How the Apple App Store Works — A Step-by-Step Guide to Publishing an App

Publishing an app on Apple’s App Store is not a simple upload-and-go process. Apple operates a highly controlled ecosystem designed to protect users, data, and intellectual property. For developers and businesses, this means careful preparation is required before an app can be made available to the public.

This guide explains each step of the Apple App Store publishing process in detail, from developer enrolment through to approval, monetisation, and ongoing compliance.

What Is the Apple App Store?

The App Store is Apple’s official digital marketplace for distributing applications on Apple devices, including iPhone, iPad, Mac, Apple Watch, and Apple TV.

The App Store is owned and controlled by Apple, and Apple has complete discretion over:

• which apps are accepted,

• how apps behave,

• how data is collected,

• and how payments are processed.

Every app must pass Apple’s review process before it is published.

Step 1: Enrolling in the Apple Developer Program

Before an app can be published, the developer must enrol in the Apple Developer Program.

Apple requires:

• A verified Apple ID

• Identity or business verification

• Acceptance of Apple’s developer agreements

Applicants must pay an annual fee.

Accounts can be opended either individually or through a business/company.

Step 2: Designing and Building the App

Apple apps must be built to meet Apple’s technical and design standards.

Most apps are built using:

• Apple’s programming languages (Swift or Objective-C)

• Apple’s development environment (Xcode)

• Apple’s software frameworks and APIs

Apple also enforces:

• Interface consistency

• Accessibility requirements

• Performance standards

Even where cross-platform tools are used, Apple reviews the final app behaviour. Poorly designed user flows or unclear disclosures may triggers App Store rejection.

Step 3: Setting Up the App in App Store Connect

Once development is underway, the app must be configured in Apple’s management platform, App Store Connect.

Key information required

Developers must provide:

• App name and subtitle

• Description of functionality

• App category

• Keywords for discoverability

• Supported devices and operating systems

• Pricing and geographic availability

Branding and naming risks

Apple will reject apps where:

• the name infringes trademarks,

• branding is misleading,

• or the app appears to impersonate another service.

This step often benefits from early trademark clearance, particularly for commercial apps.

Step 4: Privacy Disclosures and App Privacy Details

Privacy compliance is one of Apple’s most heavily enforced areas.

What developers must disclose

Apple requires developers to declare:

• What data is collected (e.g. location, contacts, identifiers)

• Whether data is linked to the user

• How the data is used

• Whether data is shared with third parties

These disclosures must match the app’s actual behaviour, be reflected in the privacy policy; and remain accurate after updates.

Incorrect privacy disclosures can lead to:

• app rejection,

• app removal,

• developer account suspension,

• regulatory exposure under privacy laws.

Step 5: Uploading the App to Apple

Once the app and listing are complete, the app is uploaded via Xcode to Apple’s servers.

At this stage, the developer:

• selects the app version,

• confirms compliance declarations,

• formally submits the app for review.

From this point forward, the app cannot be modified unless Apple requests changes.

Step 6: Apple’s App Review Process

Apple manually reviews every app before publication.

Apple assesses:

• security and malware risks,

• data handling and privacy compliance,

• intellectual property ownership,

• user experience and design integrity,

• advertising and subscription practices,

• compliance with Apple’s App Store Review Guidelines.

Most reviews take 24–72 hours.

If issues are identified, Apple will reject the app and provide reasons. Developers can then fix the issues and resubmit.

Step 7: Approval, Publication, and Updates

Once approved the app becomes live on the App Store, users can download it immediately; and the app is searchable and featured by category.

Publishing is not the end of compliance. Developers must:

• keep privacy disclosures up to date,

• update apps to meet new Apple requirements,

• respond to policy changes,

• maintain valid developer enrolment.

Apple can remove apps at any time if policies are breached.

Step 8: Testing with TestFlight (Optional but Recommended)

Apple provides TestFlight, which allows developers to invite testers, distribute beta versions; and collect feedback before public release.

This step is particularly useful for:

• identifying bugs,

• refining disclosures,

• testing subscription flows,

• reducing the risk of rejection.

Step 9: Monetisation on the App Store

Developers can monetise apps through paid downloads, in-app purchases; and subscriptions.

Apple generally takes 30% commission, or 15% for small developers or long-term subscriptions.

Apple strictly enforces rules around:

• payment processing,

• subscription disclosures,

• cancellation rights,

• pricing transparency.

Legal and Compliance Considerations for Developers

Publishing an app is also a legal exercise. Developers should ensure:

• ownership of source code is clear,

• contractor and developer agreements assign IP correctly,

• third-party licences are valid,

• branding does not infringe trademarks,

• privacy policies are accurate and enforceable,

• consumer representations are not misleading.

Failure to address these issues can result in:

• App Store rejection or removal

• loss of monetisation

• reputational damage

• regulatory exposure

Conclusion

The Apple App Store is a tightly regulated platform. While it offers global reach and user trust, it also requires careful planning, accurate disclosures, and ongoing compliance. Developers who treat app publishing as both a technical and legal process are far better positioned for long-term success.

Need Legal Advice for App Publishing?

If you are developing or commercialising an app and need advice on:

• intellectual property ownership,

• licensing and content use,

• privacy compliance,

Greyson Legal can assist with tailored legal guidance for app developers and digital businesses. Contact us:

E: mail@greysonlegal.com

P: 0411 248 885