Apple will not shut down App Store Connect during the holiday season

App Store Connect

Apple will keep app submissions to the App Store open for developers during the holiday season.

The company traditionally closes the App Store to ship new apps and updates for part of the holiday season.

However, during the 2022 holiday season, developers can submit updates and resubmissions without shutting down App Store Connect, although Apple warns that reviews may take a little longer from December 23-27.

The company says that 90% of submissions, on average, are reviewed in less than 24 hours. Apple also offers some tips for developers to avoid common auditing problems.

Three tips are to thoroughly test the app to make it ready for customers, tell Apple’s review team about the unique app experience, and give them access to help them complete a thorough review.

The holiday season is an important part of the year for Apple and developers. In September, the company announced that it would expand ad placement on the App Store in time for the holidays.

“With new opportunities coming to Apple’s search ads, you can promote your apps on the App Store to engage even more customers this holiday season,” Apple said in a statement.

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