App Review

Apple states that App Review examines an app as soon as it can, but a complex app or one that presents new issues may need more scrutiny. If an app is repeatedly rejected for the same guideline violation, or the developer tries to manipulate the review process, review takes longer. Apple gives no fixed review time, so do not plan around a number you read elsewhere.

The status of your submission is shown in App Store Connect. For a critical timing issue you can request an expedited review. Apple asks developers to use this only when they truly need it and may reject future requests if the system is abused.

• A new app version, including the version-level text.
• Each custom product page, which must be approved before it is visible. Its metadata can be submitted independently of an app version.
• Changing the app icon after publishing, which needs a new version submitted for review.

Apple states that promotional text can be updated at any time without submitting a new version. After information is updated, changes may take up to 24 hours to appear.

If your release date is set for the future, the app will not appear on the store until that date, even when approved.

A hypothetical team plans a spring campaign. It submits the new version and the campaign custom product page two weeks ahead, so review and a possible resubmission fit inside the window.

Prevent avoidable bounces by reading metadata rejection.