# Approval-day launch checklist

This checklist is intentionally gated. An App Store approval is not the same as a live storefront page; Apple notes that publication can take up to 24 hours after approval.

## 1. Verify before announcing

- [ ] Confirm the app status is approved in App Store Connect.
- [ ] Confirm release mode (manual, automatic, or phased) matches the intended plan.
- [ ] Open the public App Store URL in a signed-out browser.
- [ ] Install the production build from the App Store on a physical device.
- [ ] Complete first launch, onboarding, one core session, purchase screen, restore purchases, privacy/support links, and sharing.
- [ ] Confirm the product name, subtitle, screenshots, description, price, age rating, and in-app purchases are correct.
- [ ] Request App Store promo codes for press where appropriate.
- [ ] Record the exact live date/time and storefront in the workbook.

## 2. Update owned surfaces

- [ ] Change the website product status from Coming Soon to Live.
- [ ] Confirm the product page's App Store button opens the correct app.
- [ ] Confirm the /get route preserves or maps campaign attribution as intended.
- [ ] Publish the press-kit download page and verify every file.
- [ ] Add the live URL to social profiles or link hub where relevant.
- [ ] Create App Store Connect campaign links and custom product pages for the channels that merit separate creative.

## 3. Submit editorial and earned-media work

- [ ] Submit the matched App Store featuring nomination.
- [ ] Replace every bracketed placeholder in the selected press pitch.
- [ ] Attach or link only the assets requested by the outlet.
- [ ] Send review codes/TestFlight access to outlets that accept them.
- [ ] Log send date, contact, subject, and follow-up date in the outreach sheet.
- [ ] Schedule one polite follow-up after 5-7 business days; do not repeatedly chase.

## 4. Publish the launch sequence

- [ ] Publish the product-page update first.
- [ ] Publish the matched square/story creative.
- [ ] Publish one short gameplay clip demonstrating the core action in the first two seconds.
- [ ] Publish the community post only where self-promotion is allowed; disclose developer identity.
- [ ] Reply to questions and actionable feedback on launch day.
- [ ] Do not ask for incentivized ratings, downloads, or Product Hunt upvotes.

## 5. Measure the first 72 hours

- [ ] Capture impressions, product page views, downloads, page conversion, proceeds, ratings, and reviews.
- [ ] Tag every result to the channel/campaign where possible.
- [ ] At 24 hours: fix broken links or obvious store-page mismatch.
- [ ] At 72 hours: compare creative/channel conversion; pause weak paid reach.
- [ ] At day 7: record D1/D7 retention, review themes, and the next product decision.

## 6. Portfolio pacing

- [ ] Launch Glowtide first unless approval timing or production evidence argues otherwise.
- [ ] Give the first flagship 72 hours before launching the next flagship.
- [ ] Launch Tenward second and One Good Thing third.
- [ ] Follow with Orbitfall and Wordward, then use the remaining apps as a sustained weekly cadence.
- [ ] Promote a lower-tier app only when its observed conversion or retention earns the move.
