We use this, great to see it officially announced! This helps offer apps to potential/current/former employees without competing with yourself in App Store search results. The only way to load the App Store app page is via the direct apps.apple.com link. Past that, the app is treated like any other.
You still go through the regular app review process, but honestly I think employees appreciate that and trust the app more seeing it come from the App Store rather than from some enterprise MDM app that prompts for a whole lot of device access/trust.
You still go through the regular app review process, but honestly I think employees appreciate that and trust the app more seeing it come from the App Store rather than from some enterprise MDM app that prompts for a whole lot of device access/trust.