Publishing an App to the App Store and Google Play

Developer accounts, owned by the business

Each store needs its own developer account, and the app is published under it. Whoever holds the account controls the app, its listing, its reviews and its download history, so it should be your business, not the agency or freelancer who builds it. Your developers can then be given access with their own logins.

• Apple Developer Program. Apple's enrolment page lets you enrol as an individual or an organisation. An organisation needs to be a legal entity (Apple does not accept DBAs, fictitious names or branches), a D-U-N-S Number, a work email on the organisation's domain, a public website on that domain, and an account holder with legal authority to bind the organisation. The fee is 99 USD a year, shown in local currency where it differs; nonprofits, accredited educational institutions and government entities can ask for a fee waiver.
• Google Play Console. Google's registration page states a one-time US$25 registration fee, and you may be asked for a government ID and a card in your legal name. Google's guide to account types says organisation accounts are for businesses and need a D-U-N-S number, which Dun & Bradstreet issues free. Apps offering financial products, health features, VPN services or government services must use an organisation account.

Apply for the D-U-N-S number early: both stores use it to verify your company, and the business details must match exactly.

The rules: review guidelines and Play policies

Every app and update is checked against Apple's App Review Guidelines and Google Play's Developer Program Policies. Read them before design starts, not the week before launch: they cover what you may sell and how (for example when in-app purchase is required, which our app development cost guide explains), user data, content, and apps that offer too little beyond a website. A rejection usually means a fix and another review, so problems caught early save time.

Privacy labels and Data safety

Both stores show what data an app collects on its listing, based on your declarations.

• App Store privacy details. Apple's App Privacy Details page says you must describe your app's privacy practices in App Store Connect, including those of third-party partners whose code you integrate, before you can submit new apps and updates. A publicly accessible privacy policy URL is required. You are responsible for keeping the answers accurate and up to date.
• Google Play Data safety. Google's Data safety help page says all developers must declare how they collect and handle user data, including through third-party libraries and SDKs, and that "you alone are responsible" for complete and accurate declarations.

The SDKs in your app, such as analytics, crash reporting, advertising and login, often collect data you did not write code for. List them all and check each provider's guidance before filling in the forms.

Account deletion inside the app

If people can create an account in your app, both stores require a way to delete it:

• Apple (guideline 5.1.1(v)): apps that support account creation must let people start deleting their account within the app. Deleting means removing the account and its associated personal data, apart from data you are legally required to keep. Deactivating it is not enough.
• Google Play: apps that allow account creation must offer an in-app path to delete the account and associated data and a web link where people can request deletion without reinstalling the app, and declare it in the Data safety form.

This touches the backend as well as the app, so plan it from the first release.

Testing: TestFlight and Play testing tracks

• TestFlight (Apple): Apple's TestFlight page says you can invite internal testers from your team and up to 10,000 external testers. The first build for external testers must be approved by App Review for TestFlight.
• Play testing tracks: Play Console offers internal, closed and open testing. Internal testing reaches up to 100 testers for quick checks; closed and open tests reach wider groups.
• New personal Play accounts: personal developer accounts created after 13 November 2023 must run a closed test with at least 12 testers opted in continuously for at least 14 days before they can apply for production access. Google says it typically reviews that application within seven days. The rule applies to personal accounts, which is one more reason for a business to use an organisation account.

Our guide to scoping an MVP covers how to use these test groups to learn before a full launch.

Submitting and review times

Apple's App Review page says review "typically" covers at least 50% of submissions in less than 24 hours and 90% in less than 48 hours. It asks you to fill in the App Review Information in App Store Connect, including a valid demo account if features need signing in. You can request an expedited review for a critical bug fix or an event you are directly associated with.

Google's page on publishing status says that for certain developer accounts it takes more time to review apps, which may mean review times of up to seven days, or longer in exceptional cases.

Neither store guarantees a date, so do not schedule a launch event for the day after submission. Submit with time to spare, and keep the backend, demo account and any test data working while the review runs.

A launch checklist

1. Developer accounts in the business's name, with D-U-N-S verified, and team access for your developers.
2. App Review Guidelines and Play policies checked against your features and payments.
3. Privacy policy published; App Store privacy details and Play Data safety completed, including SDKs.
4. In-app account deletion (and Google's web deletion link) working end to end.
5. Tested on TestFlight and a Play testing track; Play's 12-tester rule met if you use a new personal account.
6. Store listings ready: name, description, screenshots, support URL and contact details.
7. Demo account and review notes ready; backend live during review.
8. Time allowed for review and at least one round of fixes.

Publishing is the start, not the end: both stores raise their SDK and target level requirements every year. Our guide to mobile app maintenance covers the current deadlines and a yearly plan.

Frequently asked questions

Who should own the App Store and Google Play developer accounts?

Your business. Whoever holds the account controls the app, its listing and its reviews. Enrol as an organisation and give your developers their own access.

How much do the developer accounts cost?

When we checked on 29 October 2026, Apple listed the Apple Developer Program at 99 USD a year (in local currency where it differs) and Google listed a one-time US$25 Play Console registration fee. Check the official pages, as prices can change.

How long does app review take?

Apple says it typically reviews at least 50% of submissions in under 24 hours and 90% in under 48 hours. Google says some accounts may see review times of up to seven days, or longer in exceptional cases. Neither guarantees a date.

Why does Google want 12 testers before I can publish?

Personal Play Console accounts created after 13 November 2023 must run a closed test with at least 12 testers opted in for 14 days in a row before applying for production access. The rule applies to personal accounts, so businesses should use an organisation account.

Do I need a privacy policy for my app?

Yes for the App Store, which requires a privacy policy URL, and both stores require you to declare what data the app and its SDKs collect.

Planning an app launch? We build iOS and Android apps and handle store submission under your own developer accounts. See our mobile app development service and all our services, or email info@creahive.com.