App Store pre-order rules that affect F2P launch timing

Apple documents App Store pre-orders as a limited product page that people can order before release, with automatic download and a notification on release day. For F2P UA, the binding constraints are the allowed window length, per-region release dates, and the marketing rule that Apple does not notify buyers when you shift or cancel a pre-order date.

Documented windows and eligibility

Brand-new apps can set a release day 2 to 180 days after the pre-order is published. Existing apps expanding into a new region can set a release date 2 to 365 days after publication. Configuration lives in App Store Connect under Pricing and Availability. Pre-orders can be made on devices running iOS 11.2, iPadOS 13, tvOS 11.2, macOS 10.13.2 and watchOS 6 or later. Once the binary and metadata are approved, you publish the pre-order.

Pre-orders can release in specific regions with different release dates per region. That is the lever for soft-to-global sequencing on iOS without inventing a second SKU.

Marketing and creative schedule

Apple supplies a pre-order badge and allows promotion via website, mailing list, social and Apple Ads. The product page shows an expected release date. Apple recommends not putting that date in marketing if it may shift. People who pre-ordered are not notified by Apple of date changes or pre-order removal; the operator must communicate adjustments. On release day, marketing and badges must switch to download-available language.

Existing apps can use custom product pages and product page optimization on the pre-order page. Use StoreKit preorder_date on the receipt to thank or reward pre-order buyers.

Operator facts vs limits

Who should act

1. Lock creative, localisation and live-ops calendars inside the chosen window before publishing the pre-order.
2. Keep expected dates out of paid creative if slip risk is material.
3. Wire preorder_date rewards before release day, not after.

Download the artifact.

Research checked 20 September 2026. Local draft; human editorial review pending.