Apple has confirmed that an annual App Store freeze won’t be happening this holiday season, a change from prior years due to the ongoing COVID-19 situation.
- Apple won’t be freezing its App Store catalog for the upcoming holidays
- Before, the company would stop accepting submissions during holidays
- New apps and updates will continue to hit App Store during holidays
App Store accepting submissions throughout 2021 holidays
In prior years, Apple would stop accepting submissions via the App Store Connect service over the holiday period, typically from December 23 to December 27.
As a result, developers couldn’t submit new apps or updates during this period. This was done so that Apple’s own times could enjoy holidays with their families. But with the current health crisis and the COVID-19 situation still disrupting businesses around the world, Apple has opted to skip an App Store freeze this time around.
The company published the news on its Apple Developer website:
This year, we’re pleased to continue accepting submissions in App Store Connect throughout the upcoming holidays. Make sure your apps are up to date and ready for the busiest season on the App Store. Due to anticipated high volume, plan to send time-sensitive submissions early. Please note that reviews may take longer to complete from November 24 to 28 and December 23 to 27.
So as an Apple user, you’ll be seeing new apps and updates to existing apps pushed to the store even during the holiday period. As a developer, you’ll be able to submit new apps and updates to existing apps via App Store Connect during the holiday period.
If you’re an employee with the App Store team, we sincerely hope this change does not mean there won’t be any paid time off to spend with your family this holiday season.