This is due to bitcode, which won't actually affect the binary size seen by end users (i.e. app download size): https://twitter.com/jckarter/status/846796503775567872
"That at least shouldn't affect your users' download size, then."
Is this only true for store downloads? Because the majority of our apps is delivered simply by a website download through the device via Enterprise certificates.
If you're doing direct downloads then there's no reason to be building with bitcode enabled, and so the size increase should not affect you at all.