Enter Custom Apps: The New Standard

At WWDC 2020, Apple explicitly declared Custom Apps as their preferred method for distributing internal apps. From the session:

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"Historically, enterprise app distribution was the only approved path for internal deployment. The Custom App process includes the benefits of TestFlight and app review and is now the preferred path for internal deployments."

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Why switch to Custom Apps?

• Works seamlessly with Apple Business Manager or Apple School Manager.
• Eliminates the need for annual Provisioning Profile renewal (Distribution Certificates don’t expire).
• Enables automatic app updates via MDM solutions, leveraging the same capabilities used for public VPP apps.

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Transitioning to Custom Apps

To distribute Custom Apps, you’ll need to shift from the Apple Developer Enterprise Program to a standard Apple Developer Account. The publishing process is managed via App Store Connect, which is also used for public app publishing.

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Key Steps in App Store Connect:

1. Enroll in a standard Apple Developer Account.
2. Navigate App Store Connect to manage your app development and distribution process.
   • Tip: App Store Connect can feel complex initially—allow time to get familiar.
3. When publishing the app, select “Available for private distribution to specific organizations on Apple Business Manager or Apple School Manager” under the Pricing and Availability section.

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Assigning Apps to Organizations

Provide the Organization ID and Name of the company receiving the app (found in Apple Business Manager or Apple School Manager).

• Third-party developers can assign apps to multiple organizations for internal use only.
• For enterprises with internal teams, use the same method but assign the app to your own organization.

This process, known as B2B2ME (Business-to-Business-to-My-Enterprise), allows enterprises to leverage the benefits of private distribution.

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Important Considerations

When using the B2B2ME process, your app must go through Apple’s App Review. To streamline this:

• If your app requires authentication, provide demo credentials or include a demo mode for Apple to test.
• Include sufficient metadata, screenshots, and clear review notes.
• Expect a learning curve with Apple’s review expectations, but their vetting ensures apps are secure, high-quality, and Apple-approved.

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Bonus Features:

• Use TestFlight for beta testing.
  • Send invitations via email or a public link.
• Enable seamless device-based licensing via MDM, removing the need for Apple IDs on devices.

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Steps in Apple Business Manager

To use Custom Apps, ensure Custom Apps is enabled in Settings:

• Navigate to Settings in Apple Business Manager (or Apple School Manager).
• Locate your Organization ID and Name, needed for app assignment.

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Once assigned via App Store Connect, apps will appear under the Custom Apps section in Apple Business Manager. Distribute them to end users using your MDM solution—just like other VPP apps.

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Conclusion

In this post, we detailed how to use Custom Apps for distributing in-house-developed apps exclusively for internal use.

‍Why adopt this method?

1. No more annual Provisioning Profile renewals.
2. Leverage automatic update features.
3. Align with Apple’s explicitly stated preferred method.

Looking ahead, Apple may announce the deprecation of the Apple Developer Enterprise Program at a future WWDC. Transitioning to Custom Apps now ensures you're prepared for this possible shift while enjoying a more efficient and streamlined app distribution process.

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