Quick answer
To publish an app you need an Apple Developer Program membership ($99/year) and a Google Play Console account ($25 one-time). New personal Google Play accounts must run a closed test with at least 12 opted-in testers for 14 continuous days before applying for production access. Then prepare store listings, privacy disclosures and a review-ready build, and submit for review.
Step 1: Create the right developer accounts
Apple requires an Apple Developer Program membership, and Google requires a Play Console account. Decide early whether to register as an individual or as an organisation — organisation accounts show your company name on the store but need a D-U-N-S number, which can take time to obtain.
Step 2: Understand Google Play’s closed testing rule
For newly created personal developer accounts, Google requires a closed test with at least 12 opted-in testers for 14 days before you can apply for production access. Most guides stress the testers must stay opted in continuously. Plan this into your launch timeline — it adds at least two weeks.
Organisation accounts and accounts created before the rule took effect are generally exempt, but always check the current Play Console requirements for your account.
Step 3: Prepare a review-ready build
- Sign the release build and set version numbers correctly.
- Test on real devices via TestFlight (iOS) and internal/closed testing tracks (Android).
- Remove placeholder content, broken links and debug screens.
- Provide a demo login for reviewers if your app requires an account.
- If users can create an account, offer in-app account deletion — both stores require it.
Step 4: Store listing and App Store optimisation (ASO)
Your listing is your sales page. Good ASO improves visibility in store search and conversion to installs.
- App name and subtitle with your primary keyword.
- Clear screenshots that show benefits, not just screens.
- A description that answers “what does this app do for me?” in the first lines.
- High-quality icon, category, and accurate content rating.
Step 5: Privacy and compliance forms
- Privacy policy URL (both stores).
- Apple App Privacy details (“nutrition labels”).
- Google Play Data safety form.
- Permissions justified in-app (location, camera, contacts, etc.).
Common reasons apps get rejected
| Rejection reason | How to avoid it |
|---|---|
| Crashes or broken features | Test release builds on multiple real devices |
| Missing reviewer login | Add demo credentials in review notes |
| Incomplete metadata or placeholder content | Finish every screen and listing field |
| Privacy disclosures don’t match behaviour | Audit SDKs and data collection before filling forms |
| Closed test requirement not met (Google) | Recruit 12+ real testers and keep them opted in for 14 days |
Frequently asked questions
How much does it cost to publish an app?+
Apple charges $99 per year for the Apple Developer Program, and Google charges a one-time $25 registration fee for Google Play Console.
What is the Google Play 12 testers rule?+
New personal Google Play developer accounts must run a closed test with at least 12 opted-in testers for 14 days before they can apply for production access.
How long does app review take?+
Review times vary; many apps are reviewed within a few days, but rejections and resubmissions add time. Plan buffer time before any launch date.
Sources
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