Apple Business Manager

Apple Business Manager is a web-based portal that allows organizations to purchase apps in volume, distribute them to employees, and manage Apple devices across the organization. It serves as the central hub for IT administrators to handle app licensing, device enrollment, and content distribution at scale.

Key Capabilities

• Volume app purchasing - buy app licenses in bulk and assign them to employees or devices
• Managed distribution - push apps silently to managed devices without requiring user interaction
• Device enrollment - automatically enroll new Apple devices into the organization’s mobile device management (MDM) system
• Custom app access - receive and distribute custom apps built exclusively for the organization
• Content management - distribute books and other content to employees

How It Works with Apps

Organizations can purchase public App Store apps in volume and assign licenses to specific users or devices. When combined with an MDM solution, apps can be installed automatically on managed devices. Apple Business Manager also supports custom apps that are not publicly listed on the App Store, enabling developers to build and distribute apps exclusively for a single organization.

Who Uses It

Apple Business Manager is used by companies, schools (through Apple School Manager, a related portal), government agencies, and other organizations that need centralized control over their Apple device fleet and the apps installed on those devices.