Apple advises developers to prepare for longer app review times this holiday season

As the festive season approaches, Apple has issued a reminder to app developers to prepare for potential delays in App Store review times. In a recent announcement, Apple highlighted the increased volume of submissions typically seen around the holidays, encouraging developers to update and submit their apps well ahead of time to avoid disruptions.

In the past, Apple temporarily paused new app and update submissions during the holiday week. However, this practice has evolved, and app reviews now continue throughout the season. Despite this change, the surge in submissions between December 20 and December 26 often results in extended review periods. Developers are advised to submit time-sensitive updates and new content early to ensure they pass through the approval process without delays.

“The busiest season on the App Store is almost here. Make sure your apps and games are up to date and ready.

App Review will continue to accept submissions throughout the holiday season. Please plan to submit time-sensitive submissions early, as we anticipate high volume and reviews may take longer to complete from December 20-26,” Apple said in a statement.