Ever wanted to change your seller name in the App Store via App Store Connect? Buckle up and have some patience, because it will take some time to jump through a few hoops. Apple does not really make it easy but it is actually a straightforward process. After going through this myself in 2018 I put together this guide to share my experience. Follow along and it can be a smooth process.
For starters Apple does not permit seller name changes on a whim. Forming a new official business entity is the first part of the process. In my case I registered GlassWave as a Limited Liability Corporation. Limited partnerships, C & S corps are also acceptable and you’ll need incorporate in the country or state of your choosing or with your appropriate government agency.
Since I had originally signed up for a developer account in the early days of the AppStore I was given the option to choose my own seller name when I listed my first app. Apple no longer gives developers this option. Anyone who wants a seller name other than their personal name must sign up for a organization account. Individuals are required to use their legal names.
Once your new business is setup and you’ve received the articles of incorporation, your next step is to request a DUNS number. What is a DUNS number?
The D-U-N-S Number is a unique nine-digit number that identifies business entities on a location-specific basis. Assigned and maintained by Dun & Bradstreet (D&B), the D-U-N-S Number is widely used as a standard business identifier. To learn more, visit dnb.com.
Apple requires a DUNS number to open or migrate to a company organization account. Getting a DUNS number took me about 3 days but can take anywhere up to 10-30 days in some cases. The best way to get this process started is to follow the instructions and use the DUNS lookup tool on Apple’s site. Dun & Bradstreet will confirm and verify your business information. After you are assigned a number, you must wait another few days for Apple to receive the updated list of DUNS numbers.
With the business incorporated and with a fresh DUNS number in Apple’s system you are now ready to contact Apple and get the migration underway. An Apple rep emailed within a day and explained the process and how it would work. After answering a few questions I was ready to get the process stated.
Apple sends you an email with a link to start the migration process. The resulting page asks you a few questions such as what you want your new seller name to be. This name must match your legal entry name, that is the official registered name of your company. A few more questions about the nature of your business and its contact information and now you just wait for Apple to initiate the transfer.
After beginning the migration I got two additional phone calls from Apple reps confirming the information and that I was ready to transfer my account. A few hours later my migration was completed and the AppStore now displays my new seller name: GlassWave LLC.