How to Publish an App on the App Store (and Google Play): A Founder's Checklist

Knowing how to publish an app on the App Store matters even if a developer does the submission for you, because the accounts, listings and policies are yours. Apple and Google both review apps before they go live, and a rejection can delay a launch you've already announced. Here's the full checklist we follow for client launches, written so a non-technical founder knows what to prepare and what to expect.

Step 1: Create developer accounts in your company's name

Apple's Developer Program costs $99 per year. A Google Play developer account has a one-time $25 registration fee. Register them under your business, not your developer's personal account, so you always control your apps. Organization accounts with Apple require a D-U-N-S number for your company, which can take some time to obtain, so start early. Then add your developer as a team member with the access they need.

Step 2: Prepare the store listing

• App name and subtitle (short, clear, searchable).
• Description written for users, not investors.
• Screenshots for the required device sizes, showing the core value in the first two images.
• App icon, category and keywords.
• Privacy policy URL and a support URL or email.
• Privacy details: what data you collect and why, as Apple's privacy labels and Google's data safety form require.

Step 3: Test the release build

Before submitting, test the exact build that will ship. Apple's TestFlight and Google Play's internal and closed testing tracks let real users install it. Note that Google Play requires new personal developer accounts to run a closed test with a minimum number of testers for a set period before production access, so check the current requirement and plan for it in your timeline.

Step 4: Submit for review

Your developer uploads the build, attaches it to the listing and submits. Give reviewers a demo account if your app requires login, and add notes explaining anything unusual. Review times vary; many apps are reviewed within a day or two, but plan buffer time for a possible rejection and resubmission.

Common reasons apps get rejected

• Crashes or broken features during review.
• No working demo account for reviewers.
• Selling digital goods or subscriptions without using in-app purchase where it's required.
• Missing or vague privacy policy, or data collection not disclosed.
• The app is too thin: essentially a website in a wrapper with little app functionality.
• Placeholder content, broken links or references to features that don't exist yet.

App Store fees and commission

The physical vs digital rule shapes your business model. A tour booking or a sports league fee is a real-world service, so it can go through Stripe or a local processor. A premium content subscription inside the app usually has to use the store's billing. Our app monetization guide covers how that affects pricing.

After approval

You can release immediately or schedule a launch date. From there, every update goes through review again, and each new iOS and Android version can require updates to keep the app working. That's why every Synaptix build includes 30 days of post-launch fixes, with optional monthly support after that.

App Store vs Google Play: key differences

Who should do the submission?

Your developer should handle the technical side: building, signing and uploading the release, and responding to technical review feedback. You should own the accounts, approve the listing copy and answer business questions from reviewers, such as how payments work. That split keeps you in control of the app while leaving the technical steps to the people who know them.

Prepare these before launch week

1. Developer accounts approved under your company (allow extra time for organization verification).
2. Privacy policy and support pages live on your website.
3. Screenshots and copy approved.
4. A demo account for reviewers.
5. Your launch date set with a few days of buffer for review.