having the store version and development version installed side by side on my iphone device

I have an iphone app in App Store, its installed on my device for demonstrations. I'm also developing the next version and need to see how it runs on my device, not just in simulator, but when connecting the device for debug with xcode, the store version get's overwritten. This behavior results in multiply uninstall & install of the application from the store which is bad for app rating (apple algorithm takes uninstall into account).

Is there a way to have both version running on the same device?