Why Apple Needs to Improve the App Review Process Timeframe

By Xeon Xai  

When I first started submitting bug fixes back in December of 2011, the app review process timeframe was at 5 days from submission to approval, where it then ends up in the app store. Currently, it is at 11 days average, from submission to approval. For both new apps, and bug fixes.

11 days is 8 days too long. If an app has a bug, or several bugs for that matter, every day of waiting means more negative reviews and bad attitudes from customers. Ultimately it affects not only the developers, but the app store as a whole. This sort of delay ends up lowering app star ratings and makes for crankier customers.

If this delayed process continues to grow longer and longer, in 9 more months, I assume the wait time will be at around 18 to 21 days from time of submission to approval. This is unacceptable in today’s market.

The review process needs to improve before too long, or it will begin to affect developers lives and peace of mind. 3 days time is the most it should ever be.

I have seen one app that recently released a new version, and a bug fix within 2 or 3 days. That app being Pinterest. Either Pinterest had 2 versions in the queue and set out to bug fix while one version was awaiting review, then submitted their bug fix a few days later, with 2 versions in the queue, or, they found the bugs after the first one went live, then submitted the fix and got near instant approval from Apple by bypassing all the other developers in the process.

If Pinterest can get bug fixes approved within 3 days, then Pinterest knows the solution to the elongated delays.

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One Comment

  1. Kojoe
    Posted September 26, 2012 at 3:55 PM | Permalink | Reply

    I agree with you 100%. I’ve had to wait an average of 8 days unless I submit an expedite request. They’ve been pretty good with honoring my expedite requests, and in those instances, I have seen as little as a 1 day turn around. (Very thankful for that). However, I do hope they hire more testers in the future because it is maddening to have to wait 8 business days for approval, especially for bug fixes. I know they want to control the quality of their apps, but ultimately I think they should push bug fixes through in one day for developers with a proven track record of quality submissions.

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