Apple’s approval time for new App Store submissions sees a speed-up

Apple has cut the approval time for new submissions to its App Store from more than a week to less than two days, part of a broader push to increase revenue from services including mobile applications, according to Bloomberg — citing data from, which analyzes user-submitted data.

While offers an insight into how review times fluctuate, data from the past two weeks stem from 322 reviews, which is a small proportion of the total approved in that period. It could have something to do with personnel changes. Marketing head Phil Schiller, who has long been responsible for developer relations, took charge of the App Store from Eddy Cue, Apple's senior vice president of Internet Software and Services, in December.

“At the very beginning of the App Store it was higher, but for the past few years it’s been very steady in taking about a week,” Dave Verwer, an iOS developer and consultant who runs AppReviewTimes told Bloomberg. “It does seem to be falling right now.”