Release your apps that aren’t suited for public distribution as unlisted on the App Store, discoverable only with a direct link. 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.
The feature can be used to distribute apps to:
● Limited audiences (such as part-time employees, franchisees, partners, business affiliates, higher-education students, or conference attendees) through a standard link that’s usable on the App Store and Apple School Manager or Apple Business Manager.
● Employee-owned devices that aren't eligible to be managed through Apple School Manager or Apple Business Manager.
● All regions that are supported by the App Store.
Developers can submit a request to receive a link for their unlisted app. If the app has already been approved for private download on Apple Business Manager or Apple School Manager, a new app record will need to be created in App Store Connect.
More details at the link below...