To distribute public applications and custom business to business (B2B) applications to Apple iOS and macOS devices, integrate Apple's Volume Purchase Program (VPP) and AirWatch.
The Apple VPP enables organizations to purchase publicly available applications in bulk for distribution. Any paid application from the App Store is available for purchase, in volume, at the existing App Store price. Custom B2B applications can be free or purchased at a price set by the developer. If your organization uses free public applications collected through the Apple VPP, AirWatch can distribute these applications, as well.
See Apple's website for availability by country and for other details. Apple has two programs; Volume Purchase Program for Business and the Volume Purchase Program for Education.
See the applicable help topic for information on configuring VPP deployment with managed distribution.