Builds, TestFlight and App Review

Before every build, a pre-build check makes sure Apple will accept it: your key works and its role can sign apps, the app record exists, the bundle ID belongs to your Apple team, and the capabilities your features need (such as push notifications) are turned on (we turn them on for you). A build that would fail doesn't start and isn't counted. You can run the check any time from the build step on your app page.

When you start a build, we build your app and upload it to your App Store Connect account. Apple then processes it, which can take a while; once it's done, it appears in TestFlight so you can install it on your iPhone and check it.

If a build fails, your app page says what went wrong and, where you can, how to fix it: for example accepting an updated Apple agreement, revoking an unused distribution certificate, or uploading a new App Store Connect key. Builds that fail for a temporary reason, such as a network problem or Apple's servers being busy, are tried again automatically. Failed builds never count toward your allowance.

Once a build is in TestFlight, install it with the TestFlight app and try it. We create a TestFlight group called "Ambient Apps testing" that gets every build; add yourself to it in App Store Connect. When you're happy, press Approve and submit on your app page: we record who approved it and when, then send it to App Review.

Your first submission always waits for your approval. After that, you choose in your App Review details: wait for your approval each time (the default), or submit automatically once a build is in TestFlight. You can't submit until your App Review details are complete.

When we submit, we send your approved listing, your App Review details and the age rating to App Store Connect. A new app is set to free and available in every country and region except mainland China, which needs a government licence; you can change both in App Store Connect. Apple also needs iPhone screenshots. Add them in the listing step on your app page: PNG or JPEG, exactly 1320 × 2868 pixels (1290 × 2796 or 1260 × 2736 also work), upright and without transparency, up to 10, in the order you choose. We send them with each submission and replace only the ones that changed. If you'd rather manage screenshots in App Store Connect, add none on your app page and we'll use those. If a submission doesn't go through (for example, screenshots are missing), the build waits with the reason shown on your app page: fix it, then press Approve again.

Once a year, Apple expects apps to be built with its latest tools. When we move to them, we rebuild every app that's in the App Store for free: your app page shows a notice about 14 days before, the rebuild doesn't count toward your builds, and it follows your submit setting (it waits for your approval, or goes to App Review automatically). Its "What's New" says it was updated for the latest version of iOS.

Apple's review usually takes a day or two. If Apple rejects the app, the next build that fixes it is free (up to 5 per app). Common reasons are a site that feels like a plain website (add native features), a missing privacy policy, or sign-up without a way to delete the account.