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

Key takeaways

• Google Play needs a developer account with a one-off $25 fee; Apple's Developer Program costs $99 a year.
• New personal Google Play accounts must run a closed test with at least 12 testers for 14 days before going to production.
• Both stores require privacy declarations: Google's Data safety form and Apple's privacy details.
• Apple reviews every submission against its App Review Guidelines; plan time for questions or changes.
• Publish under accounts in your business's name, not your developer's.

The final step of building an app is getting it into the stores — and both Google and Apple have rules, forms and reviews to pass. Planning for them early avoids last-minute delays.

Before you start

• Register developer accounts in your business's name, so you own the apps.
• Prepare your app name, icon, screenshots, short and full descriptions, and a privacy policy URL.
• Know what data the app collects and why — both stores ask in detail.
• Test on real devices, including older phones and small screens.

Publishing on Google Play

1. Create a Play Console account: A one-off $25 registration fee, with identity verification. Organisations also verify their business details.
2. Create the app: Set the name, default language and whether it is an app or a game, free or paid.
3. Complete the policy forms: Data safety, content rating questionnaire, target audience, ads declaration and app access details for reviewers.
4. Set up the store listing: Descriptions, icon, feature graphic and screenshots.
5. Test first: Use internal and closed testing tracks. New personal accounts must run a closed test with at least 12 testers for 14 continuous days before applying for production access.
6. Release: Upload the Android App Bundle to the production track, roll out — optionally to a percentage of users first — and submit for review.

Google also requires apps to target a recent Android API level, so plan an update at least once a year to stay compliant.

Publishing on the Apple App Store

1. Join the Apple Developer Program: $99 a year. Organisations need a D-U-N-S number for verification.
2. Create the app in App Store Connect: Bundle ID, name, primary language and SKU.
3. Complete privacy details: Declare the data your app collects and how it is used, plus your privacy policy URL.
4. Test with TestFlight: Upload builds from Xcode or your build service and invite internal and external testers.
5. Prepare the listing: Screenshots for required device sizes, description, keywords, support URL and age rating.
6. Submit for review: Apple reviews against its App Review Guidelines. Provide demo account details if the app needs a login.

Common reasons for rejection

• Crashes, broken links or placeholder content.
• Missing demo login details for reviewers.
• Incomplete or inaccurate privacy declarations.
• Digital purchases not using in-app purchase where the store requires it.
• Apps that are little more than a website in a wrapper.

After launch

Monitor crash reports and reviews, reply to users and plan regular updates for new OS versions. App store optimisation — a clear title, strong screenshots and good ratings — helps people find the app.

Frequently asked questions

How long does app review take?

Reviews are often quick but vary; plan a few days' margin for first submissions and possible questions from reviewers.

Can I publish an app without a Mac?

For Android, yes. For iOS you need Apple's build tools, but cloud build services or your developer can build and upload it for you.

Who should own the developer accounts?

Your business. Apps published under an agency's or freelancer's account are hard to take back later.

Store setup, listings and release are part of every app our mobile app development team delivers, always published under your own accounts.