How to launch an app: a release plan for indie developers

Before any checklist, write down what success looks like in the first two weeks. Examples: 50 people complete onboarding, 10 people use the app three days in a row, 5 people pay. One clear goal decides what you measure and what you fix first.

Also decide where the app lives. A web app can launch the day you deploy. An App Store or Google Play app depends on testing rules and review, so its calendar starts earlier. The rest of this guide focuses on store apps, but the sequence works for web apps too. For general preparation, see how to prepare your first product launch.

A beta is where you learn whether strangers understand your app without you explaining it.

On iOS, Apple's TestFlight lets you invite up to 10,000 external testers, by email or with a public link you can share anywhere. The first build for external testers must be approved by App Review, so upload it early.

On Android, check your account type before you set a date. Google's testing requirements for new personal developer accounts apply to personal accounts created after November 13, 2023. You must run a closed test with at least 12 testers who stay opted in for 14 days in a row before you can apply for production access. That is two weeks you cannot compress, so recruit testers before the build is ready.

Give testers a precise task, such as "create your first project and export it", and one place to report problems.

Your store page is the first thing most visitors see, and it takes longer to get right than people expect. Apple's guide to creating your product page sets the main constraints:

Write the listing as if the reader has never heard of you. The first screenshot should show the main result, and the first sentence of the description should say what problem the app solves. Reuse the same wording on your website and launch posts so people recognise the product everywhere.

The App Review Guidelines list the most common avoidable problems:

• Submit a final version, not a demo. Betas belong in TestFlight.
• Remove placeholder text and empty web pages.
• Provide a demo account or full demo mode if the app needs a login.
• Keep your backend live and reachable during review.
• Make sure in-app purchases are complete and visible to the reviewer.

Submit well before your planned launch date. A rejection is easier to handle two weeks early than on launch morning.

Do not let approval decide your launch day. In App Store Connect you can choose a release option: release manually, automatically after approval, or automatically no earlier than a date. With manual release, the version waits as "Pending Developer Release" until you click release. Apple notes it can take up to 24 hours to appear on the App Store, so release the day before your announcement and check that the store link works.

On Google Play, staged rollouts are useful later, but Google's staged rollout documentation states they apply only to updates, not to the first publication of an app.

Once the store link works, announce it where your future users already are:

1. Your beta testers and email list, with a thank-you and the store link.
2. Your own website, with a short page that links to both stores.
3. One or two launch platforms. A permanent MegaLaunch listing is free, and the launch checklist helps you prepare assets once and reuse them.
4. Communities you already take part in, with an honest post about what you built and why.

Keep the message consistent. The outline in how to write a product launch announcement works for store descriptions, posts and emails.

Launch day starts the real work:

• Read every review and reply to the useful ones.
• Watch crash reports and onboarding drop-off daily.
• Ship a first fix within days if something blocks people. On Google Play, use a staged rollout for that update.
• Note the exact words people use to describe the app, and reuse them in your listing.

When the first week is over, the job becomes bringing new people in steadily. That is covered in how to market an app with no budget.

How long does it take to launch an app?

Plan several weeks after the app works. New personal Google Play accounts need a 14-day closed test with at least 12 testers, and you also need time for review and beta feedback.

Should I launch on iOS and Android at the same time?

Only if you can support both. Launching on one platform first keeps support manageable for a solo developer.

Can I choose the exact day my app goes live?

On the App Store, yes. Choose manual release, wait for approval, then release. Allow up to 24 hours to appear.

Do I need a website to launch an app?

It is strongly recommended. A simple page with what the app does, screenshots and store links gives people and search engines something to link to.