Google Play allows for different "tracks" for publication: internal testing, closed alpha, closed/open beta, and production.

My approach is to keep releases in sync with Git branches (master is to production, staging is to closed alpha, etc). Although I don't often push things to master, I publish on any of these tracks at least once a day. I'm looking into the Apple ecosystem now, so I'm not sure if I can use a similar approach (my main concern is having a Mac as CI server).