Your app is built and tested. The last step before customers can download it is getting it through Google Play and Apple's App Store. Both processes are well documented but full of details that catch first-timers out, from account verification to privacy declarations. If the item on your to-do list reads "publish app on Play Store and App Store", this guide walks through each step, what to prepare in advance and how to avoid last-minute delays. Store requirements change regularly, so treat this as a map and confirm the specifics in each platform's official documentation.
Before you start: things to prepare for both stores
- A developer account for your organisation. Publishing under your company rather than an individual developer's personal account means you keep control of the app if people or suppliers change. Organisation accounts usually require business verification, which can take days, so start early.
- A privacy policy hosted at a public URL, accurately describing what data the app collects and why.
- Store assets: app name, short and full descriptions, icon, screenshots for the required device sizes, and optionally a preview video.
- A support URL or contact email.
- A test account with sample data, if the app requires login, for reviewers to use.
- An inventory of data collection, including data collected by third-party SDKs such as analytics, advertising and crash reporting. Both stores ask you to declare this.
Step by step: publish app on Play Store
1. Create a Google Play developer account
Register for a Play Console account, pay the one-time registration fee and complete identity verification. Google has introduced additional requirements for some new accounts, such as running a closed test with a minimum group of testers before you can apply for production access. Check the current rules in the Play Console Help Center when you register.
2. Create the app in Play Console
Set the app's name, default language, whether it is an app or a game, and whether it is free or paid. Note that a free app generally cannot later be changed to paid.
3. Complete the app content declarations
Play Console asks you to complete several sections before release, including:
- Data safety: what user data the app collects and shares, and how it is protected.
- Content rating: a questionnaire that produces age ratings for different regions.
- Target audience: the age groups the app is intended for. Apps aimed at children face stricter rules.
- Ads declaration, privacy policy link and, where relevant, declarations for sensitive permissions such as background location.
4. Upload a signed Android App Bundle
New apps are uploaded as an Android App Bundle (an .aab file), from which Google Play generates optimised downloads for each device. Most apps use Play App Signing, where Google manages the key used to sign the installed app and you keep an upload key. Store your upload key and its password securely; losing them causes real inconvenience.
Google Play also requires apps to target a recent Android API level, and raises this requirement over time. Your developers should check the current target level before each release.
5. Use testing tracks
Play Console offers internal, closed and open testing tracks. Use internal testing for your team, and closed testing for a wider group of real users before production.
6. Release to production
Submit the release for review. Once approved, consider a staged rollout, releasing to a percentage of users first so problems can be caught before everyone updates.
How to publish on Apple's App Store
1. Enrol in the Apple Developer Program
Enrolment has an annual fee. Organisations need a D-U-N-S number, a business identifier Apple uses to verify the legal entity, so check whether your company has one early.
2. Set up the app in App Store Connect
Create the app record with its bundle identifier, name, primary language and SKU. Apple's certificates and provisioning profiles, which link your app to your developer account, are configured in the developer portal or managed automatically by Xcode.
3. Complete App Privacy details
Apple asks you to declare what data the app collects, whether it is linked to the user's identity and whether it is used for tracking. These answers appear on your App Store page. If the app tracks users across other companies' apps or websites, it must ask permission through Apple's App Tracking Transparency prompt.
4. Upload a build and test with TestFlight
Builds are archived in Xcode (or a CI service) and uploaded to App Store Connect. TestFlight lets you distribute builds to internal testers and, after a brief beta review, to external testers.
5. Prepare the listing and submit for review
Add screenshots, description, keywords, age rating, pricing and availability. In the review notes, explain anything a reviewer might not discover alone and include demo login details. You may also need to answer export compliance questions about encryption use.
6. Release
After approval you can release immediately, schedule it, or release manually. Phased release for automatic updates is also available.
Comparing the two processes
| Step | Google Play | Apple App Store |
|---|---|---|
| Account cost | One-time fee | Annual fee |
| Build format | Android App Bundle | Xcode archive uploaded to App Store Connect |
| Beta testing | Internal, closed and open tracks | TestFlight |
| Privacy declaration | Data safety section | App Privacy details |
| Gradual release | Staged rollout | Phased release |
Tips to avoid delays
- Start account setup and verification weeks before you need it.
- Make sure your privacy declarations match what the app and its SDKs actually do.
- Give reviewers a working demo account and clear notes.
- Remove placeholder content, test screens and broken links.
- Make sure the backend is live, secured with a valid certificate (our SSL checker can confirm this) and able to handle reviewers' requests.
- Submit well before any launch date; you can hold an approved build until you are ready.
The authoritative sources are Google's Play Console Help Center and Apple's App Review Guidelines. Our mobile app development projects include store submission as a planned step rather than an afterthought.
Key takeaways
- Publish under an organisation account and start verification early.
- Prepare privacy policy, data declarations, store assets and a reviewer test account in advance.
- Use testing tracks and TestFlight before production, then roll out gradually.
- Rules change often; check official documentation before every major release.