Updated 10th December, 2025

You've built your content. You've scheduled your Zoom calls, posted in your Facebook group, and sent Stripe links. Now you want to own the relationship—your branded app, live on every phone, independent of social algorithms.

To get there, you need to understand two distinct gatekeepers: Apple's App Store and Google Play Store. Apple runs a meticulous, human-led review process prioritizing quality and privacy. Google offers a faster automated-plus-human review, emphasizing transparency and security.

This guide compares the $99 annual Apple fee versus the $25 one-time Google fee, detailing how we help you work through both submission paths.

Why launching on both Apple App Store and Google Play matters for your branded app

If you want maximum mobile reach and lower platform risk, launch on both. If budget or timeline is tight, prioritize one and expand later.

Expand your reach and own your audience

Launching on both platforms puts your app in front of the widest mobile audience. Apple reviews 90% of submissions in under 24 hours. Google Play typically reviews most apps within 24 hours, though new submissions can take three days.

A dual-platform launch means you own the relationship with both iOS and Android users. Your app becomes the home base, not a rented billboard on social platforms.

Drive engagement and recurring revenue

Mobile apps deliver higher engagement than web-only experiences. Push notifications reach users directly. In-app communities keep members active between lessons. For recurring revenue, subscriptions through both Apple IAP and Google Play billing give users payment options they trust.

Apple's standard commission on in-app purchases is 30%, dropping to 15% for subscriptions after the first year. Google applies a 15% service fee on the first $1 million in annual earnings, then 30% beyond that threshold.

Apple App Store submission: Costs, requirements, and review process

The Apple Developer Program costs $99 USD annually for both individual and organization accounts. Your annual fee gives you access to Xcode, TestFlight for beta testing with up to 10,000 external testers, and app distribution tools.

Nonprofit organizations, educational institutions, and government entities may qualify for a fee waiver if they exclusively distribute free apps.

Key requirements for iOS app submission

Apple employs human reviewers to assess apps against its comprehensive App Store Guidelines, focusing on design, privacy, security, and performance. Your app must be complete, functional, and free of crashes or obvious technical problems.

Core requirements:

• App completeness: No crashes, demos, or betas. Your app must deliver a smooth user experience.
• Accurate metadata: App name limited to 30 characters, descriptions to 4,000. Metadata must accurately reflect your app's core experience.
• Privacy policy: Required, easily accessible, detailing how you collect, use, and share user data. If you use third-party login, you must comply with Sign in with Apple.
• In-app purchases: All digital goods must use Apple's IAP system.

Watch this Passion tutorial for a step-by-step walkthrough of building your app with these requirements in mind.

Understanding Apple's review process

The typical review process takes 24-48 hours, though it can extend up to a week. Factors that influence review time include first-time submissions, app category such as finance or health, sensitive APIs, and metadata mistakes.

Apple's review philosophy emphasizes subjective judgment on design, privacy, security, and performance. If Apple rejects your app, you'll receive detailed feedback. You can appeal rejections directly through App Store Connect.

Common reasons for Apple app rejection

• App completeness: Incomplete bundles, crashes, bugs, or broken links
• Inaccurate metadata: Misleading information in app name, description, or screenshots
• Privacy violations: Missing or inadequate privacy policy
• Poor user experience: Apps that lack standard functionality

Google Play Store submission: Costs, requirements, and review process

Google Play Developer registration requires a one-time fee of $25 USD. This single payment grants lifetime access to the Google Play Console for app management, analytics, and distribution. Unlike Apple, Google does not impose an annual recurring fee.

Once registered, you can publish unlimited apps under the same account without additional charges.

Key requirements for Android app submission

Google Play's review involves automated checks plus human evaluation. Google is generally less strict on design compared to Apple but maintains robust policies for security, privacy, and content.

Core requirements:

• Malicious behavior: No deceptive functionality, malware, or spyware
• Transparency: You must describe and justify all permissions in your app listing and privacy policy
• Privacy policy: Required, public, explaining how you collect, use, store, and share user information
• App stability: No bugs, crashes, or unfinished builds

Our platform handles these requirements automatically, allowing you to focus on your content while we ensure compliance with Google's policies.

Google Play's review process and timelines

Google Play typically reviews most apps within 24 hours. However, new submissions can take around three days, and during high-demand periods, up to seven days or longer.

New developer accounts often face longer review times for their initial submissions. Once your first app is approved, subsequent updates typically move through review faster.

Google provides status updates in the Play Console. If Google rejects your app, you'll receive specific policy violation details.

Avoiding Google Play policy violations

• Malicious behavior: Deceptive functionality or malware
• Lack of transparency: Missing privacy policy or unjustified permissions
• Improper content: Restricted content or policy violations
• Metadata issues: Unclear or spammy descriptions

Conduct thorough pre-submission checks, including beta testing, to improve approval chances.

Apple vs. Google: A direct comparison for creators

Choosing your path: Strategy for Passion creators

Launch on both if:

• You want maximum reach and can invest ~$124 upfront ($99 Apple + $25 Google)
• You have time to manage two submission processes or use our Expand or Plus support

Prioritize Apple first if:

• Your audience skews toward higher-income professionals
• You're in coaching, wellness, or premium content niches

Prioritize Google first if:

• Your audience is global or in markets where Android dominates
• You're budget-constrained and want to test mobile distribution with minimal upfront cost

In practice, submit to both simultaneously. Plan a 4-8 week window from submission to both stores being live, and use your web app (live immediately) to onboard users during review.

Watch this Passion review for real creator experiences with both platforms.

How Passion simplifies app store submission for creators

No-code app builder: Focus on content, not code

Our drag-and-drop builder lets you create a branded mobile app without writing a single line of code. Pick a template, upload your videos, PDFs, and audio, then structure lessons and sections. Style with your logo, colors, and fonts.

Behind the scenes, we handle cloud hosting, automatic updates, and web publishing for you. Your web app goes live in weeks. App store submission support varies by plan, with Expand and Plus tiers including dedicated submission guidance.

We include push notifications, in-app community, and challenges that meet both Apple and Google requirements out of the box.

"The training on how to build and sell is invaluable." - Mathilde N. on G2

Guided submission process and support (plan-dependent)

We provide app store submission support based on your plan. Launch and Scale offer documentation and self-service resources. Expand includes App Store listing support—guidance on metadata, screenshots, and submission steps. Plus offers white-glove submission where our team handles the process.

According to customer feedback, our support is consistently helpful and responsive, which matters when technical questions arise during submission.

See our case studies for examples of successful launches across fitness, wellness, and business coaching niches.

Managing in-app purchases and fees

We integrate with both Apple IAP and Google Play billing, as well as PassionPayments for web checkouts:

• Web checkout via PassionPayments: 3.9% platform fee plus Stripe processing. Best for bundles or when margin matters.
• Apple IAP: 30% commission (or 15% under Small Business Program), then 15% for subscriptions after year one. Best for mobile convenience.
• Google Play billing: 15% on first $1M annually, then 30%. Subscriptions are 15% from day one.

Route high-margin bundles to web checkout and use IAP for mobile convenience.

"I have worked with Meghan a few times now and she is great! She was able not only to follow through but also found something wrong with my STRIPE account that I was not aware of. She is super friendly and helpful!" - Jennifer Lopez on Trustpilot

Launch your branded app: A 30-day plan for submission success

Week 1: Prepare your content and developer accounts

Gather 10-15 core lessons, draft metadata, create your privacy policy, and register for Apple Developer Program ($99/yr) and Google Play Console ($25 one-time).

Week 2: Build and test your Passion app

Upload content, structure lessons, set pricing tiers, configure push workflows, and test on web.

Week 3-4: Submit to App Stores and monitor review

Finalize app name (30 characters max), write descriptions (4,000 characters max), upload screenshots, submit to both stores, and monitor review status. Most creators see both apps live within 4-8 weeks.

Risks and mitigations in app store submission

Two common issues slow app launches: review delays and fee misunderstandings. Here's how to plan ahead.

Delays and rejections: Plan for iteration

First-time submissions and metadata mistakes can extend review times. Submit early—plan a 4-8 week buffer. Triple-check metadata. If rejected, address feedback immediately. Use our Expand or Plus support for expert guidance.

Fee misunderstandings: Clarify IAP vs. web checkout

Apple takes 30% (or 15%) on IAP. Google takes 15-30%. Route high-margin bundles to PassionPayments web checkout (3.9%) and use IAP for mobile convenience. Model your pricing to account for commission: a $29/month IAP on Apple nets you ~$20.30 (after 30%) or ~$24.65 (after 15% under Small Business Program).

Your branded app awaits

Launching on both Apple App Store and Google Play replaces tool sprawl and algorithm risk with owned access. Your app becomes the hub for content, community, and payments—on the devices your audience uses every day.

Apple's $99 annual fee and meticulous review process ensure a curated experience. Google's $25 one-time fee and faster review offer accessibility and speed. We bridge the gap between creator ambition and platform reality with our no-code builder, training, and support.

Most successful creators launch on both platforms simultaneously, using the web app to onboard users while app store reviews are pending. Start with your web app live in weeks, submit to both stores at once, and use push notifications to drive completion and retention.

Ready to launch your branded app?

Try Passion with our 30-day money-back guarantee—verify current trial status when you sign up. Build your app, set your pricing, and submit to both App Store and Google Play with plan-dependent support.

Start your Passion journey today and see how we simplify app submission, monetization, and engagement for creators.

FAQ:

How much does it cost to put an app on the Apple App Store?

The Apple Developer Program costs $99 USD per year, covering all tools, testing, and distribution for unlimited apps.

What is the Google Play Developer fee?

Google Play requires a one-time $25 USD fee. Once paid, you can publish unlimited apps with no annual renewal.

How long does App Store review take for a Passion app?

Apple reviews take 24-48 hours typically, up to a week for complex apps. Google reviews take 1-3 days.

Does Passion help with App Store submission?

Yes. Expand includes App Store listing support, and Plus offers white-glove submission. Launch and Scale provide documentation.

Can I launch on both Apple and Google simultaneously?

Yes. Most creators submit to both at once and use the Passion web app (live immediately) to onboard users during the 4-8 week review window.

What are the commission fees for in-app purchases?

Apple charges 30% standard (15% Small Business), dropping to 15% for subscriptions after year one. Google charges 15% on first $1M, then 30%, with subscriptions at 15% from day one.

Key terms glossary

Apple Developer Program: Apple's program for publishing App Store apps, costing $99 annually.

Google Play Console: Google's platform for publishing Android apps, with a one-time $25 fee.

In-app purchase (IAP): Purchases made within a mobile app, subject to Apple (15-30%) or Google (15-30%) commission.

Push notifications: Direct messages sent to a user's device from an app, even when not in use, critical for engagement and retention.

PassionPayments: Our Stripe-powered web checkout with 3.9% platform fee, used to avoid higher IAP commissions.

MRR (Monthly Recurring Revenue): Predictable revenue from subscriptions each month, a key metric for creators building sustainable app businesses.