Top 10 App Store Submission Tips for iOS Developers and Product Owners

Imagine this: You've spent months building your iOS app. You've tested it, fine-tuned every detail, and you're finally ready to show it to the world. You hit "Submit to App Store"... and then the anxiety kicks in. Did you miss anything? Will it get rejected? Did you choose the right account type?

Deploying an iOS app isn't just about shipping code. It's about understanding Apple's ecosystem, speaking their language, and following their rules - without losing your mind.

I've been through the launch chaos, the unexpected rejections, and the "why didn't anyone tell me this?" moments. So here's your shortcut: the 10 things I wish I knew before hitting that submit button.

1. Developer Account - Your Golden Ticket to the App Store

Before your app can go anywhere near the App Store, you need an Apple Developer Account. Think of it as your backstage pass to iOS development. It gives you access to app distribution, TestFlight, analytics, and more.

But here's the catch: there are three different types, and choosing the wrong one can create unnecessary headaches later.

Individual Account (For Solo Devs) - Perfect if you're working alone. This account costs $99/year and lets you publish apps under your personal name. Ideal for indie devs, freelancers, or side hustlers.

Company/Organization Account (For Teams & Startups) - Also $99/year, but this lets you publish under a company name. It's more professional, and supports roles and permissions for team members. You'll need a D-U-N-S number and some legal documentation, but it's worth it if you're running a real business.

Enterprise Account (For Internal Use Only) - This one's a different beast. It's not for the App Store. Instead, it's meant for distributing internal apps to employees within your organization - like HR tools, internal dashboards, or company-only utilities. It costs $299/year, and you'll need to go through Apple's approval process. Unlike the other accounts, this one requires you to meet stricter eligibility criteria (like having 100+ employees), and the apps you build with it can't be distributed publicly.

Heads-up: Most first-time issues with App Store submission happen before code is even uploaded, just because the wrong account type was chosen. Save yourself the headache and pick the one that fits your long-term goals.

If you're building an app for customers or public release, the Company/Organization account is usually your best bet, especially if you want your brand name on the listing.

2. App Store Guidelines - Yes, You Have to Read Them

This isn't like skimming through terms and conditions. Apple's App Store Review Guidelines are rules, not suggestions.

Here's what gets you rejected fast:

• Collecting user data without a privacy policy
• Using third-party payment methods for digital goods
• An app that crashes on launch (instant no)

Pro tip: Bookmark the guidelines. You'll revisit them often - whether you're submitting updates, tweaking features, or just trying to avoid a surprise rejection.

3. App Store Connect – Your Control Panel

Think of App Store Connect as the cockpit for your iOS app. It's where every major decision takes flight—uploading builds, crafting descriptions, setting prices, managing TestFlight testers, and releasing new versions to the world.

Don't underestimate it. A single mistake - like mismatched screenshots or an overlooked metadata field, can get your app rejected even if your code is flawless.

Treat App Store Connect like your second IDE. The UI may not win any awards, but mastering it can mean the difference between a smooth launch and a "what went wrong?" email from Apple.

4. App Metadata – Your First Impression (So Make It Count)

Metadata isn't just "filler". It's the first handshake your app offers to users and reviewers. Nail these, and you're halfway to a smoother launch.

What Apple Requires (Plus a Few That Impress)

Here's the lineup of metadata you must prepare in App Store Connect:

• App Name (2–30 characters): Appears on your App Store listing and the user's device after installation.
• Subtitle (up to 30 characters): Sits under the name and adds clarity or search value.
• Privacy Policy URL: Required for all platforms. Must lead to a real public page with valid contact info.
• Bundle ID & SKU: You set these in Xcode - Bundle ID must match exactly, while SKU is for your internal tracking.
• Primary & Secondary Categories: Pick the most relevant ones to help users find your app.
• Support & Marketing URLs: Support URL is required and must provide real contact info; Marketing URL is optional.
• Keywords: Up to 100 bytes, localized. Don't duplicate your app or company name; keep terms relevant.
• Version Number: Shown on the product page and in the app download UI (e.g., 1.2.3).
• Build Number (CFBundleVersion): A machine-readable string (like 2.5.1) that must be incremented with each build.
• Age Rating & Content Rights: Required. Must align with your app content (e.g. "Made for Kids").

Why It Matters & What Makes It Shine

App Store Connect isn't just a checklist, it's your presentation page to the App Store universe. Beyond Apple's required fields, you're also responsible for:

• Visual assets like icons, screenshots, and App Previews (up to 10 screenshots and 3 app preview videos per localization).
• Description & Promotional Text: The first few lines matter most. Keep them punchy, feature-driven, and avoid keyword stuffing. Promo text (170 characters) can be updated any time without needing a new app version.
• Product Page Optimization: Use A/B testing and custom product pages to experiment with metadata that boosts conversions.

Pro Tips for Winning the Metadata Game

• Keep everything localized - users search, read, and convert better in their own language.
• Choose a clear, unique app name - avoid generic terms or too-similar names.
• Make your screenshots tell a story - start with a strong visual benefit, then walk users through key features.
• Don't shortcut keywords - avoid copying your app or company name, or using rivals as keywords.

Think of metadata as your pitch and not just to users, but to Apple itself. Get the required fields right and polish the optional ones to stand out. Do this well, and you make your app unforgettable before someone even taps "Download."

5. App Store Review Process - Real Humans, Real Rules

Once you hit submit, your app doesn't go live immediately. It goes into Apple's review queue. And yes, a real person will actually open your app and test it.

Most reviews are done within 24 - 48 hours, though it might take longer during holidays or right after a big iOS release.

Want to avoid delays? Test your app on actual devices (not just the simulator), make sure all your links work, and double-check that nothing crashes or breaks on launch. If your app needs login access, don't forget to provide a demo account. Reviewers won't chase you for it.

Launching for an event or on a tight deadline? You can request an expedited review. Apple won't always say yes, but when they do, it's a lifesaver.

6. App Pricing - Plan Your Business Model Wisely

Apple takes a commission, typically between 15% and 30% on most in-app purchases and subscriptions. That's a significant share, so it's crucial to factor it into your pricing and revenue model early on.

You have a few different monetization paths to choose from. Some developers offer their apps for free and make money through ads or optional in-app purchases (IAPs) for extra features or content. Others go with a one-time upfront price. And then there's the subscription model, which is great for apps offering ongoing value like fitness, productivity, or learning tools.

If you're leaning toward subscriptions, clarity is everything. Be upfront about what users get, how much they're paying, and when they'll be charged. Use Apple's APIs to properly manage free trials, auto-renewals, and cancellations. This helps avoid user complaints and, more importantly, avoids App Store rejections.

And a word of warning: Don't try to bypass Apple's system when selling digital goods. That's an immediate red flag and a near-certain rejection. Stick to the rules, price smartly, and make sure the value you're offering feels worth every cent.

7. App Localization - Want Global Reach? Start Here

You don't need to translate your whole app overnight to go global. In fact, one of the smartest first steps is simply localizing your App Store listing title, description, and keywords for different regions. That alone can lead to a noticeable bump in downloads, often 20 - 30% higher in non-English-speaking markets.

Once you've nailed the metadata, move on to the key UI strings within your app. You don't have to localize every screen. Start with the onboarding flow, navigation, and major action buttons, just enough to help users feel at home, no matter where they're from.

Xcode makes this pretty smooth with Localizable.strings, which lets you maintain clean translations for each language. The idea isn't to be perfect from day one. It's to show users you're speaking their language (literally), and that goes a long way in global adoption.

8. App Store Optimization (ASO) - Like SEO, But for the App Store

ASO isn't a one-off checklist. It's how your app gets visibility and wins downloads without spending a dime on ads. Think of it as SEO for apps - boosting both how often people see your app and how persuaded they are to tap "Install."

Here's what actually moves the needle:

1. Metadata That Resonates in Search

Apple's algorithm indexes content from your App Name, Subtitle, and hidden Keyword Field. So choose these wisely with terms users actually search for.

A neat trick: combine brand + keywords in your name (e.g., "FitTrack – Workouts") to boost relevancy.

2. Conversion-Ready Visuals

Once discovered, your app needs to be convincing fast. That means polished icons, bright screenshots, and killer app preview videos. These elements help convert browsers into users.

3. A/B Testing Your Way to Better Listings

Why guess what works when you can test it? Apple's Product Page Optimization lets you trial alternate icons, screenshots, or previews and compare performance, so your listing keeps getting better.

4. Engagement Signals Matter

It's not just about keywords - downloads, ratings, retention, and even app stability influence rankings too. The algorithm rewards apps users love and keep using.

Real-World ASO Wisdom

• Use the keyword field smartly. It's limited to 100 characters and can't duplicate keywords you already used in your title or subtitle.
• Give updates time. Any change - whether a new keyword or fresh screenshot can take up to 4 weeks to impact search rankings.
• Track, tweak, repeat. ASO is a cycle - monitor performance, adjust, and test. Consistency wins.

ASO isn't just keywords. It's trust, discovery, and conversion baked into your app's first impression. Optimize content, focus on visuals, test smart, and watch your app gain visibility and downloads organically.

9. App Analytics - From Installs to Insights

Getting your app approved is just the beginning. Once it's live, the real feedback comes not from reviews, but from the data. App Store Connect gives you a built-in dashboard to track critical metrics like downloads, user retention, crash reports, and revenue trends. It's your first window into how real users interact with your app.

But if you're serious about understanding user behavior - not just what they do, but why they do it, you'll need to go beyond the basics. Tools like Appxiom open up a deeper level of insight. You can visualize user journeys, identify churn points, and trace performance issues that aren't always visible in Apple's console.

Your analytics aren't just numbers on a screen. They're the roadmap to building a better, more stable, more loved app. Listen to the data. It's your most honest user.

10. App Updates - Day 1 Is Just the Beginning

Getting your app into the App Store is a huge win - but it's not the finish line. It's just your opening chapter. Even the most polished 1.0 version will have unexpected bugs, missing features, or UX tweaks you'll want to make. And that's completely normal.

Think of your app as a living product. Updates are how you show users (and Apple) that you're listening, evolving, and committed to quality. Whether it's a hotfix for a crash, a new feature users requested, or performance improvements across older devices, every update is a chance to boost your reputation.

Strategically releasing updates every few weeks keeps your app fresh in the rankings and builds trust. Use phased releases to spot issues before they hit everyone, and write meaningful release notes. Because yes, some users do read them. More importantly, Apple does too.

Your reviews? They're not just feedback, they're clues. Smart teams listen closely and use them to decide what to fix or build next.

Before You Hit Submit…

Launching an iOS app can feel like navigating a maze - but you don't have to do it blindly. Whether it's setting up your developer account, optimizing your metadata, planning monetization, or prepping for review, each step matters. And the more you understand upfront, the fewer surprises you'll hit along the way.

You will make mistakes. Everyone does. But with the right knowledge (and maybe a few bookmarks), you'll bounce back faster, launch stronger, and build better with every release.

Remember: getting published is the goal. Staying valuable is the real win.