The end of the year traditionally represents a critical moment for developers and users alike. Between acquisitions of new devices and peak downloads ofvideo gameset d’applications,l’App Storeis experiencing unparalleled activity. Indeed, Apple has just sent an important note to its community of application creators, alerting them toa foreseeable extension of the deadlines for examining submissionsduring the end of year festivities.
The Christmas rush shakes up habits
The days when Apple completely shut down its validation system during the holidays are now a thing of the past. The Cupertino company was able to adapt its processes to keep its application review service in operationthroughout this strategic period.
The idea is to best support the developer teamswhile coping with the constraints imposed by the massive influx of submissions. Faced with competition from other platforms, Apple has also understood the importance of maintaining an attractive environment for developers. A smooth and fast validation processis precisely a key element of this attractiveness.
Anticipation and planning: the key words
Apple warns: “The busiest time of the year on the App Store is approaching! Make sure your apps and games are up to date and ready on time. The application review service will remain operational throughout the holidays. However, we recommend that you submit your sensitive updates now, as we anticipate a high volume of submissions and potentially longer validation times between December 20 and 26". Developers will now have tointegrate this temporal datain their deployment schedule.
The excitement experienced by the App Store is not trivial: it representsa golden business opportunityfor developers. Many are planning special promotions, new content or limited offers to attract new users of Apple devices. The preparation of these marketing operations therefore becomes essential given the announced extension of validation times; under penalty of missing the boat and seeingtheir applications go unnoticedamong the multitude of new products.
- Apple alerts developers to longer validation times on the App Store.
- The peak will probably be during the week of December 20 to 26.
- Developers are therefore invited to anticipate their updates to take full advantage of the strategic holiday period.
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By : Keleops AG
