App Store Connect Open on Christmas? Developer Opportunities

Apple Maintains App Store Review Throughout the Holiday Season

Apple has deviated from its customary practice regarding the holiday period. The company declared earlier last month that its App Store will continue processing developer submissions throughout the holidays. This represents a significant benefit for app developers navigating their peak season.

Historically, applications requiring a bug fix or urgent update during times like Black Friday or the concluding days of Christmas shopping faced delays of several days before a fix could be deployed.

This year, however, App Store Connect service personnel will operate on a limited schedule between December 23rd and 27th. While updates will still be implemented, the company notes that review times “may be extended.”

Potential Implications for Developers

While appearing wholly advantageous for both app developers and their user base, an industry expert cautioned that certain developers might encounter unforeseen challenges if they fail to adjust to these recent modifications.

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To gain comprehensive perspectives, interviews were conducted with individuals from agencies specializing in mobile app development. These included Georgina Lupu Florian, CEO of Wolfpack Digital, and Jamie Shostak of Appetiser, who was previously interviewed in connection with TechCrunch’s survey identifying leading software consultants for startups.

Yasser Bashir, co-founder of Arbisoft, a software development firm, was also consulted to provide a balanced viewpoint.

Both Florian and Shostak expressed largely positive reactions to the change, as conveyed to TechCrunch. Shostak stated, “This is excellent news for our clients.”

However, Lupu Florian also offered a word of warning: “We anticipate that some organizations and developers could experience complications if this change isn’t fully understood and appropriately managed.”

A Resolution to a Long-Standing Issue

Shostak indicated that Apple’s previous policy presented a significant hurdle for clients to navigate. The inability of App Store Connect to process updates or new submissions invariably impacted yearly planning cycles. Teams were typically compelled to accelerate their completion timelines or opt for more limited updates.

Florian Lupu explained that, rather than attempting to integrate a maximum number of features prior to the holiday season, their team prioritized the most crucial functionalities. They then dedicated increased resources to quality assurance and rigorous testing procedures.

Wolfpack further detailed a supplementary approach they employed. This involved releasing pre-holiday features to a restricted user base, such as beta testers, to evaluate performance under increased access conditions.

Despite careful planning, this period remained a source of considerable stress for mobile development agencies and developers. Lupu Florian highlighted the primary risk: the inability to deploy bug fixes or enhancements during the holidays should issues arise.

Many organizations chose to avoid this risk altogether. A user on the MacRumors forum shared their company’s practice: “Our company avoids releasing new features in December. Peak traffic volumes mean the impact of a bug escaping quality assurance is amplified. We will address critical bugs, but only if the potential for introducing new issues is less detrimental than leaving the existing bug unresolved until January.”

Florian acknowledged that a common factor was the holiday season itself. Many developers, companies, and entrepreneurs typically take vacations during this time and do not intend to work.

While this may have been an acceptable compromise for some, it didn’t resonate with all developers, particularly those in regions where Christmas is not a primary holiday, or those who simply prefer a consistent work rhythm. Shostak views the policy shift as “a fantastic advancement for development speed,” stating, “There’s no longer a need to decelerate if that isn’t desired!”

Apple's New App Release Timing and its Implications

The ability for developers to schedule app releases has been introduced, but it doesn't fundamentally alter established workflows. Lupu Florian observed that previously, development teams had constraints regarding launch timing, particularly around major holidays.

Specifically, features and updates were often restricted to launches coinciding with Thanksgiving or Christmas. Releasing updates for events like New Year’s Eve demanded careful pre-planning and the implementation of in-app logic to control feature visibility.

Impact on Developers

This shift in policy doesn't represent a significant disruption for established teams like Wolfpack, due to their existing expertise. Similarly, startups building applications from the ground up may not experience a substantial impact.

However, both Florian and Shostak concur that this new functionality presents a valuable opportunity for developers who can effectively utilize it. Strategic implementation will be key to maximizing its benefits.

Apple anticipates a considerable number of scheduling requests, introducing a degree of unpredictability. Florian recommends continued proactive preparation and increased emphasis on thorough testing.

This is because, even with the new system, delays can still occur. By the time a bug fix is approved and published, it may be too late to address time-sensitive issues.

App Review Timelines

App review times have always been a variable factor in the release process. Apple reports that, on average, 50% of apps are reviewed within 24 hours, and over 90% within 48 hours.

Despite these averages, a remaining 10% of applications could encounter additional obstacles or experience delays. Therefore, diligent planning and testing remain crucial for a smooth launch process.

A Precautionary Approach to Holiday Releases

Lupu Florian suggests viewing the extended holiday period not as a chance to expedite software development, but rather as a crucial safeguard—akin to a “safety net or vehicle insurance” policy. This provides an additional avenue for addressing unforeseen issues. “Should problems arise, such as errors surfacing in the live environment, we retain the option of deploying a revised build or version of our applications.”

The CEO acknowledges the potential for others to pursue more aggressive timelines, but cautions against such a strategy, deeming it potentially hazardous. He warns against the temptation to incorporate additional features or ideas immediately before release. “Attempting to do so could lead to a frantic rush, compromising the overall quality if not executed flawlessly.”

Focus on Specialized Teams

Should a decision be made to implement updates during this time, Shostak advises assigning these tasks exclusively to “the team with the deepest understanding of the codebase.” This could also extend to utilizing an external development partner.

“A growing number of companies are opting to outsource mobile app development, even when possessing in-house technical expertise,” he notes.

This approach allows for scalable resource allocation based on fluctuating seasonal demands, leveraging the benefits of geographical diversity. Appetiser, for example, benefits from a predominantly Asia-based developer workforce, potentially offering greater availability compared to their counterparts in Western regions during the Christmas season.

Outsourcing Opportunities

Bashir anticipates a potential increase in demand for Arbisoft’s services, given the expanded release window. “With this new flexibility in place, we anticipate being called upon to provide support throughout the holidays, a situation we readily embrace.”

However, outsourcing during the holidays may be most effectively utilized for addressing bug fixes and implementing holiday-specific promotions, rather than launching entirely new functionalities. “Releasing non-essential features or bug corrections during the holiday season remains a somewhat risky undertaking, primarily due to the diminished availability of personnel globally,” Bashir explains.

The Importance of Full Team Involvement

“Launching an application is a collaborative undertaking, requiring the dedication of the entire team,” Lupu Florian emphasizes. “It’s not simply a matter of initiating a process while enjoying a festive beverage.”

Therefore, anyone contemplating an application launch during the holiday season should be prepared to mobilize the complete team, potentially impacting their personal time and holiday plans.