‘Be prepared to mobilize the entire team’ if you’re launching over the holidays
Anna Heim
13 hours
Apple is breaking with holiday tradition: The company announced early last month that its App Store will continue to review developer submissions over the holidays, welcome news for app developers facing their busiest season.
Previously, an app that needed to release a bug fix or a critical update on Black Friday or during the final hours of Christmas shopping couldn’t push a fix for days. This year, from December 23 to 27, App Store Connect service staff will work a reduced schedule, which means updates will take place, but reviews “may take longer to complete,” the company said.
On the surface, this looks like a complete win for app developers and their customers, but one experts we spoke to warned that some developers may run into unintended consequences if they don’t adapt to the recent changes.
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