Guide · Apps & software
Publishing apps to the App Store and Google Play
Building an app is half the job; getting it into the App Store and Google Play is the other half, with its own requirements, reviews and delays. Businesses that start this process late often lose weeks waiting for account verification or fixing rejected submissions. This guide lists what to prepare. Store policies change regularly, so check the current requirements of Apple and Google before starting.
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In short
In short
- 01
Register developer accounts in your company's name, not a contractor's or employee's.
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Organisation accounts with both Apple and Google require a D-U-N-S number; obtaining one can take time.
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Store listings need texts, screenshots, privacy information and support contacts — in each language you publish in.
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Both stores review apps; plan for rejections and resubmissions.
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Updates are needed regularly to stay compatible with new OS versions and store requirements.
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Guide
Developer accounts
Apple Developer Program
Enrolment as an organisation requires the legal entity's details, a D-U-N-S number and a person with authority to sign agreements. The programme has an annual fee. Apps are published under the organisation's name.
Google Play Console
Organisation accounts also require a D-U-N-S number and verification of the organisation and contact details. There is a one-time registration fee. Google has introduced additional requirements for newly created personal developer accounts, such as closed testing with a minimum number of testers before production release — another reason to register as an organisation.
Register accounts early and in the company's name. Give developers access through team roles rather than sharing the account owner's credentials.
D-U-N-S number
A D-U-N-S number is a unique business identifier issued by Dun & Bradstreet. Both stores use it to verify organisations. Check whether your company already has one; if not, request it well before you need it.
Store listings
- App name, subtitle or short description, and full description.
- Screenshots for required device sizes, and optionally a preview video.
- App icon.
- Category, age rating questionnaire.
- Support URL, contact email and privacy policy URL.
- Localised listings for Azerbaijani, Russian, English or other languages you target.
Privacy disclosures
Both stores require you to describe what data the app collects and how it is used — Apple's privacy "nutrition labels" and Google Play's Data safety section. The disclosures must match what the app and its third-party SDKs actually do, and your privacy policy. See privacy policy for websites in Azerbaijan.
Review
Apple reviews every submission; Google reviews apps and updates as well, with timelines that vary. Common reasons for rejection:
- crashes or broken features during review;
- incomplete information or placeholder content;
- missing account deletion options for apps with sign-up;
- in-app purchase rules for digital goods and subscriptions;
- privacy disclosures that do not match behaviour;
- apps that are simply a wrapped website without app-specific value (Apple in particular).
Provide reviewers with test credentials and notes on how to access key features.
Payments in apps
Stores require their own in-app purchase systems for many digital goods and subscriptions, while physical goods and services consumed outside the app can use your payment provider. The rules are detailed and change; check them at the planning stage, as they affect the business model.
Testing tracks
- TestFlight (Apple) for internal and external beta testers.
- Internal, closed and open testing tracks (Google Play).
Use them for real-device testing before production releases.
Updates
New iOS and Android versions each year bring new requirements — minimum SDK levels, permission changes, privacy rules. Apps that are not updated can be hidden from new users or removed. Plan maintenance from the start. See mobile app development.
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FAQ
Frequently asked questions
Can our developer publish the app under their account?
Technically yes, but the app would belong to their account. Transferring apps later is possible but cumbersome. Use your company's accounts from the start.
How long does review take?
It varies from hours to several days, and rejections add time. Plan launches with a buffer.
Do we need to publish in both stores?
If your users use both platforms, yes. Your analytics or market data will show the split.