iOS app pre-ordering process guide

Pre-ordering apps on the iOS App Store is a powerful tool for developers looking to build excitement and gauge interest before a product's official release. Apple provides a robust system that enables developers to make their apps available for pre-order, allowing users to view the product page, learn about the features, and place a pre-order that automatically downloads the app to their device upon release. This process is seamless for users and beneficial for developers, offering visibility, early engagement, and the potential to rise in the App Store charts on launch day due to a consolidated download spike. The system is open to both paid and free apps and can be configured directly through App Store Connect.

iOS app pre-ordering process guide

To get started with offering an app for pre-order, developers must first complete the app’s metadata and submit a version for review. This version must be approved by Apple before the app can be made available for pre-order. Once approved, the developer can set the pre-order option and specify a release date, which must be at least two days in the future and can extend up to 180 days. The chosen release date will determine when the app is automatically delivered to customers who pre-ordered it. Developers retain the flexibility to manually release the app earlier than the set date if desired.

During the pre-order period, the app’s product page will be fully visible in the App Store. Customers can view screenshots, watch preview videos, read descriptions, check ratings (if any are present from previous app versions), and place a pre-order with a simple tap. If the app is free, users will be notified that they are pre-ordering and that the app will automatically download upon release. For paid apps, customers will be charged prior to download, usually within 24 hours of the app becoming available. Importantly, if the price of the app changes during the pre-order period, customers will be charged the lower of the two prices, either the price at the time of the pre-order or the price at the time of release.

Managing pre-orders also includes the ability to make updates to the app while it is in the pre-order phase. Developers can submit new versions for review and update their product page with revised metadata, new screenshots, or promotional text. These changes, once approved, will reflect on the App Store product page even before the app is officially released. This means a developer can respond to market interest or beta tester feedback by refining the presentation and content of their app listing to better appeal to potential customers.

A key strategic advantage of pre-orders is the potential to build momentum. Because all pre-orders are counted as downloads on the day the app becomes available, it can result in a significant boost in rankings on the App Store charts. This surge in visibility can attract more organic users who see the app trending or ranking highly. Furthermore, having a pre-order option gives developers a clear date to anchor their marketing efforts around. Social media promotions, influencer engagement, and PR campaigns can all build toward a concrete launch date, maximizing impact.

Another important detail is the ability for customers to cancel their pre-orders at any time before the app is delivered. They can do this via the App Store by navigating to their account and managing pre-orders. For developers, it’s essential to maintain engagement and interest during the pre-order window to reduce cancellation rates. Keeping potential users excited through regular updates, teaser content, or email newsletters can help ensure that most of the pre-orders translate into actual downloads.

It’s also possible for developers to disable pre-orders at any time before the release. This removes the app from the pre-order section and stops new users from placing orders, but it does not cancel existing pre-orders unless the app itself is removed. If a developer needs to delay the app release beyond the original date, they must update the release date in App Store Connect. Apple will notify all customers who have pre-ordered the app about the new release date. This ability to communicate changes transparently helps maintain trust and manage expectations.

Once the app is released, users who pre-ordered it will receive a notification, and the app will download to their device automatically. For paid apps, users are charged at the time of download, and the app functions as a regular purchase. The pre-order functionality is a front-end enhancement that transitions into a standard app listing upon release. From the developer's perspective, after the release, pre-orders convert into downloads, and all analytics associated with installs, usage, and retention follow the same path as any other app.

Developers should be aware of localization and regional settings when setting up a pre-order campaign. The availability of pre-orders is determined by the regions selected in App Store Connect, and localized metadata such as app descriptions, keywords, and screenshots must be carefully curated for each market. Since pre-orders are a global feature, this is a chance for developers to fine-tune their presentation and reach a worldwide audience even before launch. It is also crucial to use promotional assets that meet Apple’s guidelines to avoid delays in the approval process.

One often overlooked aspect of the pre-order system is the role of app indexing and search relevance. As the product page is live during the pre-order phase, the app benefits from early indexing by Apple’s search algorithms. This can improve discoverability on launch day, especially if the metadata includes well-chosen keywords and a compelling title. Engaging app previews and high-quality screenshots can also enhance conversion rates during the pre-order period, making it more likely that users will commit to the download.

In terms of user experience, pre-orders appear just like any other app listing with a clear “Pre-Order” button instead of the traditional “Get” or price display. Once pre-ordered, users can find the app in their purchase history and see its release status. On release day, the app is automatically installed on their device, assuming their settings allow for automatic downloads. This hands-free delivery ensures a smooth experience and encourages early usage, which is especially useful for developers trying to get quick feedback or generate user reviews.

Apple does not require that developers support pre-orders, and some may choose not to enable this feature if their release timeline is fluid or if the app is part of a soft launch strategy. However, for most developers, especially those with polished apps ready to launch at scale, the pre-order system provides a highly visible and low-friction way to build an audience ahead of release. It turns potential customers into guaranteed downloads and builds anticipation across marketing channels.

To ensure a successful pre-order campaign, developers must prepare thoroughly. This includes having a fully functional app version submitted and approved by Apple, creating rich media assets for the product page, localizing content for target markets, and aligning promotional efforts with the scheduled release. It’s also important to monitor the App Store Connect dashboard for any issues that arise during the pre-order period, such as failed builds, metadata errors, or customer feedback.

Developers planning price promotions should pay close attention to timing. If the app is listed at a discounted price during the pre-order period and the price increases at launch, customers who pre-ordered will still receive the lower price. This mechanism ensures fairness and encourages early commitment, but it also means developers must strategically time their price changes to align with their business goals.

Once the app is live, all the features of the App Store, such as user reviews, ratings, and update capabilities, become active. The pre-order page transforms into the standard app listing, and future marketing can reference the app’s presence on the store, supported by early user testimonials and download data.

In summary, offering an iOS app for pre-order through App Store Connect is a valuable marketing and user engagement strategy that helps developers attract attention before launch, coordinate promotional efforts, and achieve early success on release day. It provides the infrastructure for transparent pricing, regional availability, automatic delivery, and continuous updates, ensuring that developers maintain control while building anticipation. When used effectively, it can amplify the impact of a new app and position it for stronger initial performance in one of the world’s most competitive app marketplaces.

Step-by-step: How to offer an iOS app for pre-order on the App Store

1. Finish Your App’s Metadata: Complete your app's title, description, screenshots, previews, and all required metadata in App Store Connect.

2. Submit a Build for Review: Upload a working version of your app and submit it to Apple for approval. Your app must be approved before offering it for pre-order.

3. Enable Pre-Orders: Once your app is approved, go to the app's pricing and availability section in App Store Connect and enable the “Make available for pre-order” option.

4. Set a Release Date: Choose a release date at least 2 days and up to 180 days in the future. Your app will automatically release to customers on this date.

5. Publish the Product Page: Your app’s product page goes live on the App Store, showing a “Pre-Order” button. Customers can view all content and place pre-orders.

6. Manage Pricing and Updates: You can change the app’s price, metadata, and even submit new builds during the pre-order window. Users will be charged the lower price if it changes.

7. Track Pre-Orders and Engagement: Monitor performance using App Store Connect analytics. Promote your app to build momentum and reduce cancellations.

8. Optionally Release Early or Delay: You can release the app earlier than planned or delay it. Apple will notify customers if the release date changes.

9. App is Automatically Delivered: On the release date, the app is automatically downloaded to users’ devices. Paid users are charged before download.

10. Post-Release Transition: After release, your app becomes a normal listing. Ratings, reviews, and updates function as usual, and you continue promoting the live app.