Every year, in light of the holiday season, Apple sees fit to shut down iTunes Connect so that it can give its App Store staff a few days off to celebrate.
That trend continues this year, with Apple announcing today via its developer channel that iTunes Connect will shut down temporarily between December 23 and December 27. During that time, developers will not be able to submit any changes to their apps, or submit new apps for that matter. The notice to developers is meant to keep them informed, and make them aware that any app updates and new app submissions must be submitted to iTunes Connect ahead of December 23 to meet the deadline.
“The busiest season on the App Store is almost here. Make sure your apps are up-to-date and ready for the holidays. New apps and app updates will not be accepted December 23 to 27 (Pacific Time), so any releases should be submitted, approved, and scheduled in advance. Other iTunes Connect and developer account features will remain available.”
Apple does note that a feature within iOS 11 does make it possible for developers to send out in-app notifications to users, letting them know of any promotions, events, or even upcoming features at any time:
“With the new App Store on iOS 11, you can let customers know about promotions, upcoming features, and events within your app at any time using the promotional text field. Your app’s promotional text appears at the top of the description and is up to 170 characters long.”
Any changes to apps, and new app submissions, will get reviewed by the App Store team via iTunes Connect when they return on December 28.