Apple has introduced Apple Business, a new platform that consolidates several existing enterprise solutions into a single system. The goal is to significantly simplify the management of devices, employees, and customer interactions within the Apple ecosystem. The solution is designed for businesses of all sizes and combines administration, productivity, and communication in a centralized interface.
Previously, Apple's business services were spread across several offerings, including Apple Business Essentials, Apple Business Manager, and Apple Business Connect. This structure introduced additional complexity, particularly in managing and integrating different functions.
Apple Business fundamentally changes this approach. The new platform completely replaces previous solutions and consolidates their functions into a single system. Existing data and settings are automatically migrated, ensuring a seamless transition.
Central platform for administration and organization
At the heart of Apple Business is a central user interface that manages devices, users, apps, and internal processes. This gives companies unified control over their entire infrastructure within the Apple ecosystem.
A key component is the integrated Mobile Device Management (MDM) function. This allows for the centralized configuration and management of device settings, security policies, applications, and user groups.
Additionally, a dedicated Apple Business app is available. Employees can use it to:
- Install work-related apps
- access contact details of colleagues
- Submit support requests
Zero-touch deployment with blueprints
With its "Blueprints" feature, Apple introduces a way to configure devices in advance. Administrators can specify which settings and apps should be present on a device.
In combination with zero-touch provisioning, this means:
- The devices are ready for immediate use after unpacking.
- No manual setup by IT or staff required
- standardized configuration across all devices
This feature is available for devices purchased directly from Apple or authorized resellers.
Managed Apple Accounts and Data Security
A key element of Apple Business is Managed Apple Accounts. They ensure a clear, cryptographically secured separation between personal and business data. This makes it possible to:
- to use one device for both private and professional purposes
- Keeping company data protected
- To avoid data mixing
Setting up these accounts can be automated. Apple supports integrations with identity providers such as Google Workspace and Microsoft Entra ID.
User management and technical interfaces
The platform offers extensive options for organizing users. These include:
- Creation of user groups
- Assignment of roles and permissions
- Centralized app distribution via the App Store
For larger organizations, Apple also provides an Admin API. This allows access to:
- Device data
- User information
- Audit records
- MDM services
This allows the platform to be integrated into existing IT systems and used for large-scale deployments.
Integrated communication and productivity services
Apple Business also includes its own tools for internal communication and organization. These include:
- Email services
- Calendar functions, including delegation
- Business directories with personalized contact cards
These services can be linked to your own domain. Alternatively, you can register a new domain directly through the platform.
Enhanced features for customer interaction
In addition to internal management, Apple places great emphasis on a company's external image. Apple Business allows for the centralized control of brand presence and customer communication. Its features include:
- Brand profiles with logos and company information
- Customizable location maps in Apple Maps
- Integration of photos, opening hours and actions such as orders or reservations
Additionally, the platform offers analytics functions. These show how users find and interact with locations.
The brand communication will also be extended to other Apple services:
- Mail app and iCloud Mail
- Order tracking in Apple Wallet
- Display of branding during payments via Tap to Pay on the iPhone
New advertising opportunities in Apple Maps
Apple is also planning a new advertising feature related to Apple Maps. Businesses will be able to create ads that:
- be highlighted in the search results
- within the "Suggested Places" function
The launch of this feature is planned for the summer, initially in the USA and Canada.
Availability and pricing structure
Apple Business will be available in more than 200 countries and regions starting April 14. Using the platform is generally free. Key points regarding the pricing structure:
- No more monthly fees for device management
- optional paid additional services such as iCloud storage
- AppleCare+ remains available as a paid add-on.
- Some features are regionally restricted.
Conversion of existing services
With the introduction of Apple Business, the previous platforms will be discontinued:
- Apple Business Essentials
- Apple Business Manager
- Apple Business Connect
Existing data, including account information and location data, will be automatically migrated to the new platform. Existing users will not need to make the switch.
Apple Business as a central enterprise platform
Apple Business brings together all essential business functions within the Apple ecosystem into a single platform for the first time. The combination of device management, user organization, productivity tools, and customer interaction reduces complexity and creates a unified structure.
With its free basic version and extended features for administration and marketing, Apple Business positions itself as a comprehensive solution for companies that want to centrally manage their processes and simultaneously expand their presence in the Apple ecosystem. (Image: Apple)
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