December 3, 2024 – Apple has alerted its developers today that with the approach of Christmas, the review times on the App Store may experience an increase. The company has advised developers to commence updating their apps and games in preparation for the holiday season.
Historically, Apple had shut down App Store Connect entirely during the Christmas week, halting the acceptance of new app submissions and reviews. However, the company now continues its review process during the holidays.
Expecting a surge in app submissions, Apple stated that between December 20th and 26th, review durations might be extended. To ensure timely approval, developers are encouraged to submit time-sensitive apps ahead of schedule.
As the busiest season for the App Store looms, developers are urged to ensure that their apps and games are updated and ready. The App Store review team will remain active and accept submissions throughout the holiday period.
Developers are advised to plan early submissions for time-bound materials, as a heavier workload is anticipated between December 20th and 26th, which may result in longer review completion times.
It is understood that developers often roll out promotions, offers, and new content in December to capitalize on people receiving new devices and App Store gift cards during the holidays.
