Privately distributed apps

  • Release version: Australia
  • Updated March 12, 2026
  • 2 minutes to read
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    Summary of Privately Distributed Apps

    Privately distributed apps allow for the distribution of branded applications for both Android and iOS outside of public app stores. The process ensures that customers can efficiently deploy their apps while adhering to the guidelines set by Apple and Google.

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    Key Features

    • Simultaneous Delivery: When requesting both iOS and Android apps, all builds are delivered within the iOS delivery timeline of 2-4 weeks. To expedite the process, it's advisable to request the Android app first, test it, and then submit the iOS app request.
    • Testing Options: While the branded app is being built, customers can test existing mobile workflows and functions using apps available on the ServiceNow Store.
    • iOS Distribution: Requires enrollment in Apple Business Manager or a valid Apple Customer DEP ID. The app can be distributed through Mobile Device Management (MDM) or redemption codes.
    • Android Distribution: Customers receive both APK and AAB files, which can be uploaded to MDM portals or hosted on a website for direct downloads.

    Key Outcomes

    iOS branded apps take 2-4 weeks for deployment due to Apple’s review process, while Android apps can typically be built in under a week, sometimes within hours. This structured approach allows for effective branding and distribution, ensuring that customers can deploy their applications in compliance with platform guidelines while maintaining a streamlined workflow.

    Private or enterprise distribution can be used to distribute Android and iOS branded applications. Private distribution includes all means of distributing apps outside of public app stores.

    Important:
    • If you select iOS & Android as your Operating System (OS) when you request your branded mobile app, all builds are delivered to you at the same time. This means that both your Android and iOS apps are delivered to you within the privately distributed iOS delivery timeline of 2-4 weeks.
    • If you have an implementation date deadline within weeks, it's suggested that you request the Android app first, test it, and approve its branding. Then submit your iOS app request.
    • Another way to expedite delivery of your branded app is to test the mobile workflows and functions using the mobile apps that are available on the ServiceNow® Store while your branded app is being built. Your branded app uses all the same workflows and mobile app functions as the apps that are available on the ServiceNow Store. Then when your branded app is available, you only need to test the branding, the login flow for pre-filled instance URLs, push notifications, and the app store listings.

    iOS branded apps for private distribution

    The ServiceNow® branding program complies with the suggested practices from Apple for branded app releases. The program gives you a guided path to achieve your branding goals.

    Depending on your distribution model for an iOS deployment, you must have signed up for Apple Business Manager to use the Apple VPP program or have a valid Apple Customer DEP ID, or both. This enables you to use your ServiceNow instance to publish an app to your Apple Business Manager on your behalf. Apple then allows you to distribute the app to your employees with your Mobile Device Management (MDM) vendor or by using Apple Business Manager store redemption codes.

    When you use Mobile Publishing for iOS private distribution, you can then test the mobile app using Testflight. ServiceNow also resolves any rejections from Apple when the application is reviewed.

    The following image explains the workflow for privately distributing an app. Privately distributed branded iOS apps take 2-4 weeks until you can deploy them. This is due to Apple's review process that involves human reviewers.
    Figure 1. iOS branded app publishing process for private distribution
    Private publishing process for iOS branded apps

    Android branded apps for private distribution

    The ServiceNow branding program complies with the suggested practices from Google for branded app releases. The program gives you a guided path to achieve your branding goals. Using Mobile Publishing, you can request a branded Android application and receive both APK and AAB files. These files can then be uploaded to your MDM portal or your Managed Google Play account. These files can also be hosted on a website so that Android users can download the application directly onto their devices.

    The following image explains the workflow for privately distributing an app. It usually takes about a week or less to build the Android branded application. Sometimes it might take only a few hours.
    Figure 2. Android branded app publishing process for private distribution
    Private publishing process for Android branded apps