Apple reduces the App Store approval time to 24 hours

Apple reduces the App Store approval time to 24 hours

By Eageron on May 13, 2016 in Mobile App Marketing

Two weeks ago developers- and publishers of mobile games and applications had to wait between one or two weeks before Apple approved their new app to the App Store. According to an article of Bloomberg Apple has now reduced approval time to just one day.

According to the website, which analyzes user-submitted data, one year ago the average approval time of an app took 8.8 days. Due to Apple’s policy changes the average approval time has now fallen to 1.95 days in the past two weeks.

This initiative goes back to Apple’s efforts to strengthen their services around the App and iTunes Store for developers- and publishers, as well as the end users. In times of slowing iPhone revenues this move is understandable. Moreover, Apple could close gaps of their main competitor Google and its Google Play Store.

[dt_quote type=”pullquote” layout=”left” font_size=”big” animation=”none” size=”1″]“Apple is a little bit of a different company than it was a few years ago when it first built the App Store,” said Button founder Maddern. “It’s becoming a lot more developer-friendly. It’s becoming a lot more open in its approach to building an ecosystem.”[/dt_quote]

A while ago Apple focused its work on maintaining their closed ecosystem, which wasn’t too developer-friendly. This change now shows a clear step in the right direction, to become more developer-friendly and therefore boost revenues in service sales.

The true benefit of this initiative is that it allows app developers- and publishers to fix bugs a lot faster, test out new features more frenquently and react a lot faster to market changes. We will have to observe if this could mark a new beginning of a more user-friendly Apple? Time will tell.

Nevertheless, we take note of this approach full of hope and expect more improvements to follow.


Eageron® is a independent developer- and publisher of mobile games and applications. We have specialized in the development, publishing and distribution of mobile games and applications for the platforms iOS, Android and Windows. Our entitlement is to provide entertainment for young and old.