App Launch Checklist: The Weeks Before and After
By CodexierPublished 5 min read
An app launch is not the moment you press 'release'. It is the few weeks around it: getting the store listing approved, being ready for the first support questions, seeing crashes before users write reviews about them, and shipping the first fixes quickly. This checklist arranges those tasks by week, so nothing important lands on release day.
Store listing and screenshots
Start the store listing early. Apple and Google both review the listing as well as the app, and privacy information must match what the app actually collects. Our guide to App Store review covers the common rejection reasons.
- App name, subtitle and short description written for search in both stores
- Screenshots for the required device sizes, showing real tasks rather than a logo
- Privacy policy URL and the privacy or data-safety labels filled in honestly
- Age rating, category and contact details
- A support URL that works
- Swedish and English texts if you serve both audiences
Support channel and FAQ
Users who hit a problem in the first days will write a review if they cannot reach you. Make it easy to reach you instead: an in-app link to support, an email address someone reads, and a short FAQ that answers the questions testers asked.
- A support email or form, with a named owner and a response-time target
- An FAQ page covering login, payments, notifications and account deletion
- A routine for turning support messages into bug reports with device and OS version
- Prepared answers for the most likely questions
- A plan for replying to store reviews, including critical ones
Analytics and crash reporting
You need to know about crashes before users tell you. Crash reporting tools such as Firebase Crashlytics or Sentry show which devices and OS versions are affected and where in the code it happened. Analytics shows whether people complete the key flow.
| What to set up | Why | Check before launch |
|---|---|---|
| Crash reporting | See crashes with stack traces | Force a test crash and confirm it appears |
| Key events | Sign-up, first key action, purchase | Run the flow and see each event arrive |
| Consent handling | GDPR requires a legal basis for tracking | Tracking respects the user's choice |
| Release tagging | Tie crashes to the right app version | Version numbers appear in reports |
Collect only what you will actually look at. Every event is personal data under GDPR if it can be tied to a user.
Phased rollout
Both stores let you release gradually. Apple's phased release spreads an update over seven days to users with automatic updates; Google Play's staged rollout lets you choose how large a share of users gets the new version, and increase it step by step. If crash reports spike, you pause before everyone has the broken version.
- Beta test through TestFlight and Google Play testing tracks before release
- New personal Google Play developer accounts must run a closed test with a minimum number of testers for a set period before production access; check the current rules early
- Start the rollout small, watch crashes for a day or two, then widen
- Keep the previous build ready and know how to halt a rollout
- Avoid releasing on a Friday or before a holiday
The first update plan
Plan the first update before launch. Real users will find bugs testers did not, and the first week of reviews will be shaped by how quickly you respond. Reserve developer time for the two weeks after release instead of starting the next big feature immediately.
- Reserve capacity for fixes in the first two weeks
- Collect feedback from support, reviews and crash reports into one list
- Prioritise crashes and blocked flows, then confusion, then wishes
- Ship a first fix release quickly, and tell users what changed
- Schedule a review after a month: what is used, what is not, what comes next
Keeping an app healthy after launch is ongoing work. Our app maintenance and scaling plan covers monitoring, OS updates and fixes; prices are on our pricing page.
When a full launch plan is overkill
An internal app for a handful of staff, distributed privately, does not need store screenshots or a review strategy. A short test round, a support contact and crash reporting are enough. Scale the checklist to the audience. If you are unsure what your launch needs, book a short call.
Frequently asked questions
How long does App Store review take?
Often a day or two, but it varies and rejections add rounds. Submit the first build several weeks before your planned launch so you have time to respond to feedback.
Do I need both analytics and crash reporting?
Yes, they answer different questions. Crash reporting shows what breaks; analytics shows whether people use what works. Both should be checked on real devices before launch.
Should we launch on both stores at the same time?
Usually, yes, unless your users are heavily on one platform. A staggered launch can reduce support load but doubles the launch work.
What should the first update contain?
Fixes for crashes and blocked flows first, then the most common confusion from support and reviews. Save new features for later updates.
Launching an app soon?
Walk us through your launch date and current state on a short call. We will point out what is missing and what can wait until after release.
Book a free 15-minute call