Apple has introduced a new enterprise-focused platform called Apple Business, bringing together device management, communication tools and customer-facing brand features into a single system for organisations.
The free service will be available from April 14 in more than 200 countries and regions, Apple said. The platform brings together features previously available across services such as Apple Business Essentials, Apple Business Manager and Apple Business Connect.
“We’ve unified Apple’s strongest business offerings into one simple, secure platform, delivering key features for organisations at every stage and in every sector, including built-in device management, collaboration tools and additional ways to reach new customers,” said Susan Prescott, Apple’s vice-president of enterprise and education marketing, in a statement.
In the US, many large companies and brands already use Apple Business Manager and Apple Business Connect. Bringing these tools together on a single platform is expected to simplify workflows. The opportunity may be larger for Apple in countries such as India, both for large and small organisations. Larger organisations can benefit from features such as zero-touch deployment, account management and APIs, while smaller ones may gain from the broader set of tools the platform offers.
One of the central elements of the new platform is built-in mobile device management (MDM), allowing organisations to configure and oversee Apple devices from a single interface.
The system introduces Blueprints, essentially preset configurations for devices. These enable businesses to deploy hardware with preloaded settings, apps and security controls, reducing manual setup. This approach may particularly benefit smaller organisations without dedicated IT teams.
An Admin API is included for larger deployments, offering access to device, user and audit data.
Apple Business also supports automated account creation through integrations with identity service providers such as Google Workspace and Microsoft Entra ID. This enables companies to assign roles, distribute apps and manage employee access with fewer manual steps.
Some large organisations may not want to recreate accounts within Apple’s system if they already have a central source of truth. These organisations can link their identity providers, allowing for automatic account creation within Apple Business. For example, if an account flow changes within Microsoft, it will be reflected automatically in Apple Business, helping to simplify the overall management process.
Alongside device management, Apple is entering a more crowded space with integrated email, calendar and directory services tied to custom domain names.
Businesses can either use an existing domain or purchase one through the platform. The tools include features such as calendar delegation and internal directories, positioning Apple Business as an all-in-one setup for companies starting from scratch or looking to simplify existing systems.
Another component of Apple Business is the integration of brand and location management tools previously found in Apple Business Connect.
Companies can manage how their information appears across Apple services, including Maps and Wallet. This includes editable place cards with business details, images and offers, as well as showcases for promotions.
The platform also provides analytics on how users discover businesses through Apple Maps, including searches and interactions.
A key part of the announcement is that the new platform will allow businesses in the US and Canada to place ads within Apple Maps “during key search and discovery moments”, starting this summer.
These ads will appear at the top of a user’s search results and within a new Suggested Places experience, and will be clearly marked.
Apple said that user location and the ads users see and interact with in Maps are not associated with a user’s Apple Account. The data remains on the user’s device, is not collected or stored by Apple, and is not shared with third parties.
As a free service, the platform is expected to see uptake in the US and, importantly, in markets such as India. With access to more insights and improved visibility, more organisations may be encouraged to adopt it. For example, it could help users find directions more easily or enable features such as booking a table at a business.
Once the platform goes live, Apple Business Essentials, Apple Business Manager and Apple Business Connect will be discontinued.
Customers using Business Essentials will no longer be charged for device management after the transition.
Some features — including the companion app and communication tools — will require the latest operating systems, namely iOS 26, iPadOS 26 and macOS 26.
Existing Business Connect data — including claimed locations, place card information, photos, organization information, account details, and more — will automatically migrate to Apple Business at launch.