App Pre-Launch Marketing: Pre-Orders, Pre-Registration, and Day-One Prices

You can build a wave of day-one installs before your app is even live. That wave lands on whatever prices you set, and in most countries those prices are wrong.

A developer messaged me recently about the app he was building. Good app, first launch, and he had never heard of store pre-orders or pre-registration. When I mentioned they give you a launch-day boost, he replied: no, I didn't know that, how does it work? This post is that answer, because he isn't the only one. Most first-time launchers ship on a random Tuesday to zero momentum, when both stores hand you a tool to stack up demand first.

App pre-launch marketing is the work you do before release to turn interest into a concentrated day-one spike. The two store-native tools for it are App Store pre-orders and Google Play pre-registration. I've shipped apps on both stores since 2012, and I'll walk through how each one works, then the part that decides whether the boost is worth anything, which is the price those new users see the moment they arrive.

Why a day-one boost is worth engineering

Launch timing changes what the same installs are worth. A pile of installs concentrated into your first day or two is worth more than the same installs spread across a month, because the stores read early velocity as a signal. A concentrated launch-day spike can feed launch-week ranking momentum, and better rank means more organic installs on top of the ones you drove. I hedge that on purpose, no one outside Apple and Google knows the exact ranking weights, but the direction is well established and it's why App Store rankings move on the inputs you control.

Pre-orders and pre-registration exist to manufacture that spike. Instead of hoping people find you on release day, you collect committed users in advance and convert them all at once when you go live. And because pricing is one of the inputs that feeds conversion and therefore ranking, the price on your listing at that moment is part of the launch.

App Store pre-orders: how it works

On the App Store, pre-orders live in App Store Connect under Pricing and Availability. You finish your metadata, submit a version for review, and once Apple approves it you can publish the app for pre-order with a set release date. For a brand-new app that release date can be 2 to 180 days out, so you can open pre-orders up to six months ahead (Apple's pre-order help has the current rules).

Pre-orders work for both free and paid apps. A customer taps Pre-Order instead of the usual Get or price button, and on your release date the app downloads automatically to the device they used, plus their other eligible devices if they have automatic downloads on. For a paid app, they aren't charged until the release date, so a pre-order is a soft commitment that becomes a real purchase the day you go live.

When a customer pre-orders a paid app, they accept your current price per storefront, and Apple charges them no more than that at release, or less if you lower it before then. So the moment you open pre-orders, you're committing to your international prices too. If those prices are wrong for other markets, that's the number your pre-order audience signs up against.

How Google Play pre-registration differs

Google Play calls its version pre-registration, and the shape is similar with a few differences worth knowing. You make your app available for pre-registration in Play Console, and users tap Pre-Register on the listing. At launch they get a notification, and if they opted in on an eligible device, Play can auto-install your app for them on day one (Google's pre-registration help has the setup).

Google recommends turning pre-registration on 3 to 6 weeks before your planned launch, and a campaign can run for at most 90 days before you have to ship to production. You can have up to two apps in pre-registration at a time. The one extra lever Google gives you is pre-registration rewards: a one-time free item that users receive after they pre-register, meant to push interest, installs, and day-one conversions. You create one reward per campaign and you can't edit or delete it once it's set, so decide what it is before you launch it.

Between the two stores you now have a way to stack committed users on both platforms before release.

Where the launch spike leaks

You spend weeks driving pre-registrations, you get your day-one spike, and every one of those new users lands on a price. In your home country that price is the one you chose. Everywhere else it's a price you didn't choose, because the stores converted your base price instead of localizing it.

Apple auto-generates your other 174 storefronts by equalizing them to your base at the current exchange rate, and Google Play does the same by auto-conversion. Both add local tax and stop there, so what you get is a converted price rather than a localized one. Nine dollars and ninety-nine cents of spending power in the United States is a much bigger ask in India, Brazil, or Indonesia, so a straight conversion routinely lands two to three times too high relative to local purchasing power. A fair price in India is closer to a third of the US number.

Now put that on top of a launch. The pre-registrants you worked hardest to collect in high-population, lower-income markets are exactly the ones who hit a price that is too high, and they bounce. Your day-one spike shows up as installs that don't convert, and the ranking momentum you were buying gets a weaker signal than it should. The boost is real, but it leaks through prices that were set for the wrong markets. That's why I treat localized pricing as a launch requirement, and do the price work before the spike arrives.

Your pre-launch pricing checklist

Before you open pre-orders or pre-registration, get the prices right, because a paid pre-order commits you to them and a launch spike is the worst time to be mispriced.

1. Decide your base price and model first, so there's a number to localize from.
2. Set a purchasing-power-aligned price for each country instead of a raw conversion. The complete guide to localized pricing covers the method, and App Store pricing by country is the reference.
3. Apply those prices in both stores. Here is how to set the price in App Store Connect, and remember Google Play is a separate job.
4. If you sell subscriptions, line up your introductory offer so the launch cohort has a reason to start.
5. Then open pre-orders and pre-registration, and drive them.

Steps 2 and 3 are the ones that eat a weekend by hand, across 190-plus countries and two consoles, which is why most people skip them and launch on raw conversions. That's the job PricePush does. It calculates purchasing-power-aligned prices for 190+ countries and pushes them to both the App Store and Google Play in one step, so when your launch-day wave arrives, it lands on a price built for each market. You can try it free on one app and see your own per-country prices before you commit to a pre-order, and the plans plus the founding lifetime offer are on the pricing page.