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

Your app works on your phone and your testers love it. Now comes the part many first-time founders underestimate: getting it into the App Store and Google Play. Between developer accounts, identity checks, privacy forms, screenshots, testing requirements and review, launch can slip by weeks if you start late.

The good news is that both stores publish their rules, and most rejections come from a short list of avoidable mistakes.

This guide walks through publishing on both platforms step by step, explains the costs and timelines, and covers the most common rejection reasons and how to avoid them. Requirements change every year, so check the official pages linked at the end before you submit.

Before you submit: what both stores require

Whichever store you start with, have these ready:

• A finished, stable app. No placeholder screens, broken buttons or “coming soon” features.
• A privacy policy URL that explains what data you collect and why.
• A support URL or contact customers can actually use.
• Store assets: app name, subtitle or short description, full description, keywords (Apple), icon and screenshots for each required device size.
• Accurate privacy disclosures: Apple’s App Privacy details and Google Play’s Data safety form.
• Test login details if any part of the app needs an account.
• An account deletion option if users can create accounts. Apple has required in-app account deletion since June 30, 2022, and Google Play requires both an in-app option and a web link where users can request deletion.

If you are still deciding how to build your app, our guides to native vs cross-platform development and Flutter vs React Native cover the trade-offs.

Apple App Store vs Google Play at a glance

Step 1: set up your developer accounts

Apple. Enroll in the Apple Developer Program as an individual or an organization. Organizations need a D-U-N-S Number from Dun & Bradstreet, which Apple uses to verify your legal entity. Apple does not accept DBAs or trade names, so enroll under your registered legal name. D-U-N-S Numbers are free in most places, but can take time to issue, so request one early.

Google. Create a Play Console developer account, pay the $25 registration fee and complete identity verification. Organization accounts also need a D-U-N-S Number, and the legal name and address must match your Dun & Bradstreet profile. Google warns that some third-party services charge fees for D-U-N-S registration that is free directly.

Key takeaway: Account setup, identity checks and Google’s closed testing rule can take several weeks before you ever reach app review. Start enrollment as soon as you commit to launching, not when the code is done.

Step 2: publish on the Apple App Store

1. Create the app record in App Store Connect. Choose the platform, name, primary language, bundle ID and SKU.
2. Archive and upload your build from Xcode (or with Transporter). From April 28, 2026, Apple requires apps uploaded to App Store Connect to be built with Xcode 26 or later using the iOS 26 SDK.
3. Test with TestFlight. Invite internal and external testers to catch crashes on real devices and current iOS versions.
4. Complete your product page: description, keywords, screenshots for required device sizes, app preview videos (optional), support URL and privacy policy URL.
5. Fill in App Privacy details, describing the data your app and any third-party SDKs collect.
6. Answer the age rating questions. Apple introduced an updated age rating system and asked developers to answer the new questions by January 31, 2026.
7. Set pricing and availability, and configure any in-app purchases or subscriptions.
8. Add App Review information: a working demo account and password, plus notes for any special setup or hardware.
9. Submit for review, and choose whether to release automatically on approval, manually or on a scheduled date.

Step 3: publish on Google Play

1. Create the app in Play Console. Enter the app name, default language, whether it’s an app or game and whether it’s free or paid. Note that a free app can’t later be changed to paid.
2. Complete the App content section. This includes the privacy policy, app access (test credentials), ads declaration, content rating questionnaire, target audience, Data safety form and any required declarations.
3. Set up the store listing: short and full description, icon, feature graphic and phone screenshots (plus tablet screenshots if you support tablets).
4. Upload an Android App Bundle signed for release to a testing track. Make sure it meets the current target API level requirement.
5. Run testing. If you have a personal developer account created after November 13, 2023, Google requires a closed test with at least 12 testers who stay opted in for at least 14 continuous days before you can apply for production access. Google says it usually reviews production access applications within 7 days.
6. Apply for production access (if required), then create a production release.
7. Choose countries and roll out. You can use a staged rollout to release to a percentage of users first.
8. Send for review. Most reviews finish within days, but Google notes some apps may face extended reviews of up to 7 days or longer.

Common rejection reasons and how to avoid them

Apple publishes a list of common app rejections and says that more than 40% of unresolved issues relate to guideline 2.1, App Completeness. Google Play rejections usually trace back to its Developer Program Policies, especially around user data and permissions.

Good automated and manual testing catches most of these early. Our guide to unit vs integration vs end-to-end testing explains how to cover your app properly, and a CI/CD pipeline can automate builds and uploads.

What to do if your app is rejected

1. Read the rejection message carefully. Both stores cite the guideline or policy involved.
2. Fix the issue and reply. In App Store Connect, you can reply in the Resolution Center; in Play Console, check the Policy status and inbox.
3. Resubmit with clear notes explaining what you changed.
4. Appeal only when you believe the reviewer misunderstood. Apple lets you appeal to the App Review Board once per rejected submission, with specific reasons your app complies. Google Play offers an appeal process for policy decisions in Play Console.
5. Use expedited review sparingly. Apple accepts expedited requests for critical bug fixes and time-sensitive events.

Where to start: a launch timeline

• 6-8 weeks before launch: Enroll in both developer programs and request a D-U-N-S Number if you’re an organization.
• 4-6 weeks before: Start Google Play closed testing with at least 12 testers if your account needs it; start TestFlight testing.
• 3-4 weeks before: Write store listings, create screenshots, publish your privacy policy, complete privacy forms and age ratings.
• 2 weeks before: Submit to both stores, leaving time for a rejection and resubmission.
• Launch day: Release manually or on a schedule, and monitor crash reports and reviews.

Budget matters too. Store fees are small compared with development; see how much it costs to build an app for the full picture. If your app handles personal data, check the US state data privacy laws that may apply. This is not legal advice.

The bottom line

Publishing an app is a process, not a button. Set up your Apple and Google developer accounts early, meet each store’s build and testing requirements, write honest privacy disclosures and give reviewers everything they need to test your app. Most rejections come from incomplete apps, missing demo accounts, broken links and privacy mismatches, all of which you can fix before you submit. Plan for 6 to 8 weeks from enrollment to launch, and you’ll avoid most surprises.

Sources

• Apple Developer: App Review — review times, common rejections, demo accounts, expedited review and appeals
• Apple Developer: Upcoming requirements — Xcode 26 and SDK requirement from April 28, 2026; age rating changes
• Apple Developer: Enrollment help — membership fee, D-U-N-S requirement and legal entity rules
• Play Console Help: App testing requirements for new personal developer accounts — 12 testers for 14 days
• Android Developers: Target API level requirements for Google Play — Android 16 target from August 31, 2026
• Play Console Help: Understanding Google Play’s app account deletion requirements — in-app and web deletion options