Custom App Distribution

Custom App Distribution allows developers to build and distribute apps exclusively to specific organizations through Apple Business Manager. Unlike public App Store listings, custom apps are visible only 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 tools and submit it through App Store Connect, selecting the custom 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. Once approved, it appears only in the designated organization’s 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

This method suits client-specific apps, industry-specific tools, branded employee apps, and any scenario where a developer builds for a defined audience rather than the general public.