Apple Business Manager (ABM)

Apple Business Manager (ABM) is a free, web-based portal by Apple that allows companies and organizations to centrally manage their Apple devices, Managed Apple Accounts, and purchased apps. ABM is not an MDM solution in the traditional sense, but rather the foundation on which an MDM solution can build. The portal links purchased devices to the organization and enables their automatic enrollment into a connected MDM system. Since April 2026, Apple Business Manager has been continued as part of the new, consolidated Apple Business platform.

The central mechanism of ABM is Automated Device Enrollment, or ADE for short. Devices purchased through Apple or an authorized reseller automatically appear in the ABM portal and are connected directly to the linked MDM system when first powered on. Setup runs completely without manual configuration, as the device contacts Apple's servers on startup, retrieves the stored MDM configuration, and automatically installs all defined settings and apps.

A typical use case is schools and school districts that need to deploy large quantities of iPads and MacBooks for students each year. Thanks to ABM, a new device can be shipped directly from the supplier to the school — or even to a student's home — and is ready to use immediately after first boot, without the IT department ever having to touch the device beforehand. Companies with distributed teams benefit equally, as new employees receive their Apple device fully pre-configured.

A key advantage of ABM, beyond the time savings, is the permanently secured control over company-owned devices. Through Managed Apple Accounts, app licenses can be purchased and assigned to devices centrally, without being tied to personal Apple IDs. When an employee leaves the company, licenses can simply be reassigned. In addition, supervision through ABM prevents users from removing the MDM profile on their own.

Apple Business Manager reaches its full potential in combination with an MDM solution, which builds on this foundation to handle the ongoing configuration and policy enforcement of all Apple devices.