App Store vs Enterprise Distribution

• The public App Store is for apps anyone should be able to find.
• Unlisted apps sit in the App Store but only people with the link can find them.
• Custom apps are distributed privately to specific organizations through Apple Business Manager.
• Apple's in-house program is only for internal apps that other routes can't handle.
• TestFlight handles beta testing before release.
• Choose by audience, device management and whether the app sells anything.

This guide covers the public App Store, unlisted apps, custom apps through Apple Business Manager, Apple's in-house program, beta testing, payments and choosing a route. Put plainly: use the App Store for the public, unlisted or custom apps for specific groups and the in-house program only when nothing else fits.

For anyone. Customers find it by search.

App Review applies. As covered in App Store review.

Organizations can manage it too. Companies can assign public apps to managed devices.

In the App Store, but hidden. Not in search, charts or recommendations.

Shared by link. Partners, members or employees on their own devices.

Requested from Apple. And reviewed like any App Store app.

Not truly private. Anyone with the link can install, so the app needs its own sign-in.

Private to named organizations. Your company, a client or franchisees.

Same developer program. Published with private distribution instead of public.

Deployed to managed devices. Through device management tools.

Reviewed by Apple. Like App Store apps.

Internal apps only. For a company's own employees.

Strict eligibility. Applicants must explain why other routes won't work.

Apple encourages custom apps instead. For most business needs.

Your responsibility. Distribution and security stay with your company.

TestFlight. Test versions sent to staff and real users before release, as covered in beta testing.

Before any route. Public, unlisted or custom.

Company-owned iPhones and iPads. Apps pushed and updated centrally.

Staff apps follow different rules. As covered in customer apps vs staff apps.

Security first. As covered in enterprise mobile apps.

Selling digital goods? In-app purchase rules apply, as covered in in-app payments.

Managed distribution limits. In-app purchases aren't supported when apps are assigned through Apple Business Manager.

Unlisted apps can sell. If the app needs in-app purchases.

The public? App Store.

Partners or members on their own phones? Unlisted.

Your company or a client's managed devices? Custom apps.

Internal-only and nothing else fits? The in-house program.

Developer account in your name. Not your developer's.

Contracts that say so. As covered in owning your code.

iPad deployments too. As covered in choosing who builds your iPad deployment.

Installs by the right audience. And none outside it.

Update adoption. Share of users on the latest version.

Review outcomes. Approvals and rejections.

Support requests about installing. Fewer with the right route.

Security incidents. Should be zero.

Define who should install the app, on which devices, and whether it sells anything.

Choose public, unlisted or custom distribution, set up accounts in your name and beta test.

Release through the chosen route, assign licenses to managed devices if needed and track installs and updates.

Astra Results Marketing builds iPhone apps and chooses the right way to deliver them. We match the route to your audience, keep accounts in your name, beta test first and set up private distribution when an app shouldn't be public.

Engagements begin with an app planning session through our iPhone app development team.

Related reading

• Building an iPhone App: From Idea to App Store
• App Store Review: Passing the First Time
• Customer Apps vs Staff Apps: Different Rules

The public App Store, unlisted apps, custom apps through Apple Business Manager, Apple's in-house program and TestFlight for beta testing.

An App Store app hidden from search and charts, installed by anyone with the link.

Apps distributed privately to specific organizations through Apple Business Manager and deployed to managed devices.

Only for internal apps that other routes can't handle. Apple encourages custom apps instead.

Unlisted apps can use in-app purchases, but apps assigned through Apple Business Manager can't.

Installs by the right audience, update adoption, review outcomes, install support requests and security incidents.

Not sure how your app should reach its users? Astra Results Marketing matches the distribution route to your audience and sets up public, unlisted or private delivery. ▸ CALL (786) 321-2866 · ▸ REQUEST YOUR CONSULTATION