Tech
Complete iOS App Distribution Guide 2025: App Store, TestFlight & Enterprise Options
Gareth Reese
July 22, 2025
Master iOS app distribution with this comprehensive 2025 guide covering every distribution method from beta testing to enterprise deployment. Whether you're launching your first app or optimizing your distribution strategy, this guide provides the strategic insights you need.
There are 6 main ways to distribute iOS apps in 2025:
The journey of bringing a mobile application to life does not end when the final line of code is written. Instead, a new, critical phase begins: iOS app distribution. How an app gets into the hands of its users is not just a final step but a strategic decision that can impact the entire development lifecycle, from initial code signing and testing to user onboarding and long-term maintenance. Choosing the right app distribution method is fundamental to an app's success, and the right choice is dictated by a project's specific audience, purpose, and business model.
Consider the typical lifecycle of a new application. It might begin its journey as an Ad Hoc build, shared quickly among a few developers for rapid hardware testing. As it matures, it moves to TestFlight, where a wider group of beta testers can provide feedback on the UX, flow and stability. Finally, after rounds of polishing and refinement based on that feedback, it culminates in a global release on the public App Store, ready to reach millions. Each stage utilises a different iOS distribution method, each perfectly suited for its specific purpose.
At Foresight Mobile, we handle the entire iOS app distribution process for our clients. From initial TestFlight setup to App Store optimisation and enterprise deployment, we ensure your app reaches the right audience through the optimal distribution channel. Contact us for an iOS app development consultation →
The following decision tree should give you an overall idea of path you'll need to take as you enrol in the Apple Developer Program:
Before an app can be distributed through nearly any official channel, developers or their organisations must sign up to the Apple Developer Program. This membership unlocks the tools, certificates, and platforms necessary to test and release software in Apple's ecosystem. This process can take much longer than for a free app, and often catches out our customers. If you're going to charge for content in you're app you'll need an IRS number and W8-BEN forms, so get started sooner rather than later.
Without any payment, any individual with an Apple ID can start developing and testing immediately though you're still going to need a Mac. This includes the Xcode development environment, official documentation, sample code, and developer forums. Crucially, a free account allows developers to test their own apps on their own physical devices, making it an excellent option for students, hobbyists, and professionals who are learning or building personal projects not intended for wider distribution.
To distribute your app more widely you'll need a paid Apple Developer Program account. This is the key requirement for distributing apps to others. Membership grants access to App Store Connect, TestFlight, and the ability to generate the necessary certificates and profiles for all major distribution methods. There are two primary paid programs:
This is the default and most common membership for individuals and organisations.
The Apple Developer Program (Standard) costs $99 USD annually, or the local currency equivalent. This program is for individuals and organisations who want to release apps on the public App Store or distribute them privately through TestFlight, Ad Hoc, or the Custom App method.
If you're enrolling in this program you must be a legal entity and provide a D-U-N-S Number from Dun & Bradstreet. This verification process can take time and should be started early in the project.
This is a highly specialised and restricted program for large-scale internal app distribution.
The Apple Developer Enterprise Program has a whopping annual fee of $299 USD. Apple imposes stringent eligibility requirements for this program, demanding that an organisation have 100 or more employees and a specific use case that cannot be adequately addressed by the standard program's distribution methods, such as Custom Apps. Applicants go thorough verification and continuous evaluation process.
A critical point for businesses to understand is that the standard Apple Developer Program is now the recommended path for the vast majority of use cases, including the private distribution of internal apps. Apple's own documentation consistently steers potential applicants away from the Enterprise Program, framing it as a solution of last resort for unique edge cases.
The modern and preferred method for private business-to-business (B2B) or internal employee app distribution is the Custom App model, which operates under the standard and much easier to swallow $99/year program. Official guidance even exists for migrating away from the Enterprise Program, signalling Apple's strategic direction. Therefore, we suggest that businesses should not view the Enterprise Program as an easy way to bypass App Review; it is a high-cost, high-friction path that is unavailable to most and actively discouraged by Apple.
To provide a clear, high-level overview, the following table synthesises the core characteristics of each primary iOS app distribution method. This allows for rapid comparison and helps frame the more detailed discussions that follow.
The App Store is Apple's primary, public-facing digital marketplace. It is the classic and most recognised route for distributing applications to a global audience.
This method is the definitive choice for any of our developers or businesses whose goal is to reach the general public. It caters to consumer-facing apps, broad-based productivity tools, games, and any application intended for a wide, undifferentiated audience.
Publishing on the App Store is a structured, multi-step process. It begins with preparing a suite of marketing and informational assets. The developer then creates an app record in App Store Connect, a web portal for managing apps. A finalised, archived build of the app is uploaded from Xcode or your CI/CD system.. Finally, the complete package including the build and metadata is submitted to Apple for a rigorous review before it can be released
Thankfully Foresight Mobile's standard processes are to automate all of this process for you, ensuring that app updates and straightforward and regular.
💡 Foresight Mobile Tip: We handle the entire App Store submission process for our clients, including automated CI/CD pipelines, App Store optimisation, and review management. Learn more about our iOS development services →
The App Store provides access to a massive user base, with over 2 billion active Apple devices in 175 countries and regions.
Users inherently trust apps from the App Store due to Apple's vetting process and secure, managed payment systems. This trust is a significant asset.
Apple provides a robust ecosystem that handles automatic app updates, a system for user ratings and reviews, powerful analytics tools, and a full suite of monetisation options like in-app purchases and subscriptions.
The strict mandatory review process can be a bottleneck, potentially delaying launch timelines.
All apps must strictly adhere to Apple's extensive App Review Guidelines and Human Interface Guidelines, which govern everything from content and privacy to design and functionality.
Apple charges a commission on the sale of digital goods and services. The standard rate is 30%, though this is only for high-earning apps or for qualifying subscriptions after the first year.
It is crucial to understand that the App Store is not just a distribution channel; it is a competitive marketing platform. An app's success is heavily influenced by its discoverability, a field known as App Store Optimization (ASO). The app's name, icon, keywords, subtitle, screenshots, and promotional text are not just metadata—they are critical marketing assets.
Many technically excellent applications fail to gain traction simply because their product page fails to attract and convert potential users. Investing in ASO is as important as investing in development, and all part of our standard engagement with you at Foresight Mobile.
TestFlight is Apple's official platform designed exclusively for distributing beta (pre-release) versions of an app to a controlled group of testers. It is an indispensable tool for quality assurance and user feedback collection before a formal launch.
TestFlight is built for development teams of all sizes who need to identify bugs, gather user feedback on new features, and validate the overall user experience before committing to a public or private release. At Foresight we'll get this set up for you during the first few weeks of development, ensuring you always have easy access to the latest build.
The workflow is streamlined and integrated with App Store Connect. A developer archives a build in Xcode and uploads it to their app's record. From there, they can create distinct groups of testers and invite them to participate via a simple email or a shareable public link. Testers install and update builds through the dedicated TestFlight app on their iOS device, which also provides built-in mechanisms for submitting feedback and crash reports.
TestFlight offers two distinct levels of testing, each with different rules and capacities:
This group is limited to 100 individuals who are members of the developer's App Store Connect team (with roles like Admin, Developer, or Marketer). Builds distributed to internal testers are available immediately upon upload, with no Apple review required, making it ideal for rapid, daily testing within the core team.
This tier allows for a much larger testing pool of up to 10,000 people from outside the organisation. However, the first build of each new version number (e.g., version 1.0, 1.1, 2.0) still goes through an Apple Review Process, introducing potential delays.
The ability to scale testing to 10,000 external users is invaluable for gathering diverse feedback. The dedicated TestFlight app makes it incredibly easy for testers to install, update, and manage beta builds without complex technical steps.
TestFlight automatically captures crash reports. It also allows testers to easily take a screenshot and attach feedback directly, which can help with rapid iterations during testing.
An understanding of TestFlight's review process can significantly accelerate development cycles. The key lies in the distinction between an app's "version" number (e.g., 1.1.0) and its "build" number (e.g., 1, 2, 3). Apple's Beta App Review is triggered by a change in the version number, as this signals a new set of features for evaluation. Once the first build of a new version (e.g. v1.1.0 build 1) is approved for external testers, subsequent builds with the same version number but an incremented build number (e.g., v1.1.0 build 2, v1.1.0 build 3) are typically approved automatically and almost instantly.
Foresight's teams leverage this by getting a new feature branch's initial version approved early. We can then push a rapid succession of bug fixes and minor tweaks to testers without waiting for review each time, creating a highly efficient feedback loop for our customers.
Ad Hoc distribution is a direct, manual method for installing a signed app package (an .ipa file) onto a small, specific list of registered devices, offering a raw and rapid deployment channel.
This method is best suited for very small teams or individual developers who need to quickly share a build for an in-person demo, test on a specific piece of hardware, or provide a build to a client without the setup overhead of TestFlight.
The process is highly manual and device-centric, unless you're using a service like Firebase App Distribution. First, the developer must collect the Unique Device Identifier (UDID) from each device intended for testing. These UDIDs are then registered one by one in the Apple Developer Portal. A special "Ad Hoc Provisioning Profile" is created, which embeds this list of approved UDIDs. The app is then archived and signed with this specific profile. The resulting .ipa file can be distributed via email, a web link for over-the-air installation, or installed directly using a tool like Apple Configurator 2
Ad Hoc distribution completely bypasses any form of Apple review. This makes it the absolute fastest way to get a functional build from a developer's machine onto a test device.
And because it's just a file transfer, installation can be done offline using a Mac and Apple Configurator 2, which is useful in environments with limited connectivity.
A developer account is strictly limited to registering 100 devices of each type (100 iPhones, 100 iPads, etc.) for Ad Hoc distribution per membership year. This limit is a hard ceiling.
The management of UDIDs is extremely painful unless using specialist external tools, especially from non-technical users who may struggle to find this information. This friction is the method's primary drawback.
Also, the Ad Hoc provisioning profile is valid for only one year. After it expires, all installed copies of the app will cease to function until a new build, signed with a renewed profile, is distributed. For this reason Foresight Mobile generally avoid Ad Hoc distribution unless absolutely necessary.
Custom App distribution is Apple's modern, secure, and scalable framework for privately distributing applications to specific organisations. It is the preferred method for business-to-business (B2B) and internal employee (B2E) apps, leveraging Apple's enterprise infrastructure.
This method serves three primary audiences:
The workflow integrates with the standard App Store submission process but diverts the final distribution. In App Store Connect, the developer sets the app's distribution method to "Private." They then specify the unique Organisation ID(s) of the business(es) authorised to receive the app. The app undergoes a full, standard App Review.
Once approved, the app does not appear on the public App Store. Instead, it becomes available for volume purchase (even if priced at free) and deployment exclusively within the designated organisation's ABM or ASM portal.
🏢 Enterprise App Development: Foresight Mobile specialises in creating Custom Apps for enterprise clients. We handle the entire process from development to Apple Business Manager integration. Explore our enterprise solutions →
This method allows for secure distribution to an unlimited number of users within the targeted organisations, with fine-grained control over who receives the app.
Unlike Ad Hoc or Enterprise builds, apps distributed this way are permanent and receive updates through the managed system, just like public apps. This provides for silent, over-the-air installation and updates on company-owned devices, requiring no action from the end-user.
This entire framework is accessible through the standard $99/year Apple Developer Program, avoiding the high cost and stringent requirements of the legacy Enterprise program.
The main limitation is that every version and update must go through the specific Custom Apps Review Process, which can introduce delays.
The receiving organization must also be enrolled in Apple Business Manager or Apple School Manager to receive and deploy the app. This can be a hurdle for smaller or less tech-savvy partners.
Also, When a Custom App is deployed to devices via MDM, the in-app purchase functionality is not supported.
The Custom App model is Apple's clear strategic direction for the future of private app distribution. It was designed to replace the problematic and often-misused legacy Enterprise program. By routing B2B and internal apps through a reviewed, managed, and secure ecosystem, Apple maintains quality control while providing businesses with the powerful deployment tools they need. For any new private distribution project, Custom Apps should be the default starting point for consideration.7
Unlisted App distribution is a hybrid model introduced in 2022. An unlisted app is hosted on the public App Store infrastructure, but it is completely hidden from public view. It will not appear in search results, category listings, charts, or developer profile pages. The only way to access and download the app is through a private link that you can distribute to your partners, employees or customers.
This method is specifically designed for organizations that need to distribute an app to a limited audience where the devices are not managed by a central IT department. It's ideal for scenarios where the overhead of Apple Business Manager is impractical.
The developer first submits the app for review as if it were a standard public app. Concurrently, or after submission, they must fill out a separate request form to Apple, providing a detailed justification for why unlisted distribution is necessary. If Apple approves the request, the app's distribution method is changed to "Unlisted" in App Store Connect, and it becomes accessible only through its direct link.
Simplicity! For the user, the installation process is identical to any public App Store app. They simply click a link and download, with no need for special profiles, UDIDs, or MDM enrollment.
The primary benefit is that it also bypasses any ABM/MDM requirement, removing a significant logistical barrier for partner and BYOD scenarios.
Unlike Custom Apps deployed via MDM, Unlisted Apps fully support in-app purchases, allowing for monetisation within a limited-audience app.
The main limitation is that the app is not truly private. Anyone who obtains the link can download the app. Therefore, it is "hidden," not "private." Access control must be implemented within the app itself, typically through a mandatory login screen, to prevent unauthorised use.
A developer cannot simply choose this method. They must apply and provide a compelling justification that their use case is not suited for public or Custom App distribution. Approval is not guaranteed.
And your app is still subject to the full app review; the app must still pass the full App Store Review Guidelines
The creation of the Unlisted App model is a direct acknowledgment from Apple that the rigid, MDM-centric structure of Custom Apps does not fit every limited-distribution scenario. It crucially fills the gap for the "limited audience, unmanaged device" customer. While Custom Apps are perfect for deploying to a fleet of corporate-owned iPhones, many business cases involve distributing apps to partners, contractors, or employees using their personal phones.
Forcing these individuals or their small businesses into the Apple Business Manager ecosystem is often a non-starter. Unlisted Apps provide the ideal compromise: the distribution is as simple as a public app (a link), but visibility is controlled. When a client requests a "private app," the crucial follow-up question is always: "Will the end-users' devices be centrally managed?" If the answer is no, Unlisted App distribution immediately becomes the leading candidate over Custom Apps.
The Apple Developer Enterprise Program is a legacy distribution channel primarily designed for large organisations to develop and deploy apps to their employees.
Historically, this program was the only option for large corporations wanting to distribute internal apps. Today, its use is heavily restricted and reserved for very specific, niche use cases that genuinely cannot be addressed by the more modern Custom App or Unlisted App methods.
An organisation must first pass a rigorous and lengthy application and verification process to be admitted to the program. If approved, they gain the ability to create a special enterprise distribution certificate. This certificate is used to sign an .ipa app file, which the organisation must then host on its own secure internal web server. Distribution to employee devices is handled by the organization itself, typically via an MDM solution.
No app review! This is the program's defining feature. Apps distributed this way are not subject to any form of Apple review, allowing for maximum development flexibility and the ability to deploy updates instantly. This gives the organisation complete end-to-end control over the hosting and distribution process.
The program costs a huge $299 USD per year and has a difficult, often lengthy, approval process. Apple's official documentation actively discourages most organisations from applying, directing them toward the standard program.
The organisation is solely responsible for hosting the app files, managing the certificate lifecycle, and implementing secure systems 18 to ensure that only its employees can download the app.
The enterprise distribution certificate also expires after one year. If it is not renewed and used to re-sign and re-deploy the app, all installed copies across the entire organisation will stop working simultaneously. This can be a catastrophic operational risk if not managed meticulously.
In the past, this program was notoriously abused by bad actors to distribute malicious or non-compliant apps to the public. As a result, Apple has cracked down significantly and closely scrutinises members for any violation of the "internal employees only" rule.
For any new project starting today, the guiding assumption should be that the Enterprise Program is not a viable option. It is a path of extremely high resistance that Apple is actively phasing out in favour of the Custom and Unlisted App models. The combination of Custom Apps for managed corporate devices and Unlisted Apps for unmanaged partner or BYOD devices now covers nearly every conceivable private distribution use case. These modern methods offer a safer, more sustainable, and better-integrated approach within Apple's ecosystem, without the high risk and administrative burden of the legacy Enterprise program.
For many of our new customers, the most intimidating part of iOS distribution is the App Review process. This section demystifies the steps, requirements, and common pitfalls associated with getting an app approved by Apple.
⚠️ App Review Support: Foresight Mobile's experienced team handles App Review submissions and rejections for our clients. We know the common pitfalls and how to navigate Apple's requirements effectively. Get expert App Review assistance →
Thorough preparation is the key to a smooth review process. Before submitting, ensure all necessary assets and configurations are in place. For this reason Foresight Mobile already have this checklist already in-place and will advise your whenever required during the process,
Apple generally mandates that all app submissions be built with the latest version of Xcode, or the version before. This ensures compatibility and security.
The app must be correctly signed with a distribution certificate and provisioning profile. For most, enabling Xcode's "Automatically manage signing" feature is the simplest way to handle this complex requirement, though if you're setting up CI you'll need to ensure you have the correct permissions and API key.
Privacy Policy and Terms of Service are required to be entered into the App Store Connect console. You'll also need to be prepared to provide clear justifications in the app's metadata for why it requires access to sensitive user data or device capabilities like location, contacts, or the camera.
The ability to delete an account has also become a major point of enforcement. If an app allows users to create an account, it must also provide a clear and easy-to-find mechanism within the app for users to initiate the deletion of their account and all associated data. Omitting this feature is a frequent cause of rejection.
The review is a multi-faceted process involving both automated checks and manual review by a human team. They rigorously test for crashes, bugs, broken links, placeholder content (like "lorem ipsum" text), and, most importantly, adherence to the notorious App Store Review Guidelines.
Apple's official service level objective states that 90% of submissions are reviewed within 24-48 hours.
However, our own experience shows that these times can fluctuate. The "Waiting for Review" queue can last several hours, while the "In Review" phase itself is often about an hour. Outliers are common, and reviews can take several days, especially for first-time developers, complex apps, or during peak periods like holidays.
The Beta App Review for TestFlight external testers follows a similar pattern. The first build of a new version submitted for external testing can sometimes take multiple days.
This is a critical and often overlooked step. If any part of the app requires a login or is behind a paywall, the developer must provide a fully functional demo account (username and password) in the "App Review Information" section of App Store Connect. This allows the reviewer to access and test all features. Failure to provide this information is a guaranteed delay or rejection, and is an opportunity for you to explain any unusual or non-standard UI or features.
Foresight Mobile will use their extensive experience with the Apple Review Process to liaise directly with the reviewers on your behalf, and sometimes suggest small changes to the app to appease any violations.
Then you're free to release your app! Upon approval, the app's status will change to a state like "Pending Developer Release" or "Ready for Distribution." The developer then has control over the final release. They can choose to release the app immediately to the App Store or schedule a specific future release date. It's important to note that even after hitting "Release," it can take a while to become publicly visible.
The work is not over, however. Post-launch, developers should use the powerful analytics tools in App Store Connect to monitor downloads, sales, usage trends, and crash reports. Engaging with users by responding to their reviews is also a key part of managing a successful app.
Don't navigate the complex world of iOS app distribution alone. Foresight Mobile's experienced team handles everything from development to App Store optimisation and enterprise deployment. We've successfully launched hundreds of iOS apps and know exactly how to get your app to market efficiently. Start your iOS app project with us today →
This section provides direct answers to some of the most common, specific, and often frustrating questions that arise during the app distribution process, based on real-world developer discussions and documentation.
This is a very common point of confusion. The "Ready for Distribution" status means the app has been approved by Apple and is available on their servers, but it does not mean it is instantly visible to the public. There is often a propagation delay that can last several hours as the app is rolled out across the App Store's global infrastructure.
Before panicking, also check two settings in App Store Connect: under "Pricing and Availability," ensure the "Release" option is set to "Release this version now" and not scheduled for a future date, and confirm that you have not restricted the app's availability to specific countries where you might not be searching.
Q: What's the real difference between an "Ad Hoc Provisioning Profile" and an "App Store Distribution Profile"?
While both are technically "distribution" profiles, they authorise an app for fundamentally different destinations. An Ad Hoc profile is for direct, limited distribution. It contains an explicit list of up to 100 device UDIDs, and an app signed with it can only be installed on those specific, pre-registered. An App Store profile is for general, scalable distribution through an Apple-managed channel. It does not contain any device UDIDs and is used to sign an app that will be uploaded to App Store Connect for release via the Public App Store, TestFlight, or Custom Apps.
Q: Can our company have more than one Enterprise distribution certificate?
A: Yes. To facilitate smoother transitions during certificate renewal and prevent an entire fleet of apps from expiring at once, Apple allows an organisation in the Enterprise Program to have two active enterprise distribution certificates simultaneously. In rare cases, a single legal entity can enroll in up to five distinct Enterprise Programs, each with its own separate set of certificates, although this is highly unusual and would require significant justification.
Q: Do I really need to give Apple a demo account with a username and password?
A: Yes, this is non-negotiable. If any feature or content in your app is protected by a login, you are required to provide a valid, fully functional demo account (username and password) in the "App Review Information" section of your App Store Connect submission. The App Review team must be able to log in and test all aspects of your application. Failing to provide these credentials is one of the most common and easily avoidable reasons for a submission to be delayed or rejected outright.
Q: Apple rejected my app for Guideline 4.3 (Spam) because it's "similar to another app." What can I do?
A: This is a challenging rejection, often encountered by developers who use app templates or create multiple, slightly different versions of a core application. To overcome it, you must successfully argue that your app provides significant, unique value and is not merely a "reskin." In your appeal via the Resolution Center, focus on providing a detailed explanation of the distinct features, the specific target audience, and the unique content or functionality 33 that differentiates your app from others. Be specific, provide evidence, and clearly articulate the unique problem your app solves for its intended users.
Q: Can I switch from the Apple Developer Enterprise Program to the standard Apple Developer Program?
A: Yes, Apple provides a path for organizations to move away from the legacy Enterprise program. However, it is a full migration, not a simple switch. The organization must enroll in the standard Developer Program using a different Apple ID than the one used for their Enterprise membership. Critically, there is no automated migration path for the app binary, its identifiers, or its sandboxed user data. This means the app must be completely rebuilt, republished as a new Custom App with a new Bundle ID, and redeployed. For end-users, this will be experienced as installing a brand-new application, and they will have to start over with setup, login, and any locally stored data.
