They do, it’s just that they limit it very severely. Right now, there’s a cap of three apps per account. What I usually do is have multiple apple accounts as “dev accounts” and use them to side load my apps onto my phone. There’s no cap on how many you can put on a single phone. The real catch to this method is that you need to resign your apps every seven days. I find it to not be too much of a hassle to plug in my phone to my computer and press a button, but I know that some people get frustrated by having to do something to keep their apps on their phone.