In brief
Apple's app pre-order feature lets developers gauge demand and earn money before launch. As described in this December 2017 article, paid apps require full payment when ordered, downloads happen automatically on release day, and users still risk disappointment when ordering before reviews are available.
Many new phones offer a pre-order option before launch, helping manufacturers prepare inventory and distribution in advance and anticipate market demand. Now, Apple is offering a similar pre-order option for apps.
According to Apple's official blog, iTunes Connect, Apple is making pre-orders available to all app developers starting today. Developers can publish a product page and offer pre-orders before their app is available to download. Users can then pre-order the app on its product page, and on its official release date, it will automatically download to the corresponding iOS device.
For paid apps, users must pay the full price when placing their pre-order. The app will then download automatically on its release date.
This is not a new feature. As early as September 2016, Nintendo's first mobile game, Super Mario Run, supported pre-orders. Users could purchase it on the App Store in advance and start playing as soon as it launched in December.
Currently, App Store pre-orders are already available for two well-known indie games, INSIDE game and Goroga. INSIDE game offers free pre-orders and downloads, while Goroga requires an upfront payment of 30 yuan to pre-order.
Apps offered for pre-order must still pass Apple's review, and their release dates must fall between two days and three months (90 days) in the future—ensuring that, at a minimum, they are not malware or viruses. However, users who pre-order an app before any reviews are available still risk an unpleasant surprise.
Overall, Apple's decision to make app pre-orders available primarily benefits developers.
Based on app pre-orders, developers can gauge market interest before an app officially launches and make adjustments to the app or its servers. Besides, for developers working overtime to write code, what could be more satisfying than earning money ahead of launch?
https://www.inside.com.tw/2017/12/12/apple-open-app-pre-order-service