Wat is Apple Business Manager

Apple Business Manager (ABM) is a web-based portal that enables organizations to efficiently deploy and manage Apple devices, apps, and content at scale. It acts as the central hub for IT administrators to oversee corporate-owned iPhones, iPads, Macs, and Apple TVs. ABM integrates directly with Mobile Device Management (MDM) solutions, allowing devices to be automatically enrolled, configured, and supervised during the initial setup. This streamlines the onboarding process for end users and ensures that every device is aligned with organizational policies from the moment it is turned on.

In addition to device enrollment, ABM provides access to the Apps and Books Store, allowing organizations to purchase and distribute applications and content in bulk. Licenses can be assigned to users or devices and reassigned as needed, enabling cost-effective and flexible app management across the enterprise. ABM also supports integration with identity providers such as Microsoft Entra ID (formerly Azure AD) to manage user roles, account provisioning, and access control.

Short History on Apple Business Manager

Apple introduced Apple Business Manager in June 2018 as a unified successor to the Device Enrollment Program (DEP) and the Volume Purchase Program (VPP). Prior to ABM, organizations had to use separate portals to manage device enrollment and app licensing. With ABM, Apple consolidated these functions into a single streamlined platform, simplifying administration and improving scalability.

Since its launch, Apple has continued to evolve ABM with additional features, including federated authentication, improved role management, and tighter integration with third-party MDM and identity providers. In 2019, Apple officially retired the standalone DEP and VPP portals, fully transitioning organizations to the ABM platform for centralized Apple device management.

Core Capabilities of ABM

ABM supports zero-touch deployment through its integration with MDM, enabling IT to automate the setup and supervision of Apple devices without physically handling them. This includes pre-assigning devices to MDM servers and applying default configurations, apps, and restrictions during setup.

Through the Apps and Books functionality, ABM allows administrators to acquire App Store apps and third-party content using organization-owned licenses. These licenses can be dynamically reassigned, ensuring efficient resource use and simplifying compliance.

ABM also provides administrative role delegation, account management, and integration with identity providers, allowing organizations to manage users and devices in line with enterprise identity and access policies.

Conclusion

Apple Business Manager is the foundation of enterprise Apple device management. By combining automated enrollment, app and content licensing, and identity integration into a single platform, ABM empowers organizations to manage Apple devices efficiently and securely. Whether deploying ten devices or ten thousand, ABM ensures consistency, scalability, and a seamless experience for both IT administrators and end users—making it a cornerstone of Apple deployments in the enterprise and education sectors.

‍