Yearly iTunes Connect Shutdown: No New Apps, Updates and More Changes

by Holly Shoemaker

Black Friday has passed, and like last year, I successfully avoided anything to do with that, and now cyber Monday approaches. While consumers have gotten their holiday apps and emails to find the best deals, everyone should keep in mind that development starts slowing down.

iTunes Connect Shutdown

This time of year means more than just finding the best deals. For developers, it is the time they slow down on releases.

Shutting down has a lot to do with Apple as developers lose access to iTunes Connect for a week in December. This year, developers will lose access from from Friday, December 21, 2012 to Friday, December 28, 2012. As a reminder, the shutdown means no new apps or updates will be made available. Even if an app was scheduled to appear, Apple warns it will not show up.

Apple added another component this year. Releases and pricing changes scheduled to appear will also find themselves delayed. During the shut down, in-app purchases will also be unavailable. The company opened a day earlier last year so the timeframe could slightly change.

Mobile App Releases Help Apps Remain in the Spotlight

by Holly Shoemaker

Companies many wonder what to do in the following months after they have launched an app. After companies track the number of downloads and the app’s consumer appeal, developers have concrete data to work with to see where an app could improve. After analyzing the data, developers have an opportunity to use app releases to remain competitive in the marketplace.

Focusing on release updates keeps an app in the forefront of customers’ minds – developers do not want to take for granted that the novelty of downloading something new may wear off. If users know updates were made, and the app has a loyal following, a good percentage of those users will likely download the updates. If those releases are successful, customers may use word-of-mouth advertising and other social media sites to let other fans know about the updated app. Companies should view this as additional advertising to their press releases, tweets or whatever marketing approaches they use to communicate the availability of new and improved apps.

Concluding Thoughts

Apps, just like other programs, always have room for improvements. Companies that do not integrate new releases into an overall marketing strategy will lose ground to competitors and newer apps. Making app releases an integral marketing element also shows that companies listen to their customers – that feedback, and the ability to make changes, drives the longevity of an app. At the end of the day, it comes down to app downloads and the ability to secure a top spot in download heaven.