Apple’s iOS App Store review process is long and sometimes frustrating, but it’s worth it in the end. The approval process used to take weeks, but that changed at the end of 2009. Some apps were approved within days after they went through the review process, while others took weeks to be approved. In December of 2009, Apple introduced detailed feedback to developers, which significantly reduced the length of the review process.
Apple has responded to the FTC complaint by focusing resources and time into interacting with developers to ensure the quality of apps on its platform. The review process has also been streamlined and is now completed in less than 24 hours. This means that developers will not have to wait a month or two to find out if their app has been approved. It’s an important step in the approval process, but developers should not be discouraged because the entire process is worth it in the end.
The review process for a single app can be lengthy – up to five weeks for a simple game or banking app. For ad-supported Match 3 games, the review process can be even longer. However, this doesn’t mean that Apple doesn’t want your app to be approved. In fact, it’s often the case that Apple rejects apps based on minor bugs or privacy issues. Those developers who are not familiar with the review process should triple-check their apps before submitting them to the App Store.