It seems as though Apple is shortening the time it takes for apps to be approved for the App Store. While times have always fluctuated in individual cases, with apps often in review for at least a week, in the past couple of weeks, review times seem to have fallen to a matter of a few days for many developers.
The accelerated pace allows app developers to fix bugs faster, try out new features more regularly and better react to market changes, while building developer loyalty to Apple's iOS mobile operating system. The mean approval time has fallen from 8.8 days a year ago to 1.95 days in the past two weeks, according to AppReviewTimes.com, which analyzes user-submitted data. In December, the average was more than five days.
As was also noted by AppReviewTimes, these changes also impact the Mac App Store, which is now seeing average review times of just over one day. It should be noted that this data is based on only a small subset of reviews submitted, but it does show a good trend. If Apple has indeed sped up review times as a matter of policy, it would be the first major change made by Apple marketing chief Phil Schiller since he took over responsibility for the App Store late last year.