Apple Won't Close App Store During Holidays - Developer Update
Apple Maintains App Store Availability During Holidays
Apple has announced it will not be implementing its customary shutdown of the App Store to developer submissions throughout the holiday period. This decision represents a shift from previous years' practices.
Developers will likely appreciate this change, as they have historically faced concerns about being unable to release crucial bug fixes or other essential updates during a peak season for app activity.
Increased App Demand During the Holiday Season
The holiday season typically sees a surge in new iPhone and Apple device activations as gifts are unwrapped. Consequently, users actively seek out new applications to install and reinstall previously enjoyed favorites.
Extended time off from work further contributes to this trend, with consumers exploring new apps and games during the final months of the year. This heightened engagement naturally leads to increased App Store usage in the fourth quarter.
App Store Connect Operations
In the past, Apple’s App Store Connect service would undergo a complete closure during the holidays. This necessitated developers to expedite the submission of critical app updates before the year-end shutdown.
However, this year, Apple intends to maintain continuous operation, although it acknowledges potential delays in review times. Specifically, reviews “may take longer to complete” between November 24th and 28th, and again from December 23rd to 27th.
Regulatory Context and Business Considerations
This policy change occurs amidst growing global regulatory scrutiny regarding Apple’s App Store business practices. These practices involve commissions levied on paid app downloads, in-app purchases, and subscriptions.
Apple may be aiming to avoid providing additional justification for criticism by keeping its App Store submission platform open. The company argues that collected fees are used to support its developer community.
Potential Motivations Behind the Decision
It’s also possible that Apple recognized the counterproductive nature of closing during a period of peak traffic. The company may have simply determined that maintaining operations is more beneficial.
Limited Transparency from Apple
Apple has not disclosed the extent of any potential staffing reductions during the holiday break. Details regarding increased reliance on contractors or other internal operational adjustments remain undisclosed.
A request for comment was submitted to Apple, but a response has not yet been received.