Tim Cook at WWDC21 June 7, 2021
Apple on Thursday released a new program for businesses to set up, manage and install software on working iPhones, iPads and Macs.
A product called Business Essentials ranges from $ 2.99 per month to $ 24.99 per month per employee. This allows the supervisor or system administrator to install enterprise programs, set password policies, track or turn off a lost phone or laptop, and provide access to the cloud storage. At more expensive levels, users are given AppleCare credits so they can get repairs at Apple stores.
Apple continues to offer additional services that include periodic subscription to the invoice show as it moves away from device dependencies. The services are the focus of Apple investors who value stability and predictability of recurring earnings, preferring this seasonality of equipment sales.
Apple’s services grew 27% in 2021 to $ 68.4 billion as the company introduced subscriptions such as Fitness + that give users access to a workout video library.
The new product is also a sign of Apple’s increased focus on corporate sales and products that help businesses navigate hybrid work environments. Historically, although Apple has sold to businesses, it has focused development and marketing on consumer goods.
The appeal of the enterprise market is obvious: Google and Microsoft make a lot of money by selling tools and software to businesses and schools. However, Business Essentials is not a direct competitor to their products, as it manages Apple devices.
Apple said Thursday that Business Essentials is integrated with Microsoft Azure and Google Workspace, so employees will be able to log in to their devices through registrations managed by those companies.
The product is a competitor to Jamf and Kandji, which make software called mobile device management that allows businesses to manage Apple’s fleet of phones and computers. Apple says Business Essentials targets smaller customers, primarily those who don’t have dedicated IT departments.
Although the product does not currently limit the number of users it supports, Apple said it is designed for businesses with less than 500 employees.