Apple Improves App Approval Time for Developers to Two Days

Bloomberg reports that Apple has shortened app approval time from a week to just two days. The report is based on data released by, which analyzes user-submitted information.

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That’s a rather interesting enhancement, and welcomed by developers, as a year ago app approval time was 8.8 days. In December the average was more than five days.

The shorter the app review time it is, the better the pulsation of the App Store and the ecosystem built around it is. For example, by cutting the time to just two days, app developers can push out bug fixes and new features much faster, and better react to market demand changes, the Bloomberg report says.

For Apple, this means it can accelerate its app revenue stream and build developer loyalty to iOS.

“Apple is a little bit of a different company than it was a few years ago when it first built the App Store,” said Button founder Chris Maddern. “It’s becoming a lot more developer-friendly. It’s becoming a lot more open in its approach to building an ecosystem.”

It is worth paying attention to Apple’s services operations, which includes the App Store and other digital outlets the company owns. As earlier reports have already pointed out, Services have become the fastest-growing arm of the company, as revenue increased 20% in the first calendar quarter, accounting for nearly 12% of Apple’s total quarterly revenue.

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