How to Publish an Unlisted App on the App Store - A step-by-step guide with screenshots

When it comes to publishing an iOS app, one does not always need to make it publicly available on the App Store. Certain apps are meant for a limited audience and Apple provides several distribution methods to cater to this need. One such option is Unlisted App Distribution, which allows you to create an app on the App Store that remains undiscoverable by the general public. Only those with a private link can access it. This guide will walk you through the process of creating an Unlisted App step by step.

There are two primary distribution methods for iOS apps on App Store Connect: Public Apps and Private Apps. Public Apps are listed on the App Store and can be searched, found in categories, or downloaded directly from the App Store, making them suitable for consumer-facing apps. Examples of Public Apps include social media platforms like Instagram and TikTok, e-commerce platforms such as Amazon and Temu, and learning platforms like Coursera and Udemy.

Private Apps, on the other hand, are restricted to a specific audience and are not discoverable on the App Store. They do not appear in searches, categories, or recommendations and can only be accessed through a direct App Store link. Private Apps are best suited for employees or company administrators, business partners, universities or specialized institutions, communities with limited access, and internal dashboards or admin apps.

For example, an admin panel app for managing a custom e-commerce platform would be an ideal use case for Private Apps.

Unlisted Apps are a type of Private App Distribution, and although they also undergo standard App Review, once approved, they remain hidden from the public App Store. They are accessible via a private link, which can be safely shared only with the intended users. To publish an Unlisted App, the app must be built, tested, and uploaded to App Store Connect using Xcode.

All app metadata, including screenshots, description, keywords, privacy details, and in-app purchase setup (if applicable), should be provided. The app's distribution method should also be set to Private.

During the submission process, Apple developers must fill out the Unlisted App Request Form to request Unlisted App Distribution. This form can be found at: https://developer.apple.com/contact/request/unlisted-app/. After submission, Apple will review the app and send a confirmation email once approval is granted. Once both the app review and Unlisted App request are successfully approved, you can find the private App Store link within your App Store Connect account.

This link is the sole method for users to access the app, and it should be shared only with the intended audience.