Apple App Store: Allow multiple submissions to be reviewed simultaneously

App developers selling software in Apple's App Stores can now have multiple submissions reviewed by App Review simultaneously. This was announced by the iPhone manufacturer, as you can read announced by the iPhone manufacturer. Apple announced further improvements for developers with additional Custom Product Pages and the switch to uniform Offer Codes.

Previously, only one submission per app could be made at a time. With the change, it is possible to submit additional content for review independently of existing submissions. This allows developers, for example, to submit in-app events while a new app version is still under review. Previously, they always had to wait for the existing review to be completed. The improvement is also intended to help, for example, to submit critical bug fixes separately from Custom Product Pages.

Number of Custom Product Pages doubled

The customized landing pages, called Custom Product Pages by Apple, are being doubled from 35 to 70. These pages can be used, for example, for app promotion. Those who go to the respective link will then see, for example, an App Store page that focuses on different aspects than the general info page for the app in the App Store. If desired, the special landing pages can also be displayed when App Store users search for specific keywords. It is also new that keywords can now be assigned to each individual Custom Product Page.

Offer Codes, which enable the free or discounted retrieval of an app or its content, now support all types of in-app purchases. They can therefore be used for consumables, non-consumables, and non-renewing subscriptions. Extended support is offered for auto-renewing subscriptions. These can be configured so that they are not automatically renewed after an introductory period. Apple also announced that the previous promo codes for in-app purchases will be abolished. No new ones can be created after March 26, 2026. Existing ones remain valid until they expire. Promo codes for free app downloads will remain.

Apple has repeatedly worked on improving App Review in the past. In the early days, long waiting times for reviews were a particular annoyance. Before 2015, developers often had to wait over a week, sometimes even over two weeks. With the takeover of App Store management by former marketing chief and current Fellow Phil Schiller, App Review picked up speed. In May 2016, the average waiting time was only 1.95 days, and between 2020 and 2024, it was statistically an average of 11 hours.

(mki)