Publishing an iOS app does not always mean putting it in front of the entire world. Sometimes your app is meant for a closed audience. Apple understands this need, which is why App Store Connect offers multiple ways to distribute apps beyond the public App Store listing.
Source: [Dev.to](https://dev.to/martha_dev/how-to-publish-an-unlisted-app-on-the-app-store-a-step-by-step-guide-with-screenshots-128c)