Intro to content distribution in Apple Configurator for Mac
You can install apps on iPhone, iPad, or Apple TV devices using a Managed Apple Account from Apple School Manager or Apple Business or your personal (unmanaged) Apple Account. When you add an app from the App Store to a device using:
A Managed Apple Account, you’re installing and assigning that app to a specific device
A personal Apple Account, you’re installing the app on the device
The app is already assigned to your personal Apple Account. Before the app can be used, you need to sign in on the device with the same Apple Account that was used to purchase the app.
Installing apps from the App Store may download an app for each type of device. For example, there may be an app for iPhone—and the same app, built differently, for iPad. The result is that two apps are downloaded. You can cache apps, system updates, iCloud content, and more by using the caching content service in macOS.