What is Apple Business Manager? Benefits, Features, and Best Practices

As businesses are increasingly depending on Apple devices for daily operations, managing them effectively has become a high-stakes mission like a Mission: Impossible operation, where precision and coordination are key. Apple Business Manager (ABM) offers a simple, yet powerful way to handle everything from device setup to content distribution, making it easier for IT teams to stay on top of their Apple ecosystem. When paired with a robust MDM like Scalefusion, it’s a game-changer for organizations looking to keep their Apple devices secure, well-managed, and hassle-free.

Let’s explore everything you need to know about Apple Business Manager in 2025, including its key features, best practices, and how it can help you optimize your Apple device management.

What is Apple Business Manager?

What is Apple Business Manager?

Apple Business Manager is a free, web-based platform provided by Apple that empowers businesses to automate and simplify the deployment and management of Apple devices. It combines the functions of Apple’s previous Device Enrollment Program (DEP) and Volume Purchase Program (VPP) into a single portal. 

Initially launched in 2018, Apple Business Manager has steadily evolved, introducing tighter integrations, more flexible enrollment options, and expanded support for identity providers like Microsoft Entra ID. In 2025, Apple Business Manager remains central to Apple’s strategy for enterprise device management.
With Apple Business Manager, organizations can:

• Automate Device Enrollment: Automatically enroll devices into an MDM solution without manual intervention.
• Distribute Apps & Books: Purchase and distribute apps and books in bulk to devices or users.
• Manage Apple IDs: Create and manage Managed Apple IDs for employees to access Apple services securely.

What is the Relationship Between Apple Business Manager (ABM) and MDM?

Apple Business Manager (ABM) and Mobile Device Management (MDM) work together to provide a streamlined solution for managing Apple devices in businesses. While each serves a distinct role, their relationship is important to ensure smooth operations, security, and efficiency across an organization’s Apple ecosystem.

Here’s how they complement each other:

1. Automated Device Enrollment: One of the core features of ABM is its ability to automate device enrollment. When devices are activated, they automatically join your MDM system. This zero-touch deployment minimizes the need for IT intervention and ensures all devices are configured correctly from the start.
   
2. Bulk App and Content Distribution: ABM allows businesses to purchase apps and content in bulk. These can then be automatically assigned to users or devices through the MDM system. This integration eliminates the need for manual app installation and ensures all devices have the right resources.
   
3. Creating Managed Apple IDs: ABM enables organizations to create Managed Apple IDs for employees. These IDs are linked with the MDM system, allowing businesses to control access to corporate apps and data. This integration helps maintain a secure and organized environment by keeping work and personal data separate.
   
4. Device Supervision for Greater Control: ABM allows businesses to supervise their devices from the moment they are set up. Once the devices are enrolled into the MDM system, supervision continues, giving IT teams the ability to enforce policies, track device compliance, and apply restrictions to ensure security and consistency across devices.
   
5. Ongoing Management and Security: While ABM handles the initial setup and provisioning, MDM takes over for day-to-day device management. This includes ongoing monitoring, enforcing security policies, providing remote support, and making real-time adjustments to device configurations.

Together, ABM and MDM form a powerful duo. ABM sets the stage by automating device enrollment and content distribution, while MDM ensures ongoing management, security, and compliance. The relationship between ABM and MDM makes Apple device management simpler, more secure, and far more efficient.

Benefits and Features of Apple Business Manager in 2025

Zero-Touch Deployment

When devices are ordered from Apple or trusted sellers, they automatically connect to your MDM system as soon as they’re turned on. This means IT teams don’t have to manually set up each device, saving a lot of time and effort. It’s an easy, hands-off way to get devices ready for use.

Managed Apple IDs

Companies can create and control Apple IDs for their employees, keeping personal and work data separate. These Managed Apple IDs are also safer because they follow company security rules. They can also work with identity services like Microsoft Entra ID and Google Workspace, making it easier for employees to log in.

Simplified Device Management

When businesses buy devices, they can instantly assign them to the MDM system. This means IT teams can set up devices from anywhere, without being physically present. Everything from security settings to apps is managed from one easy-to-use interface, making the whole process smoother.

Better Support for Hybrid and Remote Work

With Apple Business Manager, remote workers can easily get started. When they receive their devices, they can open the box, turn them on, and the device automatically connects to the company’s system. IT doesn’t need to do anything, which makes the setup much faster and simpler.

Bulk App and Content Distribution

Apple Business Manager helps businesses distribute apps, books, and custom content to many devices at once. This is especially useful for large teams or organizations, as it saves a lot of time compared to sending content to each device one by one.

BYOD Support

Apple Business Manager now makes it easier for companies to manage devices that employees bring from home (BYOD – Bring Your Own Device). It creates a clear separation between personal and work data on iPhones, iPads, and Macs, ensuring employees’ privacy while still allowing the company to apply security rules.

API Enhancements

Apple Business Manager has been updated to allow better communication with MDM systems. This means that everything works in real-time, so syncing information, generating reports, and enforcing company policies happen much faster and more smoothly.

Expanded Identity Provider Support

Apple Business Manager now works with more identity providers, like Microsoft Entra ID and Google Workspace. This makes it easier to manage employee logins and accounts, especially if a company is already using these services for other tools.

Streamlined macOS Enrollment

Setting up Mac devices has become much easier. There are new ways to get Macs into the system, and the devices themselves can check if they’re following company rules. This helps make sure that all devices stay secure and compliant without needing constant checks from IT.

How to add a device to Apple Business Manager: Step-by-Step Guide

1. Create an Apple Business Manager Account

• Go to the Apple Business Manager website and sign up.
• Provide your D-U-N-S number and business details to complete the registration process.

2. Verify Your Domain

• Add a TXT record to your DNS settings as instructed.
• Complete the domain verification process in the Apple Business Manager portal to ensure the domain is valid.

3. Add Administrators and Users

• Assign roles like Administrators, Managers, and Staff to manage access.
• Invite users and create Managed Apple IDs to keep work and personal data separate.

4. Link Apple Business Manager to Your MDM Solution

• Download the server token from Apple Business Manager.
• Upload the token into your MDM solution (like Scalefusion) to enable device management.

Types of Device Enrollment in Apple Business Manager

Apple Business Manager offers three primary methods for enrolling devices:

1. Automated Device Enrollment

• Devices are automatically enrolled during the initial setup.
• Ideal for corporate-owned devices, ensuring smooth deployment.
• Supports supervision and mandatory MDM enrollment.

2. Manual Enrollment

• This method is used for devices that weren’t purchased through authorized resellers.
• Admins manually enroll these devices using Apple Configurator.

3. User Enrollment (BYOD)

• Balances user privacy while providing businesses with control over corporate policies.
• Enhanced in 2025 to offer better separation between personal and work data.

Best Practices for Using Apple IDs in Apple Business Manager

1. Always Use Managed Apple IDs for Work Devices

Managed Apple IDs provide better control over company data and ensure that security and privacy policies are enforced. This helps maintain a clear separation between work and personal information, ensuring company data remains secure.

2. Link Managed Apple IDs to Your Organization’s Identity Provider

To make user management easier, connect Managed Apple IDs with your organization’s identity provider, such as Microsoft Entra ID or Google Workspace. This allows for smoother login experiences, easier access management, and better integration with enterprise tools.

3. Educate Employees on the Importance of Keeping Work and Personal Accounts Separate

It’s essential to inform employees about the risks of mixing personal and work data. Ensuring that work devices use Managed Apple IDs helps keep everything secure and organized. Employees should understand that maintaining this separation is crucial to prevent data leakage or privacy issues.

4. Use MDM Solutions for Ongoing Management of Managed Apple IDs

Integrating MDM solutions like Scalefusion with Managed Apple IDs allows for continuous oversight and management of devices. With Scalefusion, you can apply and enforce security policies, track device compliance, and remotely manage devices tied to Managed Apple IDs. This ensures that all devices remain in line with company standards and regulations, offering a unified, streamlined approach to device management.

How to Integrate Apple Business Manager with Scalefusion MDM?

Step 1: Log in to Scalefusion

• Navigate to the Apple Setup section.

Step 2: Upload Apple Business Manager Server Token

• Download server token from Apple Business Manager.
• Upload it in Scalefusion.

Step 3: Assign Devices in Apple Business Manager

• Select devices.
• Assign them to Scalefusion as the MDM server.

Step 4: Configure Enrollment Profiles

• Create enrollment profiles in Scalefusion.
• Push them to newly enrolled devices.

Want to see it in action? Try Scalefusion with Apple Business Manager today!

Common Challenges in Apple Business Manager and How to Fix Them

1. Devices Not Appearing in Apple Business Manager

• Ensure devices were purchased from authorized resellers.
• Link reseller ID to Apple Business Manager account.

2. Sync Issues Between Apple Business Manager and MDM

• Check if server tokens have expired.
• Refresh tokens and verify connectivity.

3. Apple Business Manager Enrollment Errors

• Ensure domain verification is complete.
• Confirm devices meet eligibility criteria.
• Review network and firewall settings.

4. User Enrollment Conflicts

• Educate users on Managed Apple ID vs Personal ID.
• Use MDM restrictions to enforce correct enrollment.

Why is Apple Business Manager Essential for 2025?

Apple Business Manager remains an indispensable tool for businesses using Apple devices in 2025. With zero-touch deployments, simplified identity management, and seamless MDM integration, Apple Business Manager empowers IT teams to manage fleets of iPhones, iPads, and Macs with ease.

When paired with Scalefusion MDM, organizations unlock even greater efficiency, security, and scalability in their Apple device operations.

FAQ’s

1. Is Apple Business Manager free to use?

Yes, Apple Business Manager is free for eligible businesses.

2. Can Apple Business Manager work without an MDM?

No. Apple Business Manager requires an MDM solution like Scalefusion to manage devices.

3. Does Apple Business Manager support BYOD?

Yes, through User Enrollment 2.0, supporting privacy-preserving management of personal devices.

4. How to migrate existing devices to Apple Business Manager?

Devices purchased through authorized resellers can be retroactively added if they meet eligibility.

5. Is Apple Business Manager available globally?

Yes, Apple Business Manager is available in most countries where Apple products are sold.

What is the Cost of Apple Business Manager?

Apple Business Manager (ABM) is a free service provided by Apple for businesses and organizations. There are no subscription fees or setup costs to create and use an ABM account. However, while ABM itself is free, you may incur costs when integrating it with other solution.