1. What Is the App Review Process and Why It Matters

The app review process is the quality and compliance check each store runs before your app goes live. Both Apple’s App Store and Google Play verify:

• Technical stability

• Policy compliance (content, privacy, payments)

• User experience quality

A delay here can mean missing your launch window – especially for marketing campaigns.

2. Average Review Times in 2025

• Apple App Store – Standard reviews: ~24–48 hours. Expedited review (special request): within 24h.

• Google Play Store – Most updates: a few hours. New apps: 1–3 days. Sensitive categories (finance, kids): up to 7 days.

These times are averages – weekends, holidays, and complex apps can extend the wait.

3. Factors That Can Speed Up (or Delay) Approval

Faster:

• Clear metadata and screenshots

• Passing automated checks on first submission

• Using standard SDKs and APIs

Slower:

• Missing privacy policy

• Use of restricted permissions (camera, location, background activity)

• Complex in-app purchase flows

4. Best Practices for a Smooth Review

• Test thoroughly on all supported devices before submission

• Provide complete and accurate store listing details

• Avoid last-minute major changes before submission

• For Apple: request an expedited review only if launch timing is critical

5. What to Do If You’re Stuck in Review

• For Apple: contact App Review via the Resolution Center

• For Google: use Play Console support chat or email

• Provide additional documents (licenses, proof of rights) if requested

Conclusion

In 2025, App Store reviews average 1–2 days and Google Play reviews average under 3 days for most apps. Planning your launch with these timelines in mind – and preparing a flawless submission – is the best way to go live on schedule.

💡 Pro tip: Build a buffer of 3–5 days into your launch plan to handle unexpected review delays.