The challenge for Apple is going to be their unwillingness to integrate with others. Business Manager only integrates with MS Azure Active Directory for IAM. The vast majority of small business do not have Azure Active Directory. They either have nothing, or they have Google Workspace.

Apple needs to not just launch a competitor for AD. They need to properly support integrated directory services with a broader range of systems.

Aside from that, they don't have an endpoint security solution, which is a necessary part of this package, ultimately, if they care going to replace JAMF, who is the real target/loser here.

If Apple can do those two things... well... I'd switch in a heartbeat. Why? Well, their support story is going to be way better than JAMF. Also, I hate having multiple vendors when I can have just one.

For those saying that Apple has no room left to grow... I expect this isn't the end of this for Apple going after business users. They need to roll Claris into the mix, stop acting like Numbers is a spreadsheet, and finally launch a cloud platform.

There's many billions for them to make here.