Phased release rolls an update out over 7 days to users with automatic updates turned on, from 1% on day one to 100% on day seven. You can pause it for up to 30 days in total, and anyone can still download the new version manually at any time (App Store Connect Help, checked October 16, 2026).
What phased release is
Normally an approved update reaches everyone at once. With phased release the App Store hands it out in stages, to a larger share of users with automatic updates each day, picked at random and not told.
Only automatic updates are affected. Anyone can download the new version manually at any time, and first-time installs get it right away.
The point is that 1% of users meet a bug first. Crashes and bad reviews show up while the share is small, and you can pause the rollout.
Where to turn it on in App Store Connect
The switch is on the version page, App Store Connect › Apps › your app › the version in the sidebar › Phased Release for Automatic Updates. Select Release update over a 7-day period using phased release and press Save. Account Holder, Admin and App Manager can change it.
After approval, Ready for Distribution gets a Phased Release tag. The same page has Pause Phased Release, and Release to All Users at the top right ships to everyone at once.
Daily shares and limits
| Day of release | Share of users with automatic updates |
|---|---|
| 1 | 1% |
| 2 | 2% |
| 3 | 5% |
| 4 | 10% |
| 5 | 20% |
| 6 | 50% |
| 7 | 100% |
| Rule | Value |
|---|---|
| Pause | up to 30 days in total, any number of pauses |
| Release to everyone | any time after Ready for Distribution |
| What it covers | updates only, the first version goes to everyone |
| Platforms | iOS, macOS and tvOS |
Per App Store Connect Help, checked October 16, 2026.
Per Apple's help as of October 16, 2026, the first five days reach 20% of users with automatic updates. Half get it on day six, the rest on day seven.
How to release an update in phases
- Create a new version in App Store Connect and attach a build.
- Under Phased Release for Automatic Updates, choose the 7-day release and press Save.
- Submit the version for review. Once approved it shows Ready for Distribution with a Phased Release tag.
- Check crashes, reviews and purchases every day while the share is small.
- If something breaks, choose Pause Phased Release and press Save, then prepare a fixed build.
- If all is well, resume with Use Phased Release, and it picks up on the day it stopped. Or press Release to All Users.
Common mistakes
- Treating a pause as a recall. A pause only stops automatic updates. Manual downloads and new users still get the new version.
- Expecting phased release on a first version. It's only for updates, the first version goes to everyone at once.
- Stretching the pause. As of October 2026, all pauses of one version share 30 days. A 10-day pause leaves 20.
- Removing the app from sale mid-rollout. Phased release for that version stops for good, and when the app returns it's available to everyone at once. The same happens if your Apple Developer Program membership lapses.
- Phasing an urgent fix. In five days phased release reaches only 20% of users with automatic updates. If the update fixes a bug everyone has, release it at once or press Release to All Users.
Phased release and manual release
The version page also has an App Store Version Release section, which decides when the version ships after approval, manually, automatically or no earlier than a set date. Phased release decides how fast it reaches people with automatic updates. You can combine them, releasing manually on Tuesday morning and rolling out over 7 days. After a manual release, the version can take up to 24 hours to appear on the App Store.
Appto prepares the update in App Store Connect, runs the version's final checklist and submits it to Apple from your account or shows you what to press. While the rollout runs, Appto shows purchases and renewals as they happen, with the country and the paywall, more on the live sales page.
Questions
How long does phased release take?
7 days. On day one 1% of users with automatic updates get the update, on day seven all 100% (App Store Connect Help as of October 16, 2026).
Can I pause a phased release?
Yes, as many times as you like, but for no more than 30 days in total per version. After a pause it resumes on the same day.
Do new users get the update during a phased release?
Yes. Phased release only affects automatic updates, and anyone can download the new version from the App Store manually at any time.
How do I release an update to everyone at once?
Open the version with Ready for Distribution status and press Release to All Users at the top right.
Is phased release available for Mac and Apple TV?
Yes, Apple's help lists it for iOS, macOS and tvOS.
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