Additionally..

Every year around the end of December (21-29) Apple is kind enough to send its employees on vacation while it performs updates and maintenance requirements to the App Store & iTunes App Store (yes they're different).

Some have coined this period as the "App Store Freeze" or "App Store Lockdown" which basically is a yearly lockdown ranging form December 21nd-29th (noting from last year).

Last year during this time, Apple has been known to free the App Store's rankings for up to 8 days (around the most critical phone activation and app download frenzy of the entire year.

With 700,000+ apps in the App Store competing for the top 25 ranked spots in each category, the App Store Lockdown can have extreme repercussions when consumers are so ready to BUY.

Last year (2011) Flurry reported that over 20 million new devices were activated with more than 1.2 BILLION apps downloaded.  Comparing last years 242 million app downloads ON Christmas Day with 2010's 85 million installs 

One can only imagine how much these stats will escalate for this year when taking into consideration just last years numbers.

So what does this mean to you?

As an iOS Developer & Appreneur I would consider the following:

Think of the Lockdown as an opportunity to make MORE money.

If you consider investing in paid advertising.. 

(TapJoy,AppGratis,FreeAppAday,W3i,Aarki,etc..)

Note: These services generally operate on a PPI (Pay-per-install) basis, and charge beween $.15cents, and $1.75 per user (depending on if they're incentivized or not)

Why not…

..wait till the 17th or 18th to run your campaign (usually lasts around 5 days) so when your campaign ends the App Store is LOCKED DOWN (including the rankings) and you get to keep the rankings built up to the top from your paid advertising for the NEXT 7 DAYS!! 

HOLY HELL.

This would normally cost you another $4k at the least.

Secondly..

You want to make sure you TIME YOUR UPDATES!

If I were releasing an app next month.. (December) I would not mess around with trying to time the update TOO close to the Lockdown (December 21st)

..but instead..

UPDATE AFTER the Lockdown so once the rush/surge of downloads is finished all your users will receive yet ANOTHER push notification / nag screen to REVISIT your app to keep your DAU (Daily active users) at an all time high for.. (if executed correctly) another week.  

This is REALLY stretching your dollar$.  

Shoot..with the advice I JUST gave you in those two points alone you could turn a campaign that may cost you around $3-4k (Tapjoy / freeappaday) and last about 4-5days into a campaign that will cost you $3-4k..

and…(here's the best part)

Last you.. 

12-19 DAYS

WOW!

If you're feeling generous with your newly saved $8-12k you can send a donation via paypal to: KSteineman@gmail.com

😉

Ok, I digress..

Third thing.

Take advantage of the "seasonal spirit" what I mean by this is..

..Be prepared to have a holiday theme for your app.

Can't think of any?

How about Gangum Style in a Santa outfit with little elvish women instead of what he has now 🙂

Some examples of great apps who have execute this in the past would be:

• Santa Tracker HD (allegdly makes $20,000 every Christmas Eve)
• XMas: Christmas Countdown (In anticipation of Santa's arrival)

Fourth point:

If you miss getting your app into the market before the App Lockdown DON'T WORRY!

You're likely still going to have another 1-2months after everyone has activated their new advices.

I will say however..

That's no reason for you to BE LAZY and NOT meet the deadline.  Seriously, the sooner there better in this case. As literally THIS TIME OF YEAR is THE BEST TIME OF YEAR for maximizing downloads and installs. 

I'm sure you understand that by now, so I won't carry on abou it.

Finally,

If all else fails.. be prepared to piggy-back on the success of the other seasonal apps with your knowledge of App Store Optimization (ASO).  

I will be writing A LOT about this this coming weekend, so STAY TUNED!

Until then.. see this: 

So with that..

May the force be with you.

-Kevin

P.S.

I want to hear about how it went for you, or what you plan on doing in the comments below.