Once the app actually becomes available, it'll be automatically downloaded to the devices of early adopters, which will only be charged for the purchase on launch day. Customers can see your product page and order your app before it's released for download.
You can also find a new subcategory within App Store's Games category that promotes some of the games now in pre-order.
Pre-orders are useful for any app that gets promoted in the App Store's "Today" tab, like Reigns: Her Majesty, a witty and artsy mobile game about being queen.
You can find more about App Store pre-ordering from Apple's official website.
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From the homepage, click My Apps, select the app, and select Pricing and Availability in the left column. It's a fairly simple process, so expect to see plenty of apps available for pre-order in the coming weeks and months. Meanwhile, customers shouldn't worry about possible price hikes between an app's pre-order opener and availability commencement.
Apps made available for pre-order should have a release date at least two days in the future but no more than 90 days in the future.
Apple also says that while developers are free to submit new versions of apps and change pricing and availability, customers will be charged the lower price if they chose to pre-order the app. Then submit the app for review and once accepted you can make your pre-order page go live. No similar section has been added to the Mac App Store or Apple TV App Store.