This page is a general orientation, not a rulebook. Apple and Google set and update their own policies. Check the current App Store Review Guidelines and the Google Play Console Help pages before you plan a launch.
Apple and Google developer accounts in your company's name
To publish, you need an Apple Developer Program membership (renewed yearly) and a Google Play developer account (a one-time registration). Both involve identity checks, and Apple organization accounts need a D-U-N-S number for your business. Open these accounts in your company's name and invite the developer as a team member. If the developer publishes under their own account, moving the app to you later is possible but takes an extra transfer process. The app ownership page covers the other accounts and keys to keep in your name.
Google Play closed testing requirements
Google Play has internal, closed and open testing tracks. Newer personal developer accounts must run a closed test with a minimum number of testers for a set period before they can publish to production. Organization accounts have different requirements. Check the current rules in Play Console when you set up the account, because they affect your timeline.
App privacy labels and Data safety disclosures
Both stores ask what data your app collects and why: Apple through the App Privacy details on the product page, Google Play through its Data safety section. You also need a privacy policy at a public URL. The answers must match what the app and every SDK inside it actually do, including analytics, crash reporting and advertising libraries. Your developer should give you a list of SDKs and what each one collects.
Common reasons apps are rejected in review
- The reviewer can't log in. If your app needs an account, put a working demo login and any instructions in the review notes.
- The app crashes or a feature breaks during review, often on a device or OS version nobody tested.
- There is too little functionality. Apple's guidelines discourage apps that are mainly a wrapped website with little app-specific value.
- Account deletion is missing. If users can create an account in the app, both stores expect a way to request deletion of that account.
- Digital goods are sold outside the store's rules. Selling digital content or subscriptions inside an app is generally subject to each store's billing rules. These rules have been changing in some regions, so confirm the current position for your markets. Physical goods and real-world services are usually treated differently.
- Login options don't meet the guidelines. If you offer third-party or social login, check what Apple's guidelines say about offering an equivalent privacy-focused login option.
- The metadata is wrong: screenshots that don't reflect the app, placeholder text, or descriptions that promise features the app doesn't have.
How long app review takes, and updates
Review times vary, and nobody can promise one. Leave a buffer before any launch date you announce publicly, and expect every update to go through review too. TestFlight on iOS and the testing tracks on Google Play let real users try the app before the public release.
Private distribution for staff apps
Apps used only by your staff don't always need a public listing. Options include Apple Business Manager custom apps, managed Google Play through a device management tool, and in some cases Apple's enterprise program, which has its own eligibility rules. The right one depends on how your company manages its devices. If a simple internal tool is all you need, a web app may avoid stores altogether (see progressive web apps).
App store review questions
How long does App Store or Google Play review take?
It varies, and neither store guarantees a time. Build a buffer into your schedule and plan for each update to be reviewed as well.
Can my developer publish the app under their own account?
They can, but moving the app to your company later takes a transfer process. It's simpler to open the developer accounts in your company's name from the start and invite the developer as a team member.
Do store rules change after my app is approved?
Yes. Both stores update their policies regularly, and updates to your app are reviewed against the rules in force at the time. Keeping up with those changes is part of app maintenance.
Planning a launch date? Include it in your brief so the schedule leaves room for testing and review.
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