Apple's App Store is both the source of a great deal of power for the company and a nuisance to anyone trying to do more than download pre-approved apps. Companies, for example, have long been able to host internal apps using developer accounts, but, as Facebook discovered, Apple often works in mysterious and sudden ways.
That could all be about to change after MacRumors found an Apple support document detailing the process for businesses, developers, and anyone else requesting unlisted apps distributed using just a link.
Developers can submit a request to Apple for an unlisted app that won't appear in search recommendations, categories, charts, and other places on the App Store. Applications not listed can be accessed through the Apple Business Manager and Apple School Manager services.
Centralization, centralization, centralization
Apple says apps not listed are for special events, organizations, research studies, and employee tools (for example, for sales). Apps will be available in all regions that the App Store supports.
While adding unlisted apps as an option for developers is good news, especially for organizations looking for a legitimate way to distribute well-designed apps, there are some downsides, like developer Steve Troughton-Smith.
The unlisted apps seem to be interesting, but they seem to come with some major caveats. It also doesn't seem like my individual developer account can request an unlisted link. Only business? "Note: Once your application is approved, the delivery method cannot be changed." https://t.co/o34hB1v8VR January 28, 2022
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Apps not listed must be ready for distribution, excluding beta and preview versions, and anything that violates these rules will be rejected, according to Apple.
The company already operates TestFlight, a developer-specific service for testing iOS and iPadOS apps, and probably doesn't want too much crossover between the services.
Perhaps all of this plays into the overall narrative of the App Store, as presented by various competitors, the EU, the UK, and some US lawmakers: Apple has too much power over what users can do on their iPhone.
While the unlisted apps are meant to be useful, and indeed will be for many companies and developers, it further highlights Apple's unique control over apps on its platforms.