The steps to getting your app live on the app stores

Before we even think about launching, your app needs to be battle-tested. Not just tested for typos and crashes - but properly put through its paces.

That means:

• Functional testing: Does every button do what it’s supposed to?
• Usability testing: Is it easy and intuitive to use, even if you’ve never seen it before?
• Performance testing: How does it handle poor internet, older devices, or a flood of users?
• Security testing: Is user data safe, encrypted, and stored correctly?

We’ll be honest: most apps aren’t flawless the first time. That’s why we build testing into our process from day one and hammer it hard before launch.

📊 Did you know? According to a study by Tricentis, software bugs cost the global economy $1.7 trillion annually. We don’t want your app contributing to that figure.

To publish your app, you’ll need developer accounts. If you’re working with us, we’ll walk you through this step or handle it completely depending on your preferences. Here’s what’s involved:

You’ll need an Apple Developer Program account, which costs £79/year. If your app is for internal use only (like for employees), there’s an Apple Developer Enterprise Program at £239/year.

➡️ We’ll also help you get set up with App Store Connect - Apple’s submission platform.

You’ll need a Google Play Developer account, which is a one-time fee of £19.
➡️ You’ll use the Google Play Console to manage submissions and updates.

Both stores have different rules, file formats, and approval processes, which is why we manage it all for you.

Your app doesn’t just appear in the store with a name and a wink. It needs to sell itself. And that means strong, strategic metadata. We’ll ask for or help you with:

• App name and short description
• Long-form description that explains features, benefits, and why people should care
• Keywords for Apple (to help searchability)
• Category selection
• Privacy policy links
• App screenshots and sometimes video previews
• App icon and feature graphics

This is marketing meets UX. Because if users can’t understand or find your app, they won’t download it - no matter how good it is.

📊 Stat check: 70% of mobile users use app store search to find new apps. Your app listing is your first impression - so let’s make it count.

Image source.

Now it’s time to get the actual app files into the stores. This isn’t just a drag-and-drop situation. It involves:

• Code signing and provisioning profiles (for Apple)
• Creating release builds with the correct versioning and bundle identifiers
• Uploading via Xcode (Apple) or the Google Play Console
• Specifying app version details, update notes, and release tracks (internal, closed testing, open beta, or full release)

If that sounds like a lot - it is. Luckily, we’ve done this hundreds of times. We manage the technical steps so you don’t have to lift a finger.

Both Apple and Google review every app before launch, but the experience is a little different:

Expect a manual review by Apple’s App Review team. This usually takes 24–48 hours, but can be longer if they spot something unusual. They’ll check for:

• Crashes or bugs
• Compliance with Apple’s App Store Review Guidelines
• Privacy policy accuracy
• In-app purchase setup (if relevant)
• UI and UX polish

Apple is notoriously strict, and rejections happen. But don’t panic - we handle all correspondence with reviewers, make any necessary changes, and keep you in the loop.

Google uses a mix of automated and manual review, typically completing within a few hours to a couple of days. It’s generally quicker than Apple, but still important to get everything right.

📊 In 2023, Google rejected over 1.5 million app submissions for policy violations. Don’t be one of them - we’ve got your back.

Once the app is approved, you can either:

• Release it immediately
• Schedule a launch dateUse a phased release (Apple only), gradually rolling out the app to users over 7 days
• Use staged rollout (Google), starting with a small percentage and increasing over time

Why go gradual? To monitor real-world performance, catch edge-case bugs, or test backend load. It’s a smart move for complex apps or big user bases.

Either way, we’ll help you choose the right launch strategy and monitor everything post-release.

Hitting publish isn’t the end. It’s just the beginning. Once your app is live, we keep a close eye on:

• Crash reports (via tools like Firebase, Sentry, or Crashlytics)
• User reviews and ratings
• Download and engagement data
• Backend and API stability
• Analytics tracking (Are users using the features you thought they would?)

We also help with future app updates, new features, and store listing optimisation. Your app should grow with your business, so we’re in it for the long haul.

📊 Users are 75% more likely to use an app that gets regular updates. So we build with future-proofing in mind.

The journey from development to download is detailed, technical, and often underestimated. But with the right partner, you don’t need to know every button to press or policy to follow.

At The Distance, we live and breathe this stuff. We’ll guide you from the last line of code to the moment your app is live and long after that. You’ll always know what’s happening, why it matters, and what’s coming next.

And most importantly? You’ll get to see your app live on the App Store and Google Play, in users’ hands, doing exactly what it was designed to do.

That’s when the magic really begins. ✨