Apple has updated its App Store pre-order policy which now allows developers to offer their applications up to six months in advance. Prior to this, users are able to pre-order an app from up to 90 days before it is available for download on the platform.
The move is intended to let developers “build more excitement” for what their apps can offer to users, the company explained in a recent post on its Developer portal. Pre-order apps are featured in the App Store results and can be explored by users with videos and screenshots. Users who pre-order will later receive a reminder from Apple when their desired app is released for download.
This policy update applies to both paid and free-to-download apps that are hosted on the Apple App Store. Meanwhile, users who pre-order certain paid apps will not be charged until the software is available for release. Additionally, they are allowed to cancel their orders if they decide not to purchase it.
Hype-building is indeed an important aspect of marketing for developers, especially in creating more interest and awareness of their product to users. We do hope this policy change would also encourage them to fully finalise and importantly, iron out their software prior to their release in order to make it worthwhile for users. Alternatively, you could just skip out on being an early adopter and just wait for initial impressions instead, as we’ve pointed out before.