How to Distribute a Custom App on the App Store (2026)
Apple's custom apps program explained for 2026: setup in App Store Connect, the new Apple Business (formerly Apple Business Manager), MDM versus redemption codes, costs, timelines and the alternatives.
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How to Distribute a Custom App: The Short Answer
Superapp, Xcode or any builder can produce the app; making it a custom app is a setting. In App Store Connect, before the app is approved, you set its distribution method to Private and enter the Organization ID of each company that should get it. After App Review, the app appears in that company's Apple Business account (the service formerly called Apple Business Manager), and the company hands it out to its people through device management or redemption codes. It never appears publicly on the App Store.
Quick answer: How do I distribute a custom app on the App Store? Superapp builds the native app and prepares the App Store submission, and the custom app part happens in App Store Connect: go to Pricing and Availability, choose Private under App Distribution Methods, add the receiving organization's Organization ID, and submit for review as usual. The receiving organization needs a free Apple Business account, verified with, for example, a D-U-N-S number or EIN, where it turns on custom apps, gets licenses and distributes them through MDM or redemption codes. You need an Apple Developer Program membership (99 USD a year). Two things to know first: you can only choose Private before the app is approved, and switching between private and public later means creating a new app record. Apple renamed Apple Business Manager to Apple Business on April 14, 2026, so older guides show outdated menus.
The process at a glance
| Step | Who does it | Where | Typical time |
|---|---|---|---|
| 1. Build the app (Superapp, Xcode or another tool) | Developer | Superapp in the browser, or Xcode on a Mac | Days with an AI builder, longer by hand |
| 2. Join the Apple Developer Program | Developer | Apple Developer website or app | 99 USD a year |
| 3. Sign up for Apple Business | Receiving organization | business.apple.com | Verification up to 5 business days |
| 4. Share the Organization ID | Receiving organization | Apple Business, Enrollment Information | Minutes |
| 5. Set Private distribution and submit | Developer | App Store Connect, Pricing and Availability | Review typically 1 to 2 days |
| 6. Get licenses | Receiving organization | Apple Business, Apps and Books, Custom Apps | Minutes |
| 7. Distribute to people or devices | Receiving organization | MDM, or redemption codes | Minutes to hours |
What Is a Custom App?
"Custom app" means two different things, and this guide covers both.
- Apple's Custom Apps program: an app distributed privately to specific organizations through Apple Business or Apple School Manager, instead of publicly on the App Store. Apple's volume purchase and custom apps page describes it as an app built for a specific organization, including proprietary apps for your own employees, where "You maintain the code and retain your intellectual property rights."
- Your own app, in general: many people search for "publish a custom app" when they just mean an app made for their business. If that is you, the public App Store route is in our guide to publishing an app to the App Store, and the no-code section near the end of this page.
Who custom apps are for
Apple's business distribution page puts it simply: "Privately distribute apps to partners, clients, franchisees, and employees." Typical examples:
| Audience | Example |
|---|---|
| Your own employees (Superapp can build the app) | A field service app, an inventory scanner, a sales tool |
| Clients of an agency | A branded app built for one client company only |
| Franchisees | An operations or training app for every franchise location |
| Partners and dealers | An ordering or product catalog app for authorized dealers |
| Schools | A school-specific app distributed through Apple School Manager |
What a custom app is not
- Not a way to skip App Review. Every custom app and every update goes through the same review guidelines as App Store apps, per Apple's deployment guide.
- Not sideloading. Devices still install it through the App Store infrastructure.
- Not for Android. Apple's program covers Apple devices only. Apple's pricing reference also labels private distribution as iOS only.
- Not reversible. Once approved, you cannot flip a private app to public, or the other way, without a new app record.
What Changed in 2026
- Apple Business Manager is now Apple Business. Apple announced Apple Business on March 24, 2026, combining Apple Business Manager, Apple Business Essentials and Apple Business Connect, and it launched on April 14, 2026, per Apple's newsroom and Apple's renaming notice. It is free in the US and more than 200 countries and regions, with paid add-ons.
- Menus moved. The Organization ID is now under your name at the bottom of the sidebar, then Preferences, then Enrollment Information, per Apple's custom apps page. Older guides that say "Settings, Enrollment Information" describe the previous interface.
- Verification options. Organizations can verify with a D-U-N-S number or EIN, a DNS record on their domain, their App Store Connect account, or official documents such as a business license, per Apple's sign-up guide.
- New SDK rule. Since April 28, 2026, uploads to App Store Connect must be built with Xcode 26 or later and the iOS 26 SDK, per Apple's SDK minimum requirements. That applies to custom apps too, because they are uploaded the same way.
Custom App vs Unlisted vs Enterprise vs TestFlight
Apple offers several ways to get an app to a limited group. Picking the wrong one is the most expensive mistake, because some choices cannot be changed later.
| Option | Who can install it | App Review | Devices must be managed? | Cost to the developer | Main limit |
|---|---|---|---|---|---|
| Custom app (any app, including one built with Superapp) | People at the organizations you name | Yes, every version | No, but MDM is the easiest way to deploy | 99 USD a year developer membership | Receiving organization needs Apple Business; private choice is permanent |
| Unlisted app | Anyone with the direct link | Yes | No | 99 USD a year | Anyone with the link can download it; add your own login |
| Public App Store app | Anyone | Yes | No | 99 USD a year | Visible to everyone |
| Apple Developer Enterprise Program | Your own employees only | Not distributed through the App Store | Not specified by Apple | 299 USD a year | 100+ employees, strict eligibility and ongoing evaluation |
| TestFlight | Up to 100 internal and 10,000 external testers | First external build is reviewed | No | Included | Builds expire after 90 days |
| Ad Hoc | Up to 100 registered devices per product family per year | No | No | Included | Each device must be registered; disabled devices do not free a slot until the next membership year |
Sources: Apple's pages on custom apps, unlisted distribution, the Enterprise Program, TestFlight and devices.
Which option should you use?
| Your situation | Best option |
|---|---|
| You built an internal app for your company with Superapp or another tool, and the company can use Apple Business | Custom app |
| You built an app for one client company | Custom app, using the client's Organization ID |
| Franchisees or partners on personal, unmanaged phones | Unlisted app, with a login inside the app |
| A large enterprise with 100+ employees and a need App Store routes cannot meet | Enterprise Program |
| You only need people to test before a decision | TestFlight |
| A handful of known devices for a demo or pilot | Ad Hoc, or TestFlight |
| Anyone should be able to find and download it | Public App Store |
What You Need Before You Start
| Requirement | Developer side | Receiving organization side |
|---|---|---|
| A finished app (Superapp, Xcode or another builder) | Yes | No |
| Apple Developer Program membership, 99 USD a year | Yes; Apple's 2020 WWDC session says custom apps need an Organization membership, which needs a D-U-N-S number | No |
| Apple Business account (free) | Only if distributing to your own company | Yes |
| D-U-N-S number or EIN | For an Organization developer membership | One of several ways to verify Apple Business |
| Work email not tied to an App Store or iCloud account | No | Yes, for the Apple Business sign-up |
| A real person's legal name for the sign-up | No | Yes |
| Organization ID | Needed from each receiving organization | Shared with the developer |
| Payment method in Apple Business | No | Yes, even for free apps |
| MDM solution | No | Recommended for managed deployment |
The Organization membership point comes from Apple's WWDC 2020 session on custom apps, which says "you need an Organization Developer program, and this requires a DUNS number." We found no current Apple help page that restates it, so plan for an Organization membership and confirm when you enroll.
Step by Step: Publishing a Custom App (Developer Side)
1. Build the app
Build it like any other iPhone or iPad app. With Superapp you describe the app in plain English, it generates native Swift and SwiftUI, compiles on cloud Macs and prepares the build, screenshots, metadata and privacy declarations. With Xcode you build and archive it yourself on a Mac. Either way, the build must use Xcode 26 or later and the iOS 26 SDK.
2. Enroll in the Apple Developer Program
Join as an organization if you can. The membership costs 99 USD a year, per Apple's programs page. If you build apps for clients, the app will live under your developer account and be delivered privately to theirs.
3. Get the receiving organization's Organization ID
Ask each organization that should receive the app for its Organization ID from Apple Business. They find it by selecting their name at the bottom of the sidebar, then Preferences, then Enrollment Information, in the Organization Information section. If the organization does not have Apple Business yet, send them the receiving-side steps below.
4. Create the app record in App Store Connect
Create a new app in App Store Connect with its name, bundle ID, SKU and primary language, the same as for a public app.
5. Set the distribution method to Private
In App Store Connect, open Pricing and Availability, then App Distribution Methods, choose Private, set the type to Organization ID, and enter the organization's name and ID. Add more organizations if several should get the app. Apple's custom apps page notes "this option is only available before your app has been approved", so set it before you submit.
Apple's distribution methods help lists two methods: Public, "Discoverable by anyone on the App Store (default)", and Private, "Available as a custom app on Apple Business or Apple School Manager."
6. Set the price
Choose free or paid. Charging requires a Paid Apps Agreement in App Store Connect, per Apple's pricing reference. In Apple's WWDC 2020 session, Apple says it handles "payment processing, taxes, and other overhead" for custom app sales.
7. Prepare for App Review
Fill in the listing, privacy details and review information as for a public app. Because custom apps often sit behind a login with company data, give reviewers a working demo account and sample data. Apple's deployment guide recommends generic test accounts or sanitized data.
8. Upload and submit
Upload the build (from Xcode, or let Superapp handle it) and submit for review. Apple's deployment guide says custom app review "typically" takes 1 to 2 days. After approval, the app appears in the Custom Apps section of each organization you named.
9. Ship updates the normal way
Upload a new build, submit it, and once approved the organizations get the update. Every update is reviewed.
Step by Step: Receiving a Custom App (Organization Side)
1. Sign up for Apple Business
Go to business.apple.com and sign up. Apple's requirements page asks for a real person's legal name ("This needs to be a legal, human name"), a work email and a work phone. The email must not be linked to an App Store or iCloud account.
2. Verify the organization
Verify with a D-U-N-S number or EIN, a DNS record on your domain, your App Store Connect account, or official documents such as a business license. Apple's sign-up guide gives you 60 days to finish verification, which takes up to 5 business days, and deletes the organization's data if it is not approved in time.
3. Share your Organization ID with the developer
Find it under your name, then Preferences, then Enrollment Information.
4. Turn on custom apps
Turn on the setting that lets the organization see custom apps, then go to Apps & Services, Apps and Books, App Store, View Store, Custom Apps, per Apple's custom apps guide.
5. Add a payment method and get licenses
Apple's get apps and books guide says a payment method must be set up before getting any licenses, "even if they're free." Choose the number of licenses and the license type: managed licenses for MDM, or redemption codes.
6. Distribute to people or devices
Assign the app through your MDM solution, or send redemption codes. Details below.
MDM or Redemption Codes?
| Method | How it works | Who owns the license | Best for |
|---|---|---|---|
| Managed distribution through MDM (any custom app, including Superapp-built ones) | Your MDM assigns the app to users or devices | The organization; licenses can be revoked and reassigned | Company-owned devices, staff who come and go |
| Redemption codes | Each person redeems a code on their own device | The person who redeems it, under their personal Apple Account; codes cannot be reassigned | Small teams, partners without MDM |
Apple's support article on managed distribution explains that MDM-assigned licenses stay with the organization and says "Redemption codes are available only in Apple Business." Apple's purchase guide says a user who redeems a code owns the app under their personal Apple Account, and adds that redemption codes work only for users in the organization's country or region, cannot be reassigned once redeemed, and are not available in South Korea. Apple's managed distribution article also notes codes are not offered for free apps, so check what your app's price allows before planning a code-based rollout.
Which MDM?
Any MDM solution that supports Apple's device management can assign custom apps. Apple Business itself now includes device management features from the former Apple Business Essentials, per Apple's announcement. Larger companies often already use a dedicated MDM.
Building Custom Apps for Clients
If you are an agency or freelancer building apps for client companies, custom apps fit well:
- One app, many clients, or one per client. You can add several Organization IDs to one app, or create a separate app per client when each needs its own branding.
- You keep the code. Apple's page confirms the developer keeps the code and intellectual property.
- The client keeps control of deployment. They decide who gets licenses through their own Apple Business account.
- Decide private or public up front. Changing later means a new app record and a new submission: Apple's distribution methods help says that to switch between private and public, "you must create a new app record and resubmit your binary."
| Agency question | Answer |
|---|---|
| Whose developer account publishes it? (Superapp works with yours) | Yours, as the developer; the client receives it privately |
| Can I sell it to the client through Apple? | Yes, set a price; a Paid Apps Agreement is required |
| Can the client later move it to their own account? | Only through Apple's app transfer process, which has its own eligibility rules; confirm with Apple before promising it |
| Can two clients share one app? | Yes, add both Organization IDs |
| Does each update need review? | Yes |
Pricing and Licenses
- Free or paid: you set the price in App Store Connect. Charging needs a Paid Apps Agreement.
- License limit: Apple's purchase guide says organizations can get up to 1,000 licenses for paid apps.
- Payment method even for free apps: the organization must have one on file.
- Volume purchase of public apps: public App Store apps are automatically available for volume purchase at the same price, per Apple's custom apps page.
- Education discount: developers can offer a 50% discount for education purchases of 20 or more copies, per Apple's pricing reference.
What it costs end to end
| Item | Cost | Paid by |
|---|---|---|
| Building the app with Superapp | From $25 a month on Pro | Developer |
| Apple Developer Program | 99 USD a year | Developer |
| Apple Business | Free, with optional paid add-ons | Receiving organization |
| Custom app licenses | Your price, or free | Receiving organization |
| MDM | Depends on the provider; Apple Business includes device management features | Receiving organization |
| Enterprise Program, only if you need it instead | 299 USD a year | Developer organization |
Timeline: How Long Does It Take?
| Stage | Time |
|---|---|
| Build a first version with Superapp | Days |
| Apple Developer Program enrollment | Varies; organizations need D-U-N-S verification |
| Apple Business verification | Up to 5 business days, within a 60-day window |
| Custom app review | Typically 1 to 2 days, per Apple |
| Getting licenses and assigning | Minutes once custom apps are enabled |
Start the receiving organization's Apple Business sign-up at the same time as the build, because it is often the slowest step.
Unlisted Apps: The Alternative When Devices Are Not Managed
An unlisted app sits on the public App Store but can only be reached with a direct link. Apple's unlisted distribution page says it does not appear in "any App Store categories, recommendations, charts, search results, or other listings," and lists audiences such as franchisees, partners, employees, students and conference attendees.
How to request it:
- Publish the app as Public, or submit it to App Review as Public.
- Mention in the Review Notes that you plan to request unlisted distribution.
- Submit Apple's unlisted distribution request form.
- Once approved, future versions stay unlisted.
Points to know:
- Anyone with the link can download it, so Apple suggests adding your own access controls, such as a login.
- Beta or prerelease apps are declined.
- A privately distributed custom app cannot become unlisted; it needs a new app record set to Public first.
- It works on managed and unmanaged devices in all App Store regions, so it is the easier choice for partners on personal phones.
The Apple Developer Enterprise Program
The Enterprise Program lets large organizations distribute proprietary apps to their own employees outside the App Store. Per Apple's Enterprise Program page, it costs 299 USD a year and requires at least 100 employees, a legal entity (Apple does not accept DBAs), a D-U-N-S number, a public website, and passing a verification interview and ongoing evaluation. Apple says the standard Developer Program "is the right option for most organizations that want to distribute proprietary, internal-use apps", and positions the Enterprise Program for needs that the App Store, custom apps, Ad Hoc or TestFlight cannot meet.
For most small and mid-sized businesses, custom apps through Apple Business are the better route.
TestFlight and Ad Hoc for Pilots
- TestFlight: up to 100 internal testers who are App Store Connect users, up to 10,000 external testers, and each build can be tested for up to 90 days, per Apple's TestFlight overview. The first build for external testers goes through App Review. Good for piloting a custom app with a client before committing.
- Ad Hoc: install on up to 100 registered devices per product family per membership year, per Apple's devices overview. Disabling a device does not free its slot; you can remove devices and restore the count at the start of your next membership year. Useful for a fixed set of demo devices.
Common Mistakes and How to Fix Them
| Problem | Cause | Fix |
|---|---|---|
| The Private option is missing (Superapp-built or not) | The app was already approved as Public | Create a new app record set to Private and resubmit |
| The organization cannot see the app | Wrong Organization ID, or custom apps not turned on | Re-check the ID in Preferences, Enrollment Information, and enable custom apps |
| Licenses cannot be purchased | No payment method in Apple Business | Add one, even for a free app |
| Redemption codes do not work for some users | Users outside the organization's country or region, or in South Korea | Use MDM-managed distribution instead |
| App rejected for login | Reviewers could not sign in | Provide a demo account and sample data in the review notes |
| Following an old guide's menus | Apple Business Manager became Apple Business in April 2026 | Use the current menus described above |
| Upload rejected | Built with an older Xcode | Rebuild with Xcode 26 or later and the iOS 26 SDK |
| Wanting the app public later | Private choice is permanent | Plan for a separate public app record |
Publishing a Custom App Without Programming
If "custom app" for you means your own app and you do not code, the build is the hard part, not the distribution. AI app builders now generate native apps from a description. Superapp builds native Swift apps for iPhone, iPad, Apple Watch and Mac, compiles them on cloud Macs, and prepares the App Store submission, and you need your own Apple Developer account, per its features page. Other no-code tools such as FlutterFlow and Adalo also publish to the App Store with your Apple credentials; GoodBarber's help center documents custom app distribution for apps built with GoodBarber. Whichever tool you use, the private distribution steps above are the same, because they happen in App Store Connect and Apple Business, not in the builder.
For the public route, see our guides to publishing an app to the App Store and publishing without a Mac.
Where Superapp Fits
As a disclosure, Superapp is our product, so weigh this accordingly. Superapp turns a plain-English description into a native iPhone and iPad app, compiles it on cloud Macs, and prepares the build, screenshots, metadata and privacy details for App Store Connect, so a company can have an internal or client app ready for private distribution without hiring an iOS developer. It costs from $25 a month on Pro, and you own the Xcode project. It does not replace the parts only you and Apple can do: your Apple Developer membership, choosing Private before approval, the receiving organization's Apple Business account, and App Review. It does not build Android apps. If you need distribution outside Apple's systems entirely, the Enterprise Program or a web app is the alternative.
Frequently Asked Questions
What is a custom app on the App Store?
A custom app is an app distributed privately to specific organizations through Apple Business or Apple School Manager instead of publicly on the App Store. Only the organizations you name can see and get it.
How do I publish a custom app?
In App Store Connect, before approval, open Pricing and Availability, choose Private under App Distribution Methods, enter each organization's Organization ID, then submit for review as usual.
Is Apple Business Manager still called Apple Business Manager?
No. Apple renamed it Apple Business when it launched on April 14, 2026, combining Apple Business Manager, Apple Business Essentials and Apple Business Connect.
Is Apple Business free?
Yes. Apple says it is free in the US and more than 200 countries and regions, with optional paid add-ons such as extra iCloud storage and AppleCare+ for Business.
Where do I find my Organization ID?
In Apple Business, select your name at the bottom of the sidebar, then Preferences, then Enrollment Information. It is in the Organization Information section.
Do custom apps go through App Review?
Yes. Every custom app and every update is reviewed against the same guidelines as App Store apps. Apple says review typically takes 1 to 2 days.
Can I change a custom app to a public app later?
Not on the same app record. Apple says switching between private and public requires a new app record and a new submission.
Can I choose Private after my app is approved?
No. Apple says the Private option is only available before the app has been approved.
Do I need an Organization developer account for custom apps?
Apple's 2020 WWDC session on custom apps says you need an Organization developer membership, which requires a D-U-N-S number. Plan for one and confirm when you enroll.
How much does it cost to distribute a custom app?
The developer pays 99 USD a year for the Apple Developer Program. Apple Business is free for the receiving organization. You can price the app or make it free.
Can custom apps be free?
You choose the price in App Store Connect. The receiving organization still needs a payment method in Apple Business to get licenses, even for free apps.
What is the difference between MDM and redemption codes?
With MDM, the organization owns the licenses and can reassign them. Redemption codes transfer the license to the person who redeems it and cannot be reassigned.
Do redemption codes work in every country?
No. They only work for users in the organization's country or region, and they are not available in South Korea.
What is an unlisted app?
A public App Store app that is hidden from search, charts and categories and can only be reached with a direct link. You request it from Apple after publishing or submitting the app.
Should I use a custom app or an unlisted app?
Use a custom app when the receiving organization uses Apple Business and ideally MDM. Use an unlisted app for partners or franchisees on personal devices, with a login inside the app.
What is the Apple Developer Enterprise Program?
A 299 USD a year program for organizations with 100 or more employees to distribute internal apps outside the App Store. Apple says the standard program is the right option for most organizations that want to distribute internal apps.
Can I distribute a custom app to my own employees?
Yes. Add your own organization's Organization ID from your Apple Business account, then distribute through MDM or redemption codes.
Can I build a custom app without coding?
Yes. AI builders such as Superapp generate native apps from a description, and no-code tools such as FlutterFlow, Adalo and GoodBarber also publish to App Store Connect. Private distribution then works the same way.
Can I test a custom app before distributing it?
Yes, with TestFlight: up to 100 internal and 10,000 external testers, with each build available for 90 days.
Are custom apps available on Android?
No. Apple's custom apps program covers Apple devices. For Android, use Google's own private distribution options or a web app.
Do custom apps need the latest Xcode?
Yes. Since April 28, 2026, all App Store Connect uploads, including custom apps, must be built with Xcode 26 or later and the iOS 26 SDK.
How do schools get custom apps?
Through Apple School Manager, which works the same way: the developer adds the school's organization, and the school gets licenses from its Custom Apps section.
References
- Apple: Volume purchase and custom apps
- Apple: Set distribution methods
- Apple: App pricing and availability reference
- Apple: Distribute custom apps (deployment guide)
- Apple: Business distribution
- Apple Newsroom: Introducing Apple Business
- Apple: Apple Business Manager is now Apple Business
- Apple Business: Sign up and verify your organization
- Apple Business: Requirements
- Apple Business: Learn about custom apps
- Apple Business: Get apps and books
- Apple Support: Managed distribution and redemption codes
- Apple: Unlisted app distribution
- Apple: Enterprise Program
- Apple: Developer programs
- Apple: TestFlight overview
- Apple: Devices overview
- Apple: SDK minimum requirements
- Apple WWDC20: Custom apps session
- Apple School Manager: Custom apps
- Superapp: Features
- Superapp: How to publish an app to the App Store
- Superapp: Publish an app on the App Store without a Mac