Control launch timing and update rollouts

You have a launch date in mind. The stores still need time to review the app, and you may need time to make corrections. We’d plan submission and public release separately, then choose the controls available for a first release or an update.

Decide on the launch countries, preferred date, who will perform the final action, and how you’ll check that the app is available.

Choose Apple’s release option

Apple offers manual release, automatic release after approval, and automatic release no earlier than a date you specify. That date doesn’t guarantee that review will be finished by then.

For a manual release, assign someone to watch for approval and complete the release action.

Check which Google controls you can use

Managed publishing requires an app that’s already available. You can’t use it for the app’s very first publication. For a coordinated first launch, read Google’s documented approach to preparing through testing tracks.

For an eligible update, a staged rollout lets you offer the update to a percentage of users first. Percentage rollouts don’t apply to the initial release either.

If a control is missing, check first-release eligibility, the selected track, and pending changes before changing your plan.

Verify the release before announcing it

After publishing, try installation and the app’s core behavior. For an update, watch for problems before expanding the rollout. Keep launch communications flexible until you’ve confirmed public availability.

Your release setup should make clear which controls are selected, who needs to take the final action, and how you’ll verify the public result.

An average review time isn’t a launch guarantee. Google recommends leaving a review buffer and notes that reviews can take more than 7 days.