A new option allows iOS developers to release apps through official Apple channels without surfacing them to the general public in the App Store interface. Such apps can only be installed using a special direct link that organizations send to invited users. Apple describes the new option as ideal for apps "for specific organizations, special events, or research studies, or apps used as employee resources or sales tools". Organizations have been able to distribute such apps to managed devices using Apple School Manager or Apple Business Manager. But distributing such apps to unmanaged devices has been a challenge. In the past, some organizations have used Apple's TestFlight system as a workaround, but that process was clunky, limited, and didn't comply with Apple's policies.

In related news, Apple released a beta version of iOS 15.4 today, and it includes a new feature that lets Face ID work even while the user is wearing a mask. Unlike Apple's previous version of this concept, it does not require a connected Apple Watch. It instead relies solely on "unique features around the eye area". It also lets you specifically train Face ID with each pair of eyeglasses you own. It does not work with sunglasses.) As this version of iOS is still in beta testing, there is no guarantee the feature will make the final version of iOS 15.4.