There is also a growing ecosystem of open source projects and companies offering services that offer and facilitate over the air updates.
[1] https://developer.apple.com/programs/ios/information/iOS_Pro...
I'm thinking many people at Apple are happy to encourage OTA updates and even side loading apps. The original guidelines were dictated by you-know-who and so that's what they rolled with, but are willing to look the other way now (even though this type of code push directly violates the spirit of the App Store as a closed and controlled environment)
However, about 2 months ago, the mobile team at my current workplace announced a new product built with several React Native components. They specifically mentioned that they had gotten clearance from Apple on downloading JS bundle updates outside of full app releases. I haven't personally reviewed the TOS to see if there is a change to the language, YMMV, IANAL, etc.