Apple App Store Pre-Orders — official docs excerpts

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Accessed: 2026-06-26

Core Apple description

Apple describes App Store pre-orders as a way to build excitement before launch: people can order an app before it is released, and it automatically downloads onto their devices on release day.

When a pre-order is offered, a limited product page is published on the App Store. Pre-orders are discoverable in search results, and can appear on Today, Games, and Apps tabs if the app is featured.

Pre-orders can be used for brand-new apps that have never been published on the App Store, and for bringing existing apps into new regions.

Eligibility and timing

Configure and manage pre-orders in App Store Connect, in Pricing and Availability.
For each pre-order, select an expected release date and the regions where pre-order is available.
Brand-new apps can have a release day 2 to 180 days after the pre-order is published.
Existing apps expanding into new regions can have a release date 2 to 365 days after the pre-order is published.
The app must be submitted and reviewed by App Review before the pre-order can be published.
Both free and paid apps across Apple platforms are eligible.
In-App Purchases are not eligible for pre-order, but IAP metadata can be prepared in App Store Connect before/during pre-order.
App bundles are not eligible for pre-order.
Required App Store Connect role: Account Holder, Admin, or App Manager.

First-time app pre-order flow

Apple’s App Store Connect Help flow for a first-time release:

In Apps, select the app.
In the sidebar, click Pricing and Availability, scroll to App Availability, and click Set Up Availability.
Select Publish as Pre-Order.
Choose a release date between 2 and 180 days in the future.
Select countries or regions.
Confirm; the pre-order appears in App Availability but does not appear on the App Store until an app version is manually released.
Submit the app for review.
Once approved, click Release This Version.
The pre-order publishes immediately, but may take up to 24 hours to appear to all users.

Customer experience

Customers can pre-order on supported OS versions: iOS 11.2, iPadOS 13, tvOS 11.2, macOS 10.13.2, watchOS 6, or later.
Customers can cancel pre-orders in App Store settings.
Paid app customers are not charged until the official release date.
If the price changes during pre-order, customers are charged the lower of the accepted pre-order price or release-date price.
On release day, customers receive a notification and the app automatically downloads to the pre-ordering device; it can also download on eligible devices if automatic downloads are enabled.

Marketing and measurement

Apple allows the official App Store pre-order badge in marketing materials.
Apple recommends a clear CTA such as “Pre-order on the App Store” and a direct product-page link.
Apple Ads can promote an app during pre-order.
Product page displays expected release date; if it may shift, Apple recommends not emphasizing the exact date in marketing.
People who pre-order are not notified by Apple of date changes or if the pre-order is removed, so the developer must communicate changes.
App Analytics measures net pre-orders, pre-order conversion rate, and downloads resulting from pre-orders.
Sales and Trends reports include purchased pre-orders and cancellations.