Is this the same as Apple’s App Store?

No. It is your company’s own store, with your name and logo. It lists the apps your company approves, including App Store apps you hold licences for and custom apps made for you in Apple Business.

Can people install apps on their own phones?

Private apps install on enrolled company iPhones and iPads. Vamiq is built for company-owned devices, so talk to us before planning around personal phones.

Does the store need device management?

Listing apps does not. Installing private apps on devices does: up to 5 devices are free, then each device is £1 a month or £10 a year.

Can the store use our own web address?

Yes. The store runs at your own Vamiq address, or on your own web address if you add a custom domain.

Guide

Your company’s own app store

One place, with your logo, where your people find every company app. What an enterprise app store is, its six parts, and how to run one.

Updated 21 October 2026

What an enterprise app store is

Last checked: 21 October 2026, against the Apple pages listed under Primary sources at the end of this guide.

An enterprise app store is one place, with your company’s name and logo, where your people find the apps the company approves: the private apps you build or commission, and the App Store apps you buy for staff. It is not a public marketplace; it lists the apps your company chooses for its own people.

The idea is not new, but the way to run one has changed. Today a company store sits on top of Apple Business, where the company holds its app licences, and installs apps on the company devices it manages.

The six parts

Whoever runs it, a working company app store has the same six parts.

Catalogue: every approved app in one list, with its icon, a short description and the current version.
Who gets what: the store lists the apps you choose, and on company devices you assign apps by group, so each team’s devices receive the apps that team needs.
Install route: private apps install on enrolled company iPhones and iPads; the person may be asked to accept.
Updates: the store shows the current version of each app, and you see the status of each install.
Removal: when a team no longer needs an app, unassign it and it is removed from managed devices.
Records: install requests and app store activity are recorded in the audit trail, next to each device’s install status.

Which apps it can hold

Custom apps made for your company and App Store apps, both held in Apple Business; in-house apps if your organisation is in the Apple Developer Enterprise Program; and Web Clips for web apps. Each one installs on, or is sent to, your enrolled company iPhones and iPads.

Apple describes a custom app as “an app you’ve created for a specific organization”. Once Apple approves it, the organisation sees it “in the Custom Apps section of Apple Business”, and Apple says it can then “distribute it through Mobile Device Management or redemption codes”. A company app store uses the managed route: the app installs on enrolled devices.

Build or buy

You can build a store yourself: a web page of links, a sign-in and a way to install apps on devices. The page is the easy part. Installing private apps needs device management on the receiving devices, plus Apple Business licences, an Apple push certificate and a record of what reached each device.

Vamiq gives you the store and the device management in one workspace, so the catalogue, the installs and the records stay together. The store carries your logo and colours, and can run on your own web address.

What it costs

Your own branded app store and release controls are Distribution: £29 a month or £219 a year, the same with or without devices.

Installing apps on devices needs device management: up to 5 devices are free, then each device is £1 a month or £10 a year, with no base fee and no minimum.

Example: a store with apps installed on 25 company iPads costs £219 a year for the store, plus £200 a year for the 20 devices beyond the free 5: £419 a year before tax.

Prices in GBP, excluding VAT, GST and other sales taxes, which are added at checkout where they apply. See pricing for every plan.

A two-week rollout

A plan for a company that already uses Apple Business.

Days 1 to 3: connect Apple Business and Apps and Books, add your logo and colours, and list the first apps.
Days 4 to 7: enrol the company devices that need the apps, by link or QR code, or zero-touch for devices bought through Apple Business. Group them by team.
Days 8 to 10: assign apps to each group and check the status of each install.
Days 11 to 14: share the store’s address with staff, and agree a routine for new versions and for removing apps a team no longer needs.

Frequently asked questions

Is this the same as Apple’s App Store?: No. It is your company’s own store, with your name and logo. It lists the apps your company approves, including App Store apps you hold licences for and custom apps made for you in Apple Business.
Can people install apps on their own phones?: Private apps install on enrolled company iPhones and iPads. Vamiq is built for company-owned devices, so talk to us before planning around personal phones.
Does the store need device management?: Listing apps does not. Installing private apps on devices does: up to 5 devices are free, then each device is £1 a month or £10 a year.
Can the store use our own web address?: Yes. The store runs at your own Vamiq address, or on your own web address if you add a custom domain.

Primary sources

Apple Developer: Volume Purchase and Custom Apps — What a custom app is and how an organisation receives it in Apple Business. Checked 21 October 2026.
Apple Developer Enterprise Program — Who may distribute proprietary in-house apps, and how. Checked 21 October 2026.