Must the APP Store be used to publish?

Complete mobile noob here… with a basic question.

Is there a way to get my Hype application on an iphone without going through the app store? I have a very limited distribution application that I just need a handful of users to be able to use.
My assumption is No.

Thanks in advance, your assistance is most appreciated.

Make a website! Route around the gatekeepers!

‘Getting it on an iPhone’ doesn’t have to mean going through Apple’s app store, or making a Home Screen icon – giving people a reason to visit your website is another way.

You could also make an iBook, or encourage folks to add your website to their ‘Home Screen’ (which will actually make an icon.

This section of our docs lists a few options:

Excellent… thank you!