app-store
Custom App Distribution
A distribution method where apps are made available only to specific organizations through Apple Business Manager rather than publicly on the App Store.
Custom App Distribution is a method that allows developers to create and distribute apps exclusively to specific organizations through Apple Business Manager. Unlike publicly listed App Store apps, custom apps are only visible and available to the organizations they are assigned to, making them ideal for specialized business tools and internal workflows.
How It Works
Developers build the app using standard development tools and submit it through App Store Connect, selecting the custom app distribution option. The developer specifies which organizations (identified by their Apple Business Manager ID) should have access. The app goes through Apple’s standard review process, and once approved, it appears only in the designated organization’s Apple Business Manager portal. The organization then distributes the app to employees through their MDM solution.
Advantages Over Enterprise Distribution
- App Store review - custom apps go through Apple’s review process, ensuring quality and security
- No enterprise certificate risk - there is no risk of certificate revocation affecting all internal apps
- Standard update mechanism - updates follow the normal App Store update flow
- Multiple organizations - a single custom app can be made available to several organizations
Use Cases
Custom App Distribution is commonly used for client-specific apps, industry-specific tools, branded employee apps, and any scenario where a developer builds an app for a defined audience rather than the general public.