Why is Apple so quiet about what it offers the enterprise?
I’ve been writing about Apple and how it benefits the enterprise for so long it’s easy to forget that the company doesn’t make enough noise about its accomplishments . Sure, it has pursued and won the argument about Total Cost of Ownership, proving that while initial costs might be higher, dollar for dollar Macs are a far more cost-efficient platform, particularly when it comes to product…
Apple has long been a leader in enterprise technology, with its products offering strong Total Cost of Ownership advantages, reliability, and support. The company has also invested in extensive tools and APIs to facilitate the management of enterprise Macs, creating a robust ecosystem of providers, most notably Jamf. Several Apple products, such as Vision Pro, are already proving valuable in various professional fields, including medical care and prototype design.
Notable success stories include MLX, which is being used to support real-life AI implementations, including by businesses such as Yembo. Furthermore, Apple's mobile enterprise strategy, bolstered by the introduction of Siri AI and third-party AI partners, has become increasingly compelling in recent years. Despite this, Apple has been relatively quiet about its accomplishments in the enterprise sector, with only a few stories featured on its website, many of which are only available in Chinese.
The company has run a high-profile event in Cupertino last June, which gathered leaders from various organizations to discuss their use of Macs in business, including a focus on enterprise AI. However, this event received little coverage due to its semi-public nature. Some have speculated that Apple may not believe in its own enterprise offerings or that it simply prioritizes consumer markets, as evidenced by a small army of business experts available to customers in stores.
Nonetheless, Apple has a proven track record of success in enterprise IT, with numerous corporate clients reporting high satisfaction rates and purchase intent. The company has implemented programs such as Nvidia's Mac-as-choice program, UC-San Diego Health testing Vision Pro in clinical surgical trials, BMW Group deploying iPhones for factory employees, Capital One expanding its "Mac Choice" program, and Crédit Agricole leveraging on-device AI on MacBook Pro to cut regulatory-workflow processing time by over 80%.
Given Apple's advantages in systems for on-device AI and its commitment to privacy, there is significant potential for the company to further celebrate its enterprise successes and invest in storytelling to share these achievements with the industry.
Written by urgent.news from Computerworld's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
