Apple Shortens App Review Times in Push to Boost Service Sales
- Average approval times reduced to two days from about nine
- Apple is trying to keep developers loyal to iOS projects
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Apple Inc. has cut the approval time for new submissions to its App Store from more than a week to less than two days, part of a broader push to increase revenue from services including mobile applications.
The accelerated pace allows app developers to fix bugs faster, try out new features more regularly and better react to market changes, while building developer loyalty to Apple’s iOS mobile operating system. The mean approval time has fallen from 8.8 days a year ago to 1.95 days in the past two weeks, according to AppReviewTimes.com, which analyzes user-submitted data. In December, the average was more than five days.