An app needs to be marked as paid in order to do the install on device process and also to publish it.
Below are the steps on how to mark your app as paid.
Go to your application dashboard. You will notice your app is marked as "Unpaid". Click the Publish button.
Select the active Subscription plan then click Add button.
NOTE: No additional fee is charged to you when making an app as paid. If you ever see an amount per month in your active subscriptions, please ignore that. The amount you see there will not be charged to you.
You will now see your app is marked as Paid. Now you are ready to either publish it or install on device.
Install on device will not publish your app to app store.