Private Apple App distribution

Folks, We're planning a MAUI app to be installed on company Android and Apple phones. For Android I can just generate the APK file and side-load it (after the security settings are relaxed). I don't know how to do the same for iPhones. We don't want the app in the store. Assuming there is a convention for "side-loading" Apple apps, what's the technique? Is anyone doing this? A few years ago we published a Xamarin app, but it was for the public and was published in both stores. This time the app's private to the company. Thanks, *Greg Keogh*