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I thought JAMF was Apple Only Ecosystem as well. So it's a lateral movement from the perspective of heterogeneous set of devices, but if you had to go with Apple or third party, given the same features and limitations, most would go first party.

Not necessarily true, if a small business wants to keep MDM simple, they could adopt Apple's Business Essentials to get a lot of value quickly. These small businesses may like paying for apple care and MDM in a single payment rather than paying two separate companies.

You're correct in that large businesses have heterogeneous devices and JAMF will still be relevant there.

JAMF is Apple only.