How to Publish an Unlisted App to the Apple App Store

Introduction

Sometimes you want to share your app with a specific audience rather than the general public. In this guide, you’ll learn how to publish an Unlisted App on the Apple App Store — a method that hides your app from public search while allowing direct access via a link. We’ll walk you through preparing your app, submitting it as unlisted, and managing its distribution settings.

What Are Unlisted Apps?

Unlisted apps don’t appear in any App Store categories, recommendations, charts, search results, or other listings. They can also be accessed through Apple Business Manager and Apple School Manager. Apps for specific organizations, special events, or research studies, or apps used as employee resources or sales tools are good candidates for unlisted distribution.
Unlisted apps are discoverable only with a direct link.

Requesting Unlisted Distribution

You’ll need to submit a request in App Store Connect to receive an unlisted-app link.

• If your app hasn’t been submitted for review or was already approved for public download on the App Store, simply complete the request form.
  
• If your app was already approved for private download on Apple Business Manager or Apple School Manager, you’ll need to create a new app record in App Store Connect, upload your binary, and set the distribution method to Public before completing the request form.
  

To submit the form:

1. Fill out the details in the Unlisted App Request form with your App Name and the App ID of your app.
   
2. Enter the details of the business problem your app solves.
   
3. Enter why you wish to distribute the app as unlisted.
   
4. Enter the size of your user base/audience for your app.
   
5. Mark the checkboxes for the audience and the regions for your app.
   
6. Accept the terms and conditions, and then click Submit.

Note: You’ll receive a confirmation email once your request has been approved. If your request is rejected, review the guidelines, adjust your submission, and send another request.

Distributing an Unlisted App

Once approved, you’ll find your unlisted distribution link under General > Pricing and Availability > App Distribution Methods in App Store Connect. Share this link directly with your audience; it will not appear anywhere else in the App Store.

Tricks and Tips

• Wait for approval before resubmitting your app for review.
  
• Under App Review Information, note that you’re requesting unlisted distribution on each new submission.
  
• Do not share your unlisted link publicly to prevent unauthorized use.

Troubleshooting & FAQs

Q: I don’t see the Unlisted App Request form in App Store Connect.
A: Ensure you’ve created a new app record or that your existing app is eligible (not already approved for public download). Then revisit Unlisted App Request under Apps > App Information.

Q: My unlisted link still shows my app in search results.
A: After approval, allow up to 24 hours for Apple’s indexing to update. Clearing local App Store caches can help.

Q: How long does unlisted distribution approval take?
A: Apple typically reviews within 6–48 hours. You’ll receive an email once approved or if more information is needed.

Q: My testers can’t access the link.
A: Confirm you shared the exact URL found under Pricing and Availability > App Distribution Methods and that testers are using devices and regions you selected in the request.

Q: I need to submit a new build, do I repeat the request?
A: No. Once your app is marked unlisted, future submissions under the same App ID remain unlisted automatically. Only fill out the form again if your app record changes.