Mobile App Distribution: What It Is, Channels and How It Works

iOS Distribution: TestFlight, Ad Hoc, Enterprise

iOS app distribution is strictly controlled by Apple. Mobile app distribution on iOS goes through four channels: App Store (public release), TestFlight (beta testing), Ad Hoc (limited distribution) and Enterprise (corporate distribution). Each has its own requirements, limits and procedures.

TestFlight

TestFlight is Apple's official tool for beta testing mobile apps. It supports up to 10,000 external testers (External Testing) and up to 30 internal testers (Internal Testing — team members). External Testing requires a light review (Build Review, usually 1–2 minutes). TestFlight automatically distributes updates — testers receive push notifications. Internal testing requires no review — you can upload builds instantly for the team.

Ad Hoc Distribution

Ad Hoc is distribution to a limited number of devices (up to 100 per account). For Ad Hoc, you need to add each device's UDID in the Apple Developer Portal and sign the build with a Provisioning Profile containing those devices. Ad Hoc requires no review — suitable for demo versions and testing on client devices. The downside: you need to know each device's UDID.

Enterprise Distribution

Apple Enterprise Developer Program ($299/year) — distributing apps within an organization without the App Store. Apps are published on an internal server, users install via a link. Enterprise requires no Apple review. Enterprise cannot be used for distribution outside the organization — Apple monitors this and blocks accounts. MDM (Mobile Device Management) — a system for managing corporate devices that automatically installs Enterprise apps.

Android Distribution: Testing Tracks, Staged Rollout

Google Play provides a more flexible mobile app distribution system than the App Store. Testing Tracks: Internal, Closed, Open. Each track has its own limits and requirements. After testing, the app is published to the Production Track.

Closed vs Open Testing

Internal Testing — up to 100 testers via email. Requires no Google review. The build is published within minutes. Closed Testing — up to 100 testers, access via email list or Google Group. Requires a light review (usually a few hours). Open Testing — up to 100,000 testers, public link. The app is visible in Google Play as "Early Access". Open Testing requires full review like production.

Staged Rollout — gradual update distribution. You select a percentage of users (5%, 10%, 20%, 50%, 100%). Google Play automatically distributes the update to the selected percentage. If complaints or crashes come in within the first hours — roll back to the previous version. Staged Rollout reduces release risks and is recommended for all production updates.

Production Track

Production Track — public release on Google Play. After publishing, the app is available to all users. Google Play automatically checks the binary and scans for malicious code. After publication, you can manage country, age restrictions and monetization. Internal App Sharing — distribution directly via link without Play Console. Suitable for QA testing on real devices.

iOS — stricter review and higher entry cost. Android — flexible testing and staged rollout. IT Sectr recommends using Open Testing for Android and TestFlight External for iOS — this covers 90% of mobile app beta testing scenarios.

App Distribution Policies: App Store Guidelines, Google Play Policies

App Store Review Guidelines — Apple's document with over 100 rules governing mobile app distribution. Key requirements: the app must be stable, bug-free, and comply with Human Interface Guidelines. Apple rejects apps with broken links, empty screens and hidden functionality. Google Play Developer Policies — Google's rules: malicious apps, user deception and copyright infringement are prohibited.

App Store Guidelines

Key rules for app distribution in the App Store: 1) Safety — no offensive content, 2) Performance — the app must not crash, 3) Business — purchases via IAP (In-App Purchase) with Apple's 15–30% commission, 4) Design — HIG compliance. Rejection reasons: broken Privacy Policy link, missing "Restore Purchases" button, use of third-party payment systems.

Google Play Policies

Distribution policies in Google Play include: 1) Content Policies — adult content and violence prohibited, 2) Monetization — Google's 15% commission (first $1 million — 15%, then 30%), 3) Privacy — mandatory Privacy Policy URL, 4) Advertising — ads must meet standards. Google automatically checks the binary for malicious code. App Content Rating — a questionnaire that determines the app's age restrictions.

Export Compliance and DMCA

Export Compliance — Apple requires declaring cryptography usage when distributing apps. Most apps qualify as "Yes, but exempt" (only HTTPS used). DMCA — copyright law. If your app allows user-uploaded content, set up a DMCA procedure (copyright infringement complaints).

App Distribution Accounts: Apple Developer and Google Play

Apple Developer Account — $99/year for individual developers, $299/year for Enterprise. Organizations register as Company/Organization for mobile app distribution under the company brand. A D-U-N-S number is required for publishing. Google Play Account — $25 one-time. Google Play requires identity verification (Passport, driver's license) before starting distribution.

App Transfer

App Transfer — moving an app between developer accounts. On iOS — via App Store Connect (App Transfer). Requirements: the app must be published, with no pending changes, no active distribution disputes. On Android — via Play Console (Manage > Transfer app). Both processes take 1–5 days. After transfer, the app retains its rating, reviews and subscriptions.

Screenshot Requirements

Screenshot Requirements for App Store: 5.5" (iPhone 8 Plus), 6.5" (iPhone 14 Pro Max), 12.9" (iPad Pro). For Google Play: minimum 2 screenshots per phone and tablet. We recommend 8 screenshots. Privacy Policy URL — mandatory for app distribution in both stores. If the app collects personal data, a privacy policy link must be in the description and inside the app.