Creating an App Profile in App Store Connect

Sign in to App Store Connect and navigate to My Apps.
Click on New App.

This creates the profile for the app. The profile will contain all the settings related to the app and the Apple App Store.
Fill in the app name.

The app name is reviewed by the Apple reviewer. If the app name does not fit with the Apple guidelines this will result in an app rejection.

Do not use "employee app" as your app name. Apple requires the app to have public relevance instead of focussing on a single target group.
Set the primary language.
Fill in a Bundle ID. The ID is not visible to end users.
Fill in a unique ID in the field SKU. The ID is not visible to end users.
Click Create.

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