Phased release
Phased release gradually delivers an iOS or macOS update to a percentage of users over seven days. It gives you a window to watch for issues before everyone updates. Helm makes phased release preferences and controls part of your normal release flow.
What phased release is
With phased release, Apple rolls out your update in stages over seven days instead of offering it to all eligible users at once. Users who manually check for updates can still get the new version early.
You can pause a phased release if something looks wrong, then resume or release to all users when you are ready.
Why it matters when you ship
Big migrations, pricing changes, or risky refactors benefit from a slower roll out. You catch crash spikes or support load before the full audience updates.
Phased release is not a substitute for TestFlight. It is a production safety net after App Review approves the version.
How Helm helps
Helm surfaces phased release clearly when you ship a version, including a path to release to all users when you want to finish early. You can prefer phased releases as an app setting so new versions follow your habit.
Pair it with your launch checklist so metadata and compliance are solid before the roll out starts.
When to skip phased release
Critical security fixes or broken production bugs often deserve an immediate full release. Use judgment.
If almost nobody is on the previous version, the phased window may matter less. Still, many teams keep phased release as the default for calm shipping.
FAQ
How long does a phased release take?
Apple's standard phased release spans seven days, with an increasing share of users offered the update each day.
Can users still update manually during a phased release?
Yes. People who check for updates in the App Store can get the new version even if they are not in the current phase yet.
Can I turn off phased release after it starts?
You can release the update to all remaining users from App Store Connect or Helm when you decide the roll out is safe.
