Apple’s App Store Connect teams receive and approve app submissions and updates and normally are given time off during the holiday season. But for 2021, that won’t be the case as the teams will be working through the holidays this year.
According to Apple on Monday, it announced, “this year we’re pleased to continue accepting submissions in App Store Connect throughout the upcoming holidays.”
“Make sure your apps are up to date and ready for the busiest season on the App Store. Due to anticipated high volume, plan to send time-sensitive submissions early. Please note that reviews may take longer to complete from November 24 to 28 and December 23 to 27,” added Apple.
Last year’s App Store Connect holiday shutdown took place from December 23 to 27. During the holiday break, app updates and submissions are paused. It usually is also a time for developers to somewhat game the system leading up to the break, by offering a free update or price change to rocket up the charts. This enables these apps to get front and centre when people open up their new iPhones and iPads on Christmas Day.
