Introduction
Apple’s App Store Guideline 3.2 – Business requires that apps intended for a specific business or organization be distributed via Apple Business Manager or Apple School Manager rather than the public App Store. If your app was rejected with a notice like:
Your app is designed to be used by a specific business or organization… Custom app distribution through Apple Business Manager or Apple School Manager is the best way to make these kinds of business apps available to your target audience.
This guide explains how to transition to the correct distribution method so Apple can approve your submission without a new build.
How to Resolve It
To comply, set up custom app distribution:
Enroll in Apple Business/School Manager
- Have the target organization (your client or employer) enroll at https://business.apple.com or https://school.apple.com.
Configure Custom Distribution in App Store Connect
- In App Store Connect, select your app and go to Pricing and Availability.
- Under Distribution for Business and Education, choose Custom App.
- Enter the Organization’s Apple Business Manager or School Manager Team ID.
Submit for Review
- Save your changes and resubmit the app.
- Once approved, only the specified organization can find and install the app via their Apple Business/School Manager portal.
Respond in App Store Connect
In the Resolution Center, reply with a note such as:
“We have configured our app for custom distribution via Apple Business Manager (Team ID: XXXXXX) as requested.”
Do I Need to Generate a New Build?
No. This is a metadata configuration change—no new binary upload is required.
Troubleshooting and FAQs
Q: How do I find my Organization’s Team ID?
A: In Apple Business/School Manager, go to Settings > Enrollment Information—the Organization ID is your Team ID.
Q: Can I still distribute a development build via TestFlight?
A: Yes. TestFlight can be used independently for internal testing, but production distribution must go through Business/School Manager.
Q: The app still isn’t visible in Business Manager after approval.
A: Ensure the organization has refreshed their Custom Apps catalog and that you’ve provided the correct Team ID.
