Six to twelve weeks from kickoff to the App Store is a realistic target for a focused first version. Here is where that time actually goes, and what makes it slip.
Week 1 — Discovery and written scope
Goals, users, constraints, and the honest version of what it costs. The output is a written scope, not a deck. Skipping this week is the single most reliable way to add a month later.
Weeks 2–9 — Design and build
Design and engineering run in tight loops, with a working TestFlight build in your hands every week. Weekly builds are the mechanism: they surface the misunderstandings while they are still cheap.
Weeks 10–11 — Ship
Store submission, review handling, launch polish and the analytics that answer questions you will actually ask. Budget a week for a first submission — new accounts and first releases get more scrutiny than updates.
What actually causes overruns
- Undecided product. Not slow decisions — unmade ones.
- Backend that doesn't exist yet. The app cannot outrun its API.
- Content and assets. Copy, imagery and legal text arriving in week nine.
- Third-party access. Store accounts, API keys and SDK approvals.
- Scope added quietly. Repriced in the open, or it becomes the schedule.
What this maps to
The four stages above are how every MVP sprint runs. The cost page covers what each stage is worth.