As more and more people/businesses start developing and publishing their apps on the iTunes App Store, the average wait times for approval are expected to lengthen. Despite its $150+ Billion in cash treasure trove, it is truly shocking that Apple still hasn’t figured out a way to speed-up its App Approval process. Currently, it takes about 2 weeks for an App to get approved for distribution on the iTunes App Store. And although for an outsider that might not seem a lot, in the fast-paced business of Apps, 2 weeks is an eternity. A lot can happen in 2 weeks. Someone can steal your idea in 2 weeks; your idea might not be relevant in 2 weeks; someone publishes a better version of your idea in 2 weeks; you get the point. But to be fair to Apple, the longer wait times do help in eliminating some of the spam/garbage apps, thus making sure that the end users get the best possible product.

There are 2 fairly doable ways Apple can make the App Approval process more efficient and shorten the length of Time:

1) Hire More People:

Although this is a logical solution, it is something that will certainly upset Apple investors. More Employees = Less Profit Margin. Investors don’t like that. So it’s safe to eliminate this solution.

2) Create Smart Algorithms and Automate The App Approval Process:

Not sure if Apple is already working on this solution, but given where we are Technologically today, it makes perfect sense to Automate the App Approval Process, by creating smart Algorithms that can analyze huge chunks of data within seconds, and Approve the Apps that satisfy all the criteria and protocols. Obviously the Apps that don’t pass all the required tests, will be Rejected. I think by minimizing the level of Human intervention, we can reach a point where the App Approval Process will only take 24 Hrs max.

I hope that day comes sooner rather than later. Until then, you’ll have to exercise patience, keep your fingers crossed, and hope that your App is Approved before it’s too late.


Currently, the App Approval Process takes about 2 Weeks on Average.

Good Luck 🙂


Posted: March 21, 2014 at 1:46 am, Last Updated: March 26, 2014 at 1:37 pm

The Average Approval Time For iTunes App Store