in under 24 hours[1]
Name / subtitle
30 characters each[2]
Keywords field
100 bytes[3]
Developer Program
$99 per year[4]

Where people find iOS apps

  • App Store search: Name, subtitle and keywords drive search; screenshots decide the tap.
  • TestFlight public link: Build a tester list before launch; up to 10,000 external testers.
  • Product Hunt: Mobile apps work when the gallery shows the phone UI clearly.
  • Communities for the app's niche: A running app launches in running communities, not app communities.
  • Your own site: People search the web for apps too; a page you own can rank where the App Store page doesn't.

Assets to prepare

Assets to prepare before launch
AssetSpec or guidance
iPhone screenshots6.9" display: 1320×2868, 1290×2796 or 1260×2736 portrait (6.5" set required if 6.9" isn't provided). 1–10 images, JPEG or PNG, no transparency.[5]
iPad screenshots13" display: 2064×2752 or 2048×2732 portrait, if the app runs on iPad.[5]
App preview video15–30 seconds, up to 3 per localization and device size, max 500 MB.[6]
Promotional text170 characters; you can change it without a new version.[3]
DescriptionUp to 4,000 characters, plain text.[3]
Privacy policy URL and support URLBoth required for iOS apps.[2]

Store and listing rules

What the platform itself says, with a link to the page we checked.

  • Guideline 2.1: include demo account details (and keep your backend on) if the app has a login.[7]
  • Guideline 5.1.1(v): if the app supports account creation, it must offer account deletion inside the app.[7]
  • Guideline 4.2: an app should offer more than a repackaged website.[7]
  • Guideline 2.3.7: don't pack metadata with trademarks, competitor app names, prices or irrelevant phrases.[7]
  • External TestFlight testing needs the first build approved by Beta App Review.[8]
  • Expedited review is available for critical bug fixes and event-linked releases.[1]

A 4-week launch timeline

  1. Week 1 · four weeks out

    • Enroll in the Developer Program and set up App Store Connect.
    • Add in-app account deletion if you have accounts.
    • Start a TestFlight external group and share the public link.

  2. Week 2 · three weeks out

    • Research keywords users type; fill name, subtitle and the 100-byte keyword field.
    • Design screenshots that show the outcome in the first two frames.
    • Record a 15–30 second preview.

  3. Week 3 · two weeks out

    • Write the description and promotional text.
    • Prepare demo credentials and review notes.
    • Submit for review with manual release so you control the date.

  4. Week 4 · launch week

    • Build the landing page with a Download on the App Store link.
    • Brief TestFlight testers that launch is coming and ask for honest ratings.
    • Prepare Product Hunt and community posts.

Launch-day checklist

  1. Release the approved build and confirm it's live in your target countries.
  2. Email TestFlight testers and the waitlist with the App Store link.
  3. Launch on Product Hunt with phone screenshots and the preview video.
  4. Post in the niche community the app serves.
  5. Reply to every early review in App Store Connect.

After launch: SEO steps

Launch boards reset; search pages don't. These steps keep people finding you after launch week.

  1. Build a web page for the app with its own content: features, screenshots, FAQs.
  2. Add SoftwareApplication markup with operatingSystem and price; add ratings only if real.
  3. Target "{job} app for iPhone" searches with feature pages.
  4. Update promotional text for seasonal moments without resubmitting.

Common mistakes

  • No demo account for reviewers, which is a common rejection.
  • Account creation without in-app deletion.
  • Keyword field full of competitor names.
  • Screenshots that show settings screens instead of the result.

Templates for this launch

FAQ

How long does App Store review take?

Apple says that on average 90% of submissions are reviewed in less than 24 hours. Rejections add time, so check the common guideline issues first.

Which iPhone screenshot sizes are required?

Screenshots for the 6.9-inch display (for example 1320×2868 portrait), or the 6.5-inch set if you don't provide 6.9-inch. You can upload 1 to 10.

How many TestFlight testers can I have?

Up to 100 internal testers and up to 10,000 external testers. External testing needs Beta App Review approval of the first build.

Can I change App Store text after launch?

Promotional text (170 characters) can change any time. The description and keywords change with a new version.

Sources

  1. Apple Developer: App Review
  2. App Store Connect: App information
  3. App Store Connect: Platform version information
  4. Apple Developer Program: What's included
  5. App Store Connect: Screenshot specifications
  6. App Store Connect: App preview specifications
  7. Apple: App Review Guidelines
  8. Apple Developer: TestFlight

Checked . Platforms change their rules; open the source before you rely on a number.

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