Want to know how to maximize the new Apple preorder feature? Well I’m going to show you how to set it up, all the best practices and how we used it to land an Apple Feature.
How to Optimize Your App Launch Using Apple Pre-Order Feature
Here are the steps:
- Go to App Store Connect and pick the app you’ve been wanting to submit.
- Set it up and add the necessary information.
- Click Prepare for Submission and fill in the form.
The key part is the Version Release section which tells you what pre-orders are. Set it properly by selecting “Automatically release this new version after Apple Review, no earlier than” and select the date and time. I recommend that you set it a year later, for instance, since it’s 2018, schedule it in 2019.
- After Apple approves it:
- Come back and set the launch date.
- Go to Pricing and Availability.
- Click the checkbox “Make available for pre-order” and set the release date to be the same as your launch date.
- Hit save.
After this, you’re all good and can now pitch Apple.
Pitch Apple After Setting Up Your Pre-Order Listing
Go to appstore.com/promote and then tell Apple how cool your app is. Since your app is available for pre-order, they will see it and will feature it in the pre-order section.
Most of the time, when you land in the Apple pre-order feature, you are more likely to land the feature when your app actually launches. So, it’s a win-win.
All the pre-order downloads will hit on day one. Let’s say you get 10,000 downloads and another 40,000 to 50,000 download just with the Apple features. So, if you want 75,000 to 100,000 to hit the top charts, you will only need 50,000 more downloads to achieve that rather than having to drive 100,000 downloads with your paid acquisition. Thus, it’s beneficial for you to do a pre-order. I highly recommend this especially for game apps.
Step-by-Step: How to Set Up Pre-Orders for Your App
1. Submit Your App for Review (But Delay the Release)
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In iTunes Connect, set your release date far in the future (e.g., 6+ months).
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Example: If recording in August 2018, set the release for August 2019.
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Why? This ensures Apple approves your app before enabling pre-orders.
2. After Approval, Enable Pre-Orders
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Go to Pricing & Availability → Set a realistic launch date (6-8 weeks out).
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Example: August 16 → October 26 (Steve’s dad’s birthday 🎉).
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Toggle “Available for Pre-Order” and confirm the same launch date.
3. Pitch Apple for a Pre-Order Feature
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Use Apple’s promotion page (apps.apple.com/promote).
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Highlight why your app deserves a feature (unique gameplay, design, etc.).
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Pro Tip: Pre-order features often lead to a launch feature too!
Why This Strategy Works (Real Results)
Steve’s team helped a client:
✔️ Get featured in Apple’s Pre-Order section
✔️ Secure 10,000+ pre-order downloads
✔️ Hit top charts faster (pre-orders count as Day 1 installs)
Math Behind the Win:
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Need 100K downloads to hit top charts?
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10K pre-orders + 50K from Apple feature = Only 40K needed from paid ads.
Who Should Use Pre-Orders?
🎮 Games: Apple has a dedicated pre-order section (highest feature potential).
📱 Apps: No dedicated section yet, but still worth testing for early buzz.
3 Actionable Tips for Pre-Order Success
🔥 1. Optimize for ASO Early – Use keywords in your metadata before enabling pre-orders.
🔥 2. Soft Launch First – Test retention/monetization before locking in a pre-order date.
🔥 3. Pitch Apple Strategically – Focus on unique selling points (not just “we want exposure”).
Want the Full Apple Feature Pitch Blueprint?
This was just one piece of the puzzle. For the exact email templates and pitch strategies that land Apple features:
👉 Check out AppMastersAcademy.com (full course included).
Final Thoughts: Pre-Orders = Free Launch Momentum
Smart developers don’t just launch—they pre-launch. By using Apple’s pre-order feature, you:
✔️ Build hype before release
✔️ Increase chances of an Apple feature
✔️ Start Day 1 with thousands of downloads
Next Steps:
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Set up your pre-order (follow the steps above).
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Pitch Apple (use Steve’s proven method).
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Leverage pre-orders for a top-chart push.
Tried this strategy? Share your results below! 🚀
