14 DAY TRIAL // Apple has just announced that it would continue to accept new App Store submissions through the holiday season this year, therefore changing an approach it’s been using for years.
More specifically, the Cupertino-based tech giant typically suspended the submissions between certain dates during the holiday season for obvious reasons.
But this year, the company explains it would continue to accept all submissions, even during the holidays, though it goes without saying each review would take longer to process, especially when most people are off to spend Thanksgiving and Christmas with their families.
“This year, we’re pleased to continue accepting submissions in App Store Connect throughout the upcoming holidays. Make sure your apps are up to date and ready for the busiest season on the App Store. Due to anticipated high volume, plan to send time-sensitive submissions early. Please note that reviews may take longer to complete from November 24 to 28 and December 23 to 27,” Apple announced.
Surprising change on Apple’s side
The change is certainly surprising, with Apple actually not disclosing the reason for this decision.
Traditionally, the company temporarily closes the App Store Connect especially around Christmas – last year, for example, the platform no longer accepted new submissions between December 23 and December 27.
But on the other hand, even if the company updated this policy and is now accepting submissions even during the holiday season, you should just keep in mind that every new item, be it a new app or an update, will take longer to be reviewed.
And this is why Apple recommends developers to plan their releases early, as this is pretty much the only way to make sure the updates arrive on time for users across the world. The company says it typically sees a high volume of submissions during this time of year.