Apple Business Manager: Install private custom apps without MDM

If you have an app whose targeted audience is very specific. For example only internal employees of an organization. Such apps are not suitable for general AppStore users. For example, there is no in-app option for the user to create an account. In this case, Apple’s app review team will suggest you enroll in the Apple Business Manager Program.

After enrolling in Apple’s Business Manager program, create a new app and fill in all the required fields, metadata and screenshots etc. Before you submit your app go to Pricing and Availability from the left menu. Then scroll down to App Distribution Methods and make sure to select Private.

Enter your organization's id and name. At least one organization id and name are required for private app distribution.

You can find your organization id and name by logging into your apple business manager account. From the left menu, at the bottom click on Settings → Enrolment information. Meanwhile don’t forget to enable custom apps.

After entering the organization id and name submit your app for review and wait for the approval. Once approved, your app will be available under the Custom Apps section.

Select your desired custom app to reveal the details of the app. From the details select the redemption code from the license type dropdown field. Enter the desired quantity and click on the Get button.

Once your redeemable code is ready you will receive an email. After refreshing the page you will see a download button next to the order id. When you click on download you will get an excel sheet containing the code based on the requested quantity. See the screenshot below for reference:

Next open AppStore from your iOS device and click on the top right profile icon. From the menu presented select Redeem Gift Card or Code. Then enter the code from the downloaded excel sheet.

Once you enter the correct code your app will be installed automatically. That’s it!

The purpose of writing this article is to elaborate the process for installing the custom apps from the apple business manager program without managing MDM server, before getting involved in the process. Like me, you might not find much details about installing apps without MDM. Mainly because it’s less used method for publishing apps on AppStore.