This link shows a video where an app upgrade is "forced" from within the app itself:
http://buzzworks.de/blog/update-ios-beta-apps-from-within-the-app
The App Store is not called in and it's said to work only for AdHoc apps.
Anyone knows how is this possible?
edit: please give a look to the video before answering. AdHoc apps are signed by the developer and they do not come from the App Store. This sort of forced update is useful when doing beta testing and in enterprise applications.