Apple has introduced Apple Business, a new unified platform that brings together its enterprise tools under a single system. Launching on April 14 in over 200 countries, the update removes subscription fees for core mobile device management features that were previously part of Apple Business Essentials.
This change means businesses can now manage Apple devices, users, apps, and branding from one dashboard without paying for basic device management. The platform replaces Apple Business Essentials, Apple Business Manager, and Apple Business Connect, with existing data and accounts automatically migrating at launch.
Apple Business combines device management, employee management, brand tools, and support into a single interface. Administrators no longer need to switch between multiple portals to configure devices, assign apps, or manage company information across Apple services.
Device management is now built directly into the platform at no cost. Apple has introduced Blueprints, which allow IT teams to preconfigure device settings, security policies, and apps before deployment. When devices are purchased through Apple or authorized resellers, this enables zero-touch setup so employees can start using them immediately.
The platform also expands identity management. Businesses can create Managed Apple Accounts automatically through integrations with services like Google Workspace and Microsoft Entra ID. Apple has added custom roles for more precise access control, along with expanded Admin APIs for reporting and large-scale deployments.
Apple Business also includes built-in email, calendar, and directory services with support for custom domains. These tools allow organizations to manage communication and collaboration directly within the platform.
Brand management features from Apple Business Connect are now part of the same system. Businesses can control how their name, logo, and location details appear across Apple Maps, Wallet, Mail, and other services. This includes enhanced place cards, custom actions such as booking or ordering, and branding for Tap to Pay on iPhone.
Apple is also introducing advertising in Apple Maps. Starting this summer in the United States and Canada, businesses will be able to create ads that appear in Maps search results and suggested places. Apple states that its privacy approach keeps user data on-device and does not link ad activity to Apple Accounts.
While the platform is free to use, Apple continues to offer paid upgrades. Businesses can purchase additional iCloud storage beyond the included 5GB per user, and AppleCare+ for Business is available as an optional subscription for device support and coverage.
