App deployment via ABM/MDM vs. App Store

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Created Jun ’23

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Hi all!

We are considering switching from App Store deployment to "enterprise" deployment via Apple Business Manager and Mobile Device Management for our custom app. I am getting contradictory information on this:

Can you deploy a custom app to employees of a company via Apple Business Manager WITHOUT the need of the app getting into the App Store?

The reason we are considering the switch is that we fear that Apple might reject our app for not having enough use for the "general public" and are therefore looking for a way to avoid the App Store review process. So if deploying via ABM/MDM still requires the app the get into the App Store and pass to App Store review process, that would be no use at all.

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Answer 1

Device Management Engineer OP

Apple

Jun ’23

The term "Custom App" describes a particular way to distribute an app only to certain users. It may be a good fit for your case. Custom Apps do go through App Review, but are available only to the organizations you specify, not the general public. See more about Custom Apps at: https://developer.apple.com/custom-apps/

If you decide to distribute your app as an Enterprise App, you may do so directly from your MDM server. Enterprise Apps are not added to Apple Business Manager. See more about the Apple Developer Enterprise Program at: https://developer.apple.com/programs/enterprise/

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