Apple will now let developers distribute unlisted apps through the App Store that only users with a direct link can access (via MacRumors). While unlisted apps aren’t discoverable by the general public through search results, App Store categories, charts, or recommendations, they’re available to administrators via the Apple Business Manager or Apple School Manager.
Apple notes that unlisted apps are ideal for “limited audiences,” such as guests at a special event, members of an organization, research study participants, or a specific group of employees. To make an app unlisted and obtain a link, developers will first need to submit a request to Apple.
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