How to publish an app on the App Store and Google Play: the complete process
Publishing an app is not as complicated as it seems
One of the most common concerns businesses have when thinking about their own app is the publishing process. "How do you get it on the App Store? How long does Apple take to approve it? What happens if they reject it?"
At AgüíTech (aguitech) we handle the entire publishing process for every project we develop. In this article we explain the complete process so you know exactly what to expect.
What you need before you start
Developer accounts
To publish on each store you need your own developer account. These belong to the client, not the development studio.
Apple Developer Program
- Cost: €99/year
- Register at: developer.apple.com
- You need an Apple ID and must accept the programme terms
- Verification can take 1–2 business days
Google Play Console
- Cost: $25 one-time (single payment, no annual renewal)
- Register at: play.google.com/console
- Verification is almost immediate
Why the accounts must be yours
Some agencies register the app under their own developer account. Avoid this. If you ever change provider or want to manage the app yourself, recovering ownership can be very complicated. At AgüíTech the accounts always belong to the client.
The App Store publishing process (iOS)
1. Build preparation
Before submitting for review, the app must be compiled in Release mode with the correct distribution certificates. At AgüíTech we use Xcode and Apple's tools to generate the final .ipa file.
2. App Store Connect
Apple manages submissions through App Store Connect. Here you configure:
- App name — maximum 30 characters
- Subtitle — maximum 30 characters, appears below the name
- Description — up to 4,000 characters
- Keywords — up to 100 characters, crucial for ASO (App Store Optimisation)
- Screenshots — required for iPhone and iPad in different sizes
- Category — choose the one that best describes your app
- Age rating
- Privacy policy — required, must be a public URL
3. Apple review
Once submitted, Apple manually reviews the app. In 2026 the average review time is 24–48 hours for a first version, though it can vary.
Common rejection reasons:
- Loading screens with no real content
- Features that don't work during review
- Incomplete or inaccessible privacy policy
- Use of private Apple APIs
- Incorrect or misleading metadata
At AgüíTech we prepare the app specifically to pass Apple's review on the first attempt. We know the criteria and apply them throughout development.
4. Publication
Once approved, the app is available on the App Store in all the countries you've selected. Future updates follow the same review process.
The Google Play publishing process (Android)
1. Build preparation
For Android a .aab file (Android App Bundle) is generated — the format Google has required since 2021. It's signed with a keystore — a key file that you must keep in a safe place, as it's required for all future updates.
2. Google Play Console
Google manages submissions through the Play Console. The setup is similar to Apple:
- Name, short and full description
- Screenshots for different screen sizes
- App icon (512x512px)
- Feature graphic (1024x500px)
- Content rating — completed with a questionnaire
- Privacy policy — required
3. Google review
Google also reviews apps, though the process is less strict than Apple. Initial review time can be 3–7 business days for new apps. Updates are reviewed in hours.
4. Publication
You can publish directly to production or use test tracks (internal testing, closed testing, open testing) for a gradual rollout before the official launch.
Comparison: App Store vs Google Play
| | App Store | Google Play | |---|---|---| | Account cost | €99/year | $25 one-time | | Initial review time | 24–48 h | 3–7 days | | Update review time | 24–48 h | Hours | | Review strictness | High | Medium | | UK market share | ~52% iOS | ~48% Android |
Realistic timelines for the full process
From when the app is ready to publish until it's available for download:
- App Store: 2–5 business days (including metadata preparation and review)
- Google Play: 4–10 business days (including preparation and initial review)
At AgüíTech (aguitech) we include the complete publishing process in every project. The client doesn't need to worry about any technical step.
Post-launch maintenance
Publishing is the beginning, not the end. After launch you need to consider:
- iOS and Android updates — every year Apple and Google release new OS versions. The app must be updated to maintain compatibility.
- Flutter updates — the framework is updated regularly. Keeping it current ensures security and performance.
- New features — as the business grows, the app may need new screens or integrations.
At AgüíTech we offer monthly maintenance plans for every project we develop.
Have an app ready to publish?
Whether you already have a developed app or are starting from scratch, at AgüíTech (aguitech) we handle the entire process — development, design, publishing and maintenance.
AgüíTech (aguitech) is a studio specialising in iOS and Android mobile app development with Flutter. Mobile app developer Madrid.