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Apple Business Manager (ABM)
Company iPhones, iPads and Macs can be managed centrally and set up without manual work – via Apple Business Manager. What is practical during setup becomes a mandatory task when retiring devices: devices that are still tied to your organization can hardly be reused. As of: 10/2026.
In brief
Apple Business Manager (ABM) is a free web portal from Apple with which companies centrally control their Apple devices, apps and managed accounts. Devices are automatically assigned to a mobile device management solution and set up with the company settings at first start. Before sale or return, devices must be released in Apple Business Manager, otherwise they remain tied to the organization.
What is Apple Business Manager?
Apple introduced Apple Business Manager in 2018. It combined the former Device Enrollment Program (DEP) and the Volume Purchase Program (VPP). Automated device enrollment, formerly called DEP, is now called "Automated Device Enrollment".
Since April 14, 2026, Apple has continued Apple Business Manager together with Apple Business Essentials and Apple Business Connect under the name "Apple Business". New is, among other things, built-in device management. The familiar device enrollment functions remain in place (as of 10/2026).
How device enrollment works
| Function | What it does |
|---|---|
| Automated Device Enrollment (formerly DEP) | Devices purchased via Apple or participating resellers appear automatically in the portal and are assigned to an MDM server |
| Manual addition | Other devices can, under certain conditions, be added afterwards with Apple Configurator |
| Supervised mode | Enrolled iPhones and iPads are supervised and can be controlled more extensively |
| Apps and Books | Central purchase and distribution of licenses |
| Managed accounts | Apple accounts owned by the company |
The actual control of the devices is handled by a solution for Mobile Device Management (MDM), such as Microsoft Intune or another system. Apple Business Manager ensures that a device lands at this MDM again after every reset.
What to note when retiring devices
It is precisely this binding that becomes a problem at sale. A device that is still registered in Apple Business Manager reports to the company MDM again after a reset. It is therefore not usable for a new owner. Before handover, three steps are therefore needed:
- Release the device in Apple Business Manager: The release permanently removes the device from the organization.
- Remove the device from the MDM: Profiles and management rights are revoked.
- Remove Activation Lock: If Find My is active with an Apple account, the Activation Lock remains. For supervised devices, the MDM can usually remove it.
Data erasure with documentation follows next. A reset alone provides no proof for each device. How to make iPads and tablets ready for sale is shown in the guide Selling tablets: iPad and MDM.
Rule of thumb: a company iPhone is only ready for sale when it has been released in Apple Business Manager, removed from the MDM and is free of Activation Lock.
Apple devices at Second IT
Second IT erases smartphones, tablets and laptops software-based with Blancco and issues a digitally signed erasure certificate for every device. Devices that are still tied to an organization can only be remarketed to a limited extent. Plan the release before pickup. More on certified data deletion.
Frequently asked questions about Apple Business Manager
What is the difference between Apple Business Manager and DEP?
DEP was the former program for automated device enrollment. Since 2018 it has been part of Apple Business Manager and is called Automated Device Enrollment there. Since April 2026 the portal has operated under the name Apple Business.
Does Apple Business Manager cost anything?
The portal itself is free. Costs arise for the MDM solution, unless you use the built-in management of Apple Business, and for purchased apps.
What happens if I do not release a device?
The device remains assigned to the organization and reports to the company MDM again after a reset. A buyer cannot then set it up freely. This lowers the resale value significantly.
What is Activation Lock on company iPhones?
Activation Lock remains if Find My is active with an Apple account on the device. Without removal, no new owner can set up the device. For supervised devices, the MDM can usually remove it. Clarify this before handover.
Is a reset enough to sell a company iPad?
No. If the device is still registered in Apple Business Manager, it reports to the company MDM again after the reset. It must be released there and removed from the MDM. In addition, a reset alone lacks an erasure certificate for each device.
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