Introduction
I recently took on the role of App Store deployment manager. While I had mostly handled regular releases before without any special issues, this time I learned a lot through multiple deployment cycles.
This deployment was particularly special. We needed to deploy features after a specific date, with x.x.0 version pre-deployed and x.x.1 version to be deployed with updated screenshots and app descriptions.
I wanted to start deployment on Sunday morning and submitted for review on Friday afternoon, so it wasnāt a relaxed situation. Thatās why I requested an expedited review.
However, unexpected problems occurred continuously. The first submission was rejected due to screenshot regulation violations, I accidentally cancelled an approved build, and scheduled deployment didnāt work properly.
In this post, Iāll organize the actual problems I encountered, solutions, and lessons learned according to the deployment process flow.
Pre-Submission Preparation Process
First Rejection Due to Screenshot Regulation Violation
The first problem I encountered was screenshot regulations. I received screenshots from the designer but didnāt know that price information couldnāt be included.
The word āFreeā was included in the screenshot image, which caused the review to be rejected. After removing the price information, the review passed.
Interestingly, price information can be included in app descriptions. Itās strange that the regulations for screenshots and app descriptions are different.
Special Character Usage Restrictions
When I tried to include < characters typed from the keyboard in the app description, I got an error saying ācontains words that cannot be usedā.
To solve this problem, I found and used special characters similar to <:
ā©(U+2329) - left-pointing angle bracketāŖ(U+232A) - right-pointing angle bracket
They looked properly displayed to the eye, and it seems to be a policy restriction of App Store Connect.
Strategy for Screenshot Updates
There was a situation where I needed to quickly change screenshots to reflect business content. However, it was impossible to change only screenshots and app descriptions without updating the app version.
Following a colleagueās advice, I used the strategy of preparing the next build in advance for screenshot updates. I created a build with only the version changed from the same implementation, and requested a review with updated screenshots and descriptions immediately after the previous versionās review was completed.
This method made rapid screenshot updates possible.
Expedited Review
After updating screenshots and app descriptions, I requested an expedited review. I had only seen others do it before, but this was my first time requesting it directly. It seems like in the past you could write a message explaining why expedited review was needed, but now that input field is gone.
Currently, on the Apple Developer Contact page, you just need to enter App Name and Platform in App Review > Request Expedited App Review > App Review Inquiry > App Information.
Initially, the review was rejected due to regulation violations in screenshots and app descriptions, but when I resubmitted after fixing them, they were approved within 1-2 hours. I could directly feel the effect of expedited review.
Iām embarrassed to share this, but I accidentally cancelled an approved expedited review. The submission was cancelled due to a mistake while running an automation scriptā¦ I was sweating and very surprised at the moment. Fortunately, when I resubmitted, it was approved within 1 hour.
Misunderstandings About Scheduled Deployment and Gradual Rollout
Instability of Scheduled Deployment
There was a situation where release was needed at 6 AM, so I tried using scheduled deployment. It was set exactly with local date and time in App Store Connect, but strangely it didnāt work properly.
It remained in āPending Releaseā status. After waiting about 20 minutes with no change, I finally changed it to āManually Release Versionā and started the release directly.
The scheduled deployment feature seems convenient but sometimes unstable. I havenāt tried it many times, so I plan to try it again later in personal projects.
Misunderstanding About Gradual Rollout
I was completely wrong about gradual rollout. Initially, I thought it would be shown to users gradually on the App Store, like A/B testing.
Actually, itās immediately visible to all users on the App Store, and the gradual rollout feature only applies to users who allow automatic updates.
This was a big misunderstanding because I didnāt properly understand this point.
Precautions Discovered During Resubmission Process
Precautions When Cancelling In-App Events
I discovered something to be careful about when cancelling app review submissions. A specific marketing event was registered as an in-app event, and when I cancelled the app review submission, the in-app event was also cancelled.
When cancelling a release, itās good to check if there were in-app events in the review target, and if there were, notify the marketing team in advance.
Apple Review Speed Improvement
Even without expedited review, it was possible to go from review registration to deployment within 24 hours. I had heard that Appleās review speed had improved compared to before, and I could actually feel it.
There could be various factors like app category, review complexity, etc., but overall the review speed seems to have improved.
Lessons as a Deployment Manager
It was an important deployment, so I was worried and felt a lot of pressure. Still, I learned a lot through this deployment process. I especially realized the importance of advance preparation through direct experience with App Storeās complex policies and unexpected restrictions.
Key lessons learned:
- Screenshot Regulations: Price information prohibited, different from app description regulations
- Expedited Review: No message input field, separate request through Apple Developer Contact
- Screenshot Updates: New version required, prepare build in advance strategy
- Special Character Restrictions: Can be replaced with Unicode special characters
- Scheduled Deployment: Unstable in this experience
- Gradual Rollout: Unrelated to App Store exposure, only applies to automatic update users
- In-App Events: Cancelled together when review is cancelled, advance consultation needed
It suddenly occurred to me that it would be nice to have a service that checks in advance whether thereās anything that would violate App Store regulations.
Conclusion
I think App Store deployment is not just uploading builds and waiting for review, but a complex process that requires understanding and responding to various policies and restrictions. This time too, I learned a lot with the help of team members. While experiencing issues, I used to think I was unlucky, but these days Iāve strangely become more positive, so I feel good about accumulating good experiences and memories. Anyway, I have hope that Iāll be more skilled in the next deployment.
References