For developers

iOS app launch checklist

Everything to do before, during and after your App Store launch, in order. Tick the boxes as you go. For the why behind each step, read how to market your iOS app.

Two to three weeks before

While the build is still in review or nearly ready.

Pick a name and subtitle that say what the app does, each within 30 characters.
Fill the 100-character keyword field with words not already in your name or subtitle.
Make the first two or three screenshots explain the app on their own, with a short caption on each.
Complete the App Privacy details in App Store Connect. Apple asks for them before an app can be submitted.
Nominate the app for featuring in App Store Connect. Apple recommends about three weeks ahead.
Open a public TestFlight link and list the beta so early users can find it.
Set up a support URL and a privacy policy page. Both are required on the App Store page.

Launch week

The days before the app goes live.

Set your price for every country, not only the US. Our price calculator suggests one for all 175 App Store countries.
Shortlist a few launch sites and note which have long queues. See the ones we tried.
Write one short pitch: what the app does, who it is for, and a link. Send it to an Apple blog or newsletter.
Pick the subreddits you will post in and read each one’s rules on self-promotion.
Prepare an icon, two screenshots and a one-line description to reuse on every site.

Launch day

The day the app is live on the App Store.

List it on Indie Apps. It goes live at once and joins this week’s Debuts board.
Submit to your shortlisted launch sites, starting with the ones that have queues.
Post in one subreddit, with one link, and reply to every comment in the first hour.
Tell your TestFlight testers it is live, and ask them to leave a rating if they liked it.

The weeks after

When the first spike is over.

Keep posting, one subreddit a day, with new wording each time.
Reply to App Store reviews in App Store Connect, especially the critical ones.
Check App Analytics for impressions, product page views and downloads, and fix the weakest step.
Ship a first update quickly. It is a reason to post again and to nominate the app for featuring again.
Run a price cut with the update. Listed apps that drop their price appear on the deals page automatically.

List your app free How to market it

Questions

When should I start preparing an iOS app launch?

Two to three weeks before the release date. That leaves time to finish the App Store page, nominate the app for featuring, which Apple recommends about three weeks ahead, and line up launch sites that have queues.

What do I need before submitting an app to the App Store?

A name, subtitle, keywords, screenshots, a support URL, a privacy policy and the App Privacy details in App Store Connect. Apple will not let an app be submitted without its privacy details.

What should I do on launch day?

List the app on a few launch sites and directories, post in one relevant subreddit with a single link, reply to every comment, and tell your beta testers it is live.

What should I do after launching an app?

Keep posting in one new place a day, reply to App Store reviews, watch App Analytics for the weakest step between impression and download, and ship a first update you can announce.