Apple Launches 'Apple Business' With Free Device Management and Maps Ads

Apple is consolidating its enterprise tools into a new platform called Apple Business, replacing Apple Business Essentials, Apple Business Manager, and Apple Business Connect as its unified business platform. The new suite launches next month and introduces a single dashboard for device deployment, employee accounts, and brand management across Apple services.



For existing customers, the biggest change is pricing. Apple is removing the monthly fee for core device management features that were previously tied to Business Essentials. Starting April 14, those tools are free. This gives IT teams a way to manage their hardware fleet without added overhead. The system relies on a feature called Blueprints. It lets administrators assign specific apps, security settings, and permissions to different groups of employees. When paired with hardware bought directly from Apple or an authorized reseller, Blueprints enables zero-touch deployment so new Macs and iPhones are configured right out of the box.


The platform also emphasizes data security through Managed Apple Accounts. This setup keeps corporate data cryptographically separated from an employee's personal files on the same device. To speed up onboarding, the system integrates with external identity providers like Google Workspace and Microsoft Entra ID to automatically generate those accounts for new hires. Larger organizations get API access to audit logs, user data, and service metrics to handle mass deployments.



Apple is also extending the platform into day-to-day workplace tools. The new portal includes built-in email, calendar, and directory services, along with features like calendar delegation and a company directory with contact cards. Companies can use existing custom domain names or buy new ones directly through the Apple interface. There is also a new companion app for employees that acts as a central workplace hub. Staff can use it to install approved corporate apps, look up coworkers in the directory, and submit IT support requests from their phones. The Apple Business companion app, along with email, calendar, and directory features, requires devices running iOS 26, iPadOS 26, or macOS 26.

For public-facing identity, Apple Business absorbs the brand management tools from Business Connect. Companies can control how their logos and store details appear across Safari, Spotlight, and Maps. Businesses can also add custom action buttons to their location cards, letting customers book a reservation or place an order with a tap. That integration extends beyond search. Verified logos will show up on order tracking pages in Wallet, on emails in iCloud Mail, and on the payment screen when merchants use Tap to Pay on iPhone.



Apple is also giving local businesses a new way to advertise. Starting this summer in the United States and Canada, companies can buy sponsored listings directly through the Apple Business dashboard. These ads can appear at the top of Apple Maps search results based on relevance and in a new Suggested Places section that highlights trending locations and recent activity. Apple says the ads follow its privacy model, with data remaining on-device, not linked to a user's Apple Account, and not shared with third parties. Advertisers who already use Apple Ads will still have the option to book placements through their existing portal if they need more campaign customization.


Apple Business launches globally in over 200 countries and regions on April 14. While the core device management and branding tools are free, Apple is keeping paid tiers for extra resources. Companies can buy upgraded iCloud storage starting at $0.99 per user per month for up to 2TB. Hardware protection via AppleCare+ for Business is also available as an add-on, starting at $6.99 a month per device, or $13.99 to cover up to three devices for a single employee.

Current Business Essentials customers will see their monthly billing for device management stop automatically after April 14. Existing data from the outgoing portals, including claimed locations and organization details, will migrate over to the new platform at launch.