It is. You also could make it possible to install for testers. But: - either 100 devices per developer account per year - or use TestFlight open beta test (as much devices as you want, users have to register in Testlight, app have to pass 'beta review') (I knew at least one app that uses TestFlight open beta as method of distribution: they just show 'enter login/password' on startup and change icon and name from time to time. Their android app is just apk+updater. Registration and payment is via website Reason for such measures? App does nothing bad for it's users but there are people who will say it's existence violates their right and costs them trillions of dollars)

3rd option is abuse of enterprise development certificate (which is intended for $BIGCOMPANY's own employees only)