Distribute Unlisted Apps to Apple devices
If you’re developing or working with an app developer to create an app that’s organization specific—for example, one that’s used as an employee resource or sales tool, or developed for a special event or for a research study—it may be a good candidate for unlisted app distribution.
You can leverage Unlisted Apps to distribute limited-audience apps in specific use cases that aren’t adequately addressed by:
Public apps on the App Store
Custom Apps through Apple School Manager or Apple Business Manager
Other distribution methods
Unlisted Apps are still published through the App Store but are discoverable only with a direct link. These apps don’t appear in any App Store categories, charts, search results, or other app-related listings. Unlisted Apps are considered hidden but not private. Apple suggests having a mechanism within the app to prevent unauthorized users.
Important: Unlisted Apps aren’t an alternative to TestFlight for beta testing apps.