To publish an app, you need an Apple Developer account (EUR 99/year), a Google Play account (EUR 25 one-time fee), graphic assets that comply with store guidelines, and a publicly accessible privacy policy. With platforms like Appo (starting at EUR 40/month), the team manages the entire publishing process. For the App Store, you just need your own Apple account -- 5-minute guided setup. For Google Play, everything is included.
This guide covers every step in detail: from creating developer accounts to preparing assets, from privacy compliance to the review process, and the most common mistakes that lead to app rejection. The goal is to give you an actionable checklist you can follow step by step, with real timelines and costs updated for 2026.
To make your app available to the public, you need an active developer account on each store where you plan to publish. Apple and Google manage their respective marketplaces independently, with different requirements and costs.
Apple Developer Program
Enrolling in the Apple Developer Program costs EUR 99/year (source: Apple Developer). This is a recurring fee: if you don't renew, your apps are removed from the store. Registration requires an Apple ID and can be completed as an individual or as an organization.
If you register as an organization, Apple requires a D-U-N-S number (the international business identification code from Dun & Bradstreet). Obtaining one is free but can take up to 30 business days. If you don't already have one, this step alone can delay the entire process by weeks.
As an individual, the process is faster: you need a valid ID document and tax information. Approval typically takes 48 hours.
Google Play Console
Access to Google Play Console requires a one-time payment of EUR 25 (source: Google Play Console Help). There are no annual renewals. You need a Google account and, to publish apps, you must complete developer identity verification.
Since 2023, Google has introduced stricter verification requirements for new accounts: you must provide an identity document or organization details, and Google verifies the information before allowing you to publish. The process typically takes 2-5 business days.
A detail many overlook: both stores require tax information and, in some cases, banking details for payment setup. If you plan to sell the app or offer in-app purchases, this information must be entered before publication.
With services like Appo, the team handles the entire publishing process: configuration, assets, submission, and store relationship management. For the App Store, you need your own Apple Developer account ($99/year, required by Apple -- 5-minute guided setup). For Google Play, account and publishing are included in the service.
The stores don't just accept the app file: they require a complete package of graphic and text assets that will appear on the listing page. The quality of these assets directly affects your download rate.
App name
The name (or title) can contain up to 30 characters on both App Store and Google Play. It must be unique, recognizable, and — if possible — include a relevant search keyword. Apple is particularly strict about names: you cannot use generic terms like "best" or "number 1," and you cannot include price references.
Icon
The technical specifications are precise:
The icon is the first visual element the user sees. It must be legible even at small sizes (as it appears on the phone's home screen), avoid small text, and have a design consistent with your brand.
Screenshots
Both stores require screenshots of the app in action. Minimum requirements:
The best screenshots aren't simple screen captures but graphic compositions with explanatory text, branded backgrounds, and focus on key features. This is the content that convinces (or discourages) the download.
Preview video (optional but recommended)
A well-made preview video can significantly increase your store page conversion rate. Show the app in action: navigation, key features, user experience.
Descriptions
Feature graphic (Google Play only)
A 1024x500 pixel image that appears at the top of the store page and in search results. It's mandatory for publishing on Google Play and one of the first things the user sees.
Privacy compliance is not optional: it's a blocking requirement for publication. Both Apple and Google reject apps that don't comply with their respective privacy regulations, and in recent years checks have become increasingly rigorous.
Mandatory privacy policy
Both stores require a link to a publicly accessible privacy policy. It cannot be a downloadable PDF: it must be a web page reachable by anyone, even without downloading the app. The privacy policy must describe:
For the European market, the privacy policy must comply with the GDPR. If you already have a privacy policy on your website, that can serve as a starting point, but it needs to be supplemented with app-specific details (for example: push notifications, geolocation, camera access, if applicable).
Data safety declaration (Google Play)
Google Play requires completing a dedicated section called "Data safety." You must declare, item by item, which categories of data your app collects: personal data, financial data, location, contacts, photos, and so on. The declaration must be consistent with the app's actual behavior: Google verifies it, and in case of discrepancies, rejects or removes the app.
App Privacy Details (App Store)
Apple has an equivalent system called "App Privacy Details" (the so-called "privacy labels"). Here too you must declare every type of data collected, specifying whether it's used for tracking, for app functionality, or both.
Login and access requirements
If your app requires a login to access content, Apple requires you to provide a test account (username and password) to the review team. Without these credentials, reviewers cannot test the app and automatically reject it.
Google has similar requirements: if access is protected, you must provide clear instructions on how the review team can test all features.
Consent and tracking (ATT on iOS)
Since 2021, iOS apps that track users for advertising purposes must implement the App Tracking Transparency (ATT) framework and display an explicit prompt. If your app includes third-party SDKs (analytics, advertising, social login), verify whether they require ATT consent. Omitting this step is one of the most common causes of rejection.
After uploading the app with all the required assets and information, the final step is the review by the store's team. This is not an automated process: real people (and automated systems) examine your app to verify it complies with the guidelines.
Apple review (App Store)
The Apple review takes an average of 24-48 hours (source: Apple Developer Guidelines). In most cases, the result comes within one business day. Apple checks:
The last point is particularly relevant for apps derived from websites. Apple doesn't automatically reject webview apps, but it requires the app to offer added value beyond simply browsing the site. Push notifications, native navigation, quick access to key features, and a device-optimized experience all strengthen your app's case.
If the app is rejected, Apple provides a detailed explanation referencing the violated guidelines. You can fix the issue and resubmit the app for a new review. In case of disagreement, there's a formal appeal process through the App Review Board.
Google review (Google Play)
The Google review takes an average of 2-7 days (source: Google Play Console Help), though for new accounts the timeline may be longer. Google checks:
Google tends to be less restrictive than Apple regarding apps derived from websites, but is stricter on privacy declarations. A discrepancy between the data declared in the "Data safety" section and the app's actual behavior is grounds for immediate rejection.
A practical note: during the first publication, review times may be longer than for subsequent updates. Apple and Google pay closer attention to new apps because they have no compliance history.
Knowing the most common mistakes lets you avoid them before submission. Each rejection causes a delay of days (sometimes weeks, if the issue is structural), and repeated rejections can compromise the reputation of your developer account.
1. Incomplete or inaccurate store information
Mandatory fields left empty, descriptions that are too short, incorrect categories, broken privacy policy links. It sounds trivial, but it's the most frequent cause of first-attempt rejection. Every field must be filled in carefully, verifying that links are reachable and texts are free of obvious errors.
2. Outdated or mismatched screenshots
Screenshots must represent the app in its current version. If you submit screenshots from a previous version (or mockups that don't reflect the actual experience), the review team will notice and reject the submission. Apple is particularly strict on this point: screenshots must show the app running on a real device.
3. Missing, incomplete, or inaccessible privacy policy
A missing privacy policy is a guaranteed rejection. But even a present privacy policy can cause problems if: the link doesn't work, the page is password-protected, the text doesn't cover the data actually collected by the app, or the policy isn't translated into the language of the publication store.
4. App that doesn't work properly
Crashes at launch, blank screens, unresponsive features, content that doesn't load. The review team tests the app on real devices. If they find obvious bugs, they reject it. Before submitting, test the app on at least 2-3 different devices (or emulators) to verify functionality.
5. Lack of added value (especially Apple)
If the app is a simple site wrapper without additional features, Apple may reject it citing guideline 4.2 ("Minimum Functionality"). The app must offer something the mobile site doesn't: push notifications, native navigation, offline access, an optimized experience.
6. Test credentials not provided
If the app requires login, forgetting to provide test credentials is a surprisingly common mistake. Apple won't attempt to create an account: they'll reject the app and ask for credentials. Set up a dedicated test account and enter it in the "Notes for Review" field.
7. Data policy violations
On Google Play, the "Data safety" section must accurately reflect the app's behavior. If your app uses Firebase Analytics (which collects device data) but you declare "no data collected," the rejection is automatic. Verify every integrated SDK and correctly declare all collected data.
With Appo, the team manages the entire publishing process on both stores: assets, metadata, review process, and rejection handling. For the App Store, you just need your own Apple Developer account ($99/year, required by Apple) -- the team guides you through the 5-minute setup. For Google Play, everything is included.
This is the operational checklist to follow before submitting your app for review. Every item is a verifiable requirement: if even one is missing, you risk rejection or significant delays.
Considering that 73% of e-commerce traffic now comes from mobile (source: Shopify CRO Benchmarks 2026) and the mobile cart abandonment rate sits at 80-85% (source: Baymard Institute), having a well-published and optimized app on the stores is no longer a competitive advantage: it's an operational necessity for any business that sells online.
The Apple review takes an average of 24-48 hours (source: Apple Developer Guidelines), Google Play 2-7 days (source: Google Play Console Help). On top of these times, add asset preparation and account setup, which can take from a few hours to several weeks if you're starting from scratch (especially if you need to obtain the D-U-N-S number for Apple). With services like Appo, the entire process is handled by the team, from setup to publication.
Apple Developer Program costs EUR 99/year (source: Apple Developer), Google Play Console EUR 25 one-time (source: Google Play Console Help). These are mandatory costs for publishing on both stores. With Appo, the team handles the entire publishing process. For the App Store, you need your own Apple Developer account ($99/year, required by Apple) -- it takes 5 minutes to set up and the team guides you through it. For Google Play, account and publishing are fully included.
Not automatically. Apple accepts webview-based apps as long as they offer added value beyond simply browsing the mobile site: push notifications, native navigation, a device-optimized experience. Guideline 4.2 ("Minimum Functionality") is the one to comply with. With Appo, publication is handled by experts who know the guidelines and configure the app to pass review.
For an Apple Developer Program account registered as an organization, yes — you need a VAT number (or equivalent tax identifier) and a D-U-N-S number. As an individual developer, no, but you still need valid tax information (tax code, address). On Google Play Console, requirements are similar: an organization account requires business details, while a personal account requires an identity document and individual tax information.
Yes. Every update goes through a new review by the stores, with timelines generally shorter than the first publication (often a few hours on Apple, 1-3 days on Google). With automated platforms like Appo, updates sync with your site: when you modify your site, the changes are reflected in the app without having to manually manage the update and resubmission process.
You receive a communication from the store explaining the reason for rejection and referencing the violated guideline. You can fix the issue and resubmit the app for a new review. On Apple, there's also a formal appeal process through the App Review Board. Rejection isn't permanent: it's feedback on what needs to be corrected. However, repeated rejections for the same reason can lead to longer review times or, in extreme cases, account suspension.
No, you can choose to publish only on the App Store (iOS) or only on Google Play (Android). The choice depends on your audience: if your site's analytics data shows a clear prevalence of iOS or Android users, you can start with just one. In Europe, the market share is roughly 70% Android and 30% iOS, but iOS users tend to spend more on in-app purchases. To maximize coverage, publishing on both stores remains the most logical choice.
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