MDB Consulting wants Apple to let small enterprises distribute apps to staff outside iTunes.
The Bolton firm says SMEs are enthusiastic about developing apps that improve internal communication between employees - and that the enterprise market can be fruitful for Apple.
But, at present, posting their apps on iTunes is the only way for these firms to distribute internally. Martin Bell, MD of MDB, said: "It's not the best way to do it. Ideally you shouldn't have to send to the App Store if it's a business application.
"The commercial model doesn't fit: Apple takes a percentage of the downloads, which isn't ideal for B2B distribution."
Instead, MDB wants to see Apple move closer to the Symbian, Android and Windows Mobile approach, which lets enterprises download installers from anywhere and install them on the device. It is meeting Apple to discuss this.
MDB is already working with financial services and healthcare organisations on iPhone app ideas.
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