With the upcoming Xcode 7 it's now possible to install apps on your devices without an apple developer license, so now it is possible to skip the app store and you don't have to jailbreak your device.
Now everyone can get their app on their Apple device.
Xcode 7 and Swift now make it easier for everyone to build apps and run them directly on their Apple devices. Simply sign in with your Apple ID, and turn your idea into an app that you can touch on your iPad, iPhone, or Apple Watch. Download Xcode 7 beta and try it yourself today. Program membership is not required.
Quoted from: https://developer.apple.com/xcode/
Update:
XCode 7 is now released:
Free On-Device Development Now everyone can run and test their own app on a device—for free. You can run and debug your own creations on a Mac, iPhone, iPad, iPod touch, or Apple Watch without any fees, and no programs to join. All you need to do is enter your free Apple ID into Xcode. You can even use the same Apple ID you already use for the App Store or iTunes. Once you’ve perfected your app the Apple Developer Program can help you get it on the App Store.
See Launching Your App on Devices for detailed information about installing and running on devices.