Apple has changed its policy regarding permissions required to create and run applications on devices. Until now, Apple required users to pay € 99 / yearor, to become a member of the Apple Developer Program, in order to run code on a iPhone and physical iPads, without simulators. As part of the new developer program, this is no longer required. Applications can be tested on devices, no obligation to purchase, all starting Xcode 7.
This means that developers will be able to release applications outside of the App Store, as long as they are from open source. Interested users could then open the code in Xcode, compile y run on their own devices, avoiding the App Store altogether.
This is somewhat similar to the way in which Android It allows users to load applications from unknown sources, although it is a bit more complicated, it requires a physical connection and Xcode with a Mac to build the applications. As is not the true meaning for this purpose (its main purpose is for developers, for test your own software on real hardware).
It's not actually an optimal solution for most developers, but some applications could predictably be distributed this way. For example, GBA4iOS (picture above), it's a open source emulator Game Boy Advance for iPhone and iPad. This means that with Xcode 7, you can for example put GBA4iOS in the Xcode (because it is open source), and simulate it on your iPhone, although this application cannot be sent to the AppStore.
If you want to send an application to the AppStore, you will have to pay developer account, and it is done as always, from iTunes Connect.