Publishing your app to the App Store and Google Play
Last updated: November 5, 2026
Your app goes live on the App Store and Google Play under your own developer accounts, and Appbrew handles the build, upload and store listing. The longest waits are usually getting a D-U-N-S number and, for new personal Google Play accounts, a 14-day closed test. Store review itself can take one to two weeks for a first submission.
How it works
You create your developer accounts with Apple and Google, in your business's name.
You give Appbrew access to both accounts.
You send us your listing details: app name, URLs, a reviewer login and a few other items.
We submit the app, and fill in both store listings for you to review.
Apple and Google review the app. If they ask for changes, we fix them and resubmit.
Your app goes live. Most changes you make in Appbrew appear in the app without another review.
Before you start: your developer accounts
You need two developer accounts, both owned by your business. Appbrew doesn't publish brand apps on its own accounts. Apple rejects apps made with app-building services unless the business that owns the content submits them (guideline 4.2.6).
Account | Cost | What you need to sign up |
|---|---|---|
Apple Developer Program, as an organization | 99 USD a year, renews automatically | A D-U-N-S number, and a legal entity that can sign contracts. Apple doesn't accept trade names, DBAs or branches. |
Google Play Console, as an organization | 25 USD, one time | A D-U-N-S number. The name on your business registration must match your Dun & Bradstreet profile. |
Get your D-U-N-S number first. It's a free 9-digit business ID from Dun & Bradstreet, and both stores use it to verify your business. Apple says it can take up to 5 business days (D-U-N-S help); Google suggests allowing 30 days or more. You never need to pay for one, so avoid sites that charge for it.
Choose an organization account on Google Play. New personal accounts must run a 14-day closed test with 12 testers before the app can go live (see Review times below). Organization accounts skip that step.
If your business is a sole proprietorship, Apple asks you to enroll as an individual instead.
Give Appbrew access
Once both accounts are approved, invite apps@appbrew.tech so we can create your app records, upload builds and manage the listings.
App Store Connect: go to Users and Access, add apps@appbrew.tech and give it the Admin role.
Google Play Console: go to Users and permissions, invite apps@appbrew.tech and give it admin access to all apps.
Accept Apple's agreements. Only your Account Holder can accept the Apple Developer Program License Agreement and any updates to it. Until they do, Apple blocks new uploads. Appbrew Studio reminds you when one is waiting.
What we need from you
Send these with your access invite, and we'll fill in both store listings for you to check.
Item | Used for | Notes |
|---|---|---|
App name | Both stores | Up to 30 characters. |
Subtitle | App Store | A short line under the name, up to 30 characters. |
Privacy policy URL | Both stores | A public page on your website. |
Support URL | App Store | Where customers can reach you. |
Marketing URL | App Store | Usually your store's home page. |
Contact email and website | Google Play | Shown on your Play listing. A phone number is optional. |
Reviewer login | Both stores | A test customer account on your store, so reviewers can open the account and orders pages. Never share a real customer's login. |
Account deletion link | Google Play | A page where customers can ask to delete their account, such as your contact page. |
Review contact | App Store | A name, email and phone number Apple can reach during review. |
Countries | Both stores | Where the app should be available. |
Privacy answers are yours to confirm. Both stores ask what data the app collects. We pre-fill Apple's privacy questions and Google's Data safety form from how Appbrew apps handle data. Your business is responsible for those answers, so check them before we submit.
Review times
Plan for one to two weeks between submitting and going live on each store. Apple's published figures are faster, but first submissions sometimes wait two weeks or more.
Store | What the store says | Plan for |
|---|---|---|
App Store | At least 50% of submissions are reviewed within 24 hours, and 90% within 48 hours. | Up to two weeks for your first submission. |
Google Play | Some developer accounts and apps get a more thorough review: up to 7 days, or longer in exceptional cases. | At least a week. |
New personal Google Play accounts: 14-day closed test. If your Play account is a personal account created after November 13, 2023, Google won't publish the app until it has passed a closed test:
At least 12 testers opt in to a closed test of the app.
They stay opted in for 14 days in a row. A tester who leaves and rejoins restarts the count.
You then apply for production access. Google usually decides in 7 days or less.
This adds about three weeks, so an organization account is usually the faster route.
What slows a review down:
A missing or broken reviewer login.
A rejection, which adds another full review after we fix it.
On Google Play, a new change submitted while another is in review. The review clock restarts from the latest change.
Store requirements and common rejections
Most rejections come from a handful of gaps you can close before submitting. They depend on your account and content, not on the build.
Common rejection | What the store checks | How to avoid it |
|---|---|---|
Submitted by the wrong account | Apple rejects apps from app-building services unless the business that owns the content submits them (4.2.6). | Publish under your own developer accounts. |
Reviewer can't sign in | Both stores need a working login for any part of the app behind sign-in. | Give us a test customer account that has at least one order. |
No account deletion | Apple needs customers to be able to start deleting their account in the app. Google also needs a web link. | Appbrew apps include Delete account under Account → Privacy policy. We point reviewers to it. Send us a web link for Google. |
Missing or wrong privacy details | A public privacy policy, and data answers that match what the app does. | Check the privacy answers we pre-fill before we submit. |
Too little in the app | Apple rejects apps that are just a repackaged website (4.2). | Publish your real catalog, collections and account pages before submitting. Don't submit a half-set-up app. |
Listing doesn't match the app | Screenshots, name and description must show the app as it is. | Send listing details that describe your actual app and brand. |
After launch
Most changes you make in Appbrew, like screens, banners and collections, reach your app without a store review. A new build goes through review again. We make one when something in the app itself changes, such as the icon or a new integration.
To keep the app live:
Renew your Apple membership every year. If it lapses, your app is removed from the App Store.
Accept Apple's updated agreements when Studio reminds you, so updates aren't blocked.
Keep your Google Play account details current. Google asks developers to keep contact and identity details up to date.
Keep apps@appbrew.tech on both accounts so we can ship updates.