A custom app is not something you install once and leave alone. Like the apps on a phone, it has versions, and it can keep improving long after it first goes live.
You publish an app through the CLI, so shipping a new version can run the same way the rest of your software does: as a step in a CI/CD pipeline, reviewed and released through the same process as your code. Building an app becomes part of how your team already works, rather than a manual chore on the side.
When you publish a new version, Screenly delivers it to every device running that app, and each one moves to the newer version on its own. Nothing is uninstalled and set up again, and nobody walks up to a screen. It updates in the background, the way a phone keeps its apps current.
So the model is not install-once but update-over-time. You change the app in one place, ship it, and every screen running it follows, through the same automatic delivery that brings any other content up to date.