/pre-orders

name: pre-orders
description: Generates pre-order setup guides and launch timeline templates for App Store pre-orders. Use when planning a pre-order strategy for a new app launch or major update.
allowed-tools: [Read, Write, Edit, Glob, Grep, AskUserQuestion, WebSearch]
last_verified: 2026-07-16
review_by: 2027-06-22

Pre-Orders Generator

Generate pre-order configuration guides, launch timeline templates, and marketing coordination plans for App Store pre-orders.

When This Skill Activates

Use this skill when the user:

• Asks about "pre-orders" or "App Store pre-order"
• Wants to "build anticipation" before a launch
• Mentions "pre-launch strategy" or "launch countdown"
• Asks about making their app available before release date
• Wants to collect day-one downloads

How Pre-Orders Work

• Unreleased app: release date can be set up to **180 days** out
• Users can order your app before it's available
• On release day customers are notified and the app **auto-downloads within ~24 hours** — the queue converts itself
• Pre-orders count toward your launch day download numbers
• Your app appears in search and browse during pre-order period
• Price can be set to "Free" or any paid tier during pre-order
• Three edit options stay open anytime: change the date, release immediately, or pull a region; changes propagate within 24 hours

Key Benefits

1. **Accumulate downloads**: Pre-orders count toward day-one velocity 2. **Search visibility**: App is searchable before release 3. **Featuring eligibility**: Apple can feature pre-order apps 4. **Marketing anchor**: Give audiences a concrete action ("Pre-order now") 5. **A working ASO period**: Custom Product Pages and PPO tests both run during pre-order — launch day should land on an already-tested page

Not Just for Launches: Regional Pre-Orders

An **existing app** entering new storefronts can run a pre-order in just those territories — with a longer runway: the release date can be up to **365 days** out (vs. 180 for an unreleased app), and any date change is capped at 365 days from when the pre-order first published. Accumulated pre-orders convert on day one in the new market — the same velocity spike a launch gets, aimed at the new market's chart entry.

⚠️ **One-shot per territory**: once released in a region, you can never run a pre-order there again.

Limitations

• Cannot change app name or primary category after pre-order starts
• Price increases require 7-day notice to pre-order customers
• App must be ready for review before pre-order goes live
• Release date can be moved earlier but not more than 180 days out (365 for a published app's regional pre-order, measured from first publication)
• Once released in a region, a pre-order can never be re-run there

Configuration Questions

Ask user via AskUserQuestion:

1. **Pre-order reason?**

• Brand new app launch
• Major version update (new app listing)
• Seasonal launch timing (holiday, back to school)
• WWDC/new OS tie-in

2. **Pre-order duration?**

• Short (1-2 weeks) — urgency-driven
• Medium (4-6 weeks) — time to build awareness
• Long (2-6 months) — major marketing campaign

3. **Pricing strategy?**

• Free app (maximize pre-orders)
• Paid at final price
• Paid with launch discount (raise price after launch week)

Output Format

# Pre-Order Plan: [App Name]

## Configuration

| Setting | Value |
|---------|-------|
| Pre-Order Start | [Date] |
| Release Date | [Date] |
| Pre-Order Duration | [X weeks] |
| Price During Pre-Order | [Free / $X.99] |
| Post-Launch Price | [$X.99] |

## App Store Connect Setup

1. Go to App Store Connect > Your App
2. Under "Pricing and Availability":
   - Set the release date to your planned launch date
   - Enable "Pre-Order" availability
3. Under "App Information":
   - App name, category, and description must be final
   - Screenshots should show the final app (or close to final)
4. Submit app for review:
   - App must pass review before pre-order goes live
   - Prepare a TestFlight-ready build for review

## Launch Timeline

### [X] Weeks Before Launch: Pre-Order Goes Live
- [ ] Submit app for App Store review
- [ ] Prepare pre-order announcement
- [ ] Schedule social media posts
- [ ] Send press kit to media contacts
- [ ] Configure In-App Event for launch day

### [X-2] Weeks Before: Build Anticipation
- [ ] Share development updates/behind-the-scenes
- [ ] Release app preview video on social channels
- [ ] Follow up with press contacts
- [ ] Share pre-order link in email newsletter

### 1 Week Before: Final Push
- [ ] Countdown posts on social media
- [ ] Featuring nomination follow-up
- [ ] Prepare launch day communications
- [ ] Verify build is ready for release

### Launch Day
- [ ] Release the app (automatic for pre-orders)
- [ ] Publish launch In-App Event
- [ ] Send launch announcement to email list
- [ ] Post across all social channels
- [ ] Monitor reviews and respond quickly
- [ ] Track download velocity

### Launch Week
- [ ] Start Product Page Optimization test
- [ ] Monitor conversion rates
- [ ] Adjust marketing based on initial data
- [ ] Submit second featuring nomination if not featured

## Pre-Order Marketing Assets

### Landing Page
- Apple's official **localized pre-order badge** (per-storefront artwork — don't hand-roll the button)
- App preview screenshots
- Feature highlights
- Release date and countdown

### Social Media
- Announcement post with pre-order link
- 3-5 countdown posts leading to launch
- Feature highlight posts (one feature per post)
- Behind-the-scenes development content

### Email
- Pre-order announcement to existing audience
- 1-week reminder before launch
- Launch day celebration email

## Measurement

| Metric | Target | Track In |
|--------|--------|----------|
| Pre-order count | [Goal] | App Store Connect |
| Day 1 downloads | [Goal] | App Store Connect |
| First week downloads | [Goal] | App Store Connect |
| Conversion rate | [X%] | Ap