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Sideloaded app stores are coming to iOS in the EU
(thenextweb.com)
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This is a bit of a hack as it relies on free developer accounts with Apple and Apple still signs the apps. In an ideal world, Apple users should be able to install and run anything they want.
Apple doesn't sign them. A free developer account allows you to sign your own apps with a 100 device limit (per employee, if you work at a small company, or unlimited if you pay extra as an "enterprise" developer - which doesn't actually require being a large enterprise. It basically just costs extra).
They only need to sign the app if you want more test devices - a large beta test team for example will require sending the binary to Apple to be scanned for malware and signed by them.