After Iszi's answer helped I decided to have a bit of a look as to how programs register themselves with appwiz. It seems it's in the registry so I found
With a default value of
"%SystemRoot%\System32\msiexec.exe" /f "%1" %*
I'm not sure that the google tols me the
/f is for repair and I guessed that the
%1 is for the msi.
I then found "Apple Mobile Device Support" in
Poking around there I found the path to the msi and created a short cut to
%SystemRoot%\System32\msiexec.exe /f "C:\ProgramData\Apple\Installer Cache\Apple Mobile Device Support 18.104.22.168/AppleMobileDeviceSupport64.msi"
It seems to work well enough so far, I expect a similar process will work for other applications too