Why MSPs Can’t Afford to Ignore Apple Devices

COMMENTARY: Apple devices are everywhere now, and businesses can’t afford to overlook that. More employees are choosing Macs and iPhones for work, and that preference is only gaining momentum. It’s time for MSPs to catch up. Managing Apple devices isn’t as complicated as many assume - it’s just a different approach. Most MSPs already have the foundation; they just need to apply it. Embracing Apple management isn’t extra work; it’s a smart move to stay relevant and grow while others hold back.

Managed service providers (MSPs) have long centered their business around Windows PCs. But the tide is turning, and MSPs who focus solely on PCs risk missing out on one of the fastest-growing segments of the market: Apple devices. From Macs to iPhones and iPads, Apple adoption in small- and medium-sized businesses (SMBs) is surging, creating a lucrative opportunity that MSPs can no longer ignore.

Many MSPs hesitate to support Apple devices for a few key reasons. Some simply don’t recognize the sheer scale of the Apple business boom. Others assume that managing Macs and iOS devices is too complex, requiring specialized expertise that their teams don’t have. Still others believe Apple’s built-in security features make managed services unnecessary. Each of these assumptions is outdated—and costly.

The Apple Opportunity Is Real

IDC predicts a 20% increase in business use of Macs, while companies like Cisco, which give employees device choices, report that nearly 60% of new hires are choosing Macs over PCs, and 65% of existing workers switch to Apple. Employees increasingly prefer Apple devices for their performance, reliability, and ecosystem integration, which in turn drives SMBs and enterprises to adopt them more broadly.

For MSPs, the business case is compelling. Firms offering Apple device management services frequently charge significantly more than PC-only service providers—sometimes double the monthly fees—while also tapping into a rapidly expanding customer base. Ignoring Apple means leaving revenue and growth potential on the table.

Cybersecurity Demands Are Driving Urgency

Apple devices were once seen as virtually immune to malware, but that perception no longer holds. Malware targeting Macs has surged by 50% since 2023, and AI-driven threats are increasing the stakes for businesses. From ransomware attacks to phishing campaigns, Apple users are now high-value targets. And considering that, often, senior-level people in an organization are also Apple users, this makes the target even more compelling. It also makes proactive management and security services essential.

MSPs that integrate Apple management into their cybersecurity offerings can differentiate themselves by providing:

By positioning themselves as trusted partners for Apple security, MSPs can help clients mitigate risk while generating recurring revenue streams.

Translating Windows Expertise to Apple Management

For MSPs who’ve historically focused on Microsoft, the expansion to Apple can feel like unfamiliar territory. A common concern for MSPs is the learning curve associated with Apple device management. While there are differences between Apple and Windows environments, the foundational knowledge MSPs already have translates more than they might think. Core principles such as endpoint management, user support, and security compliance apply across platforms.

For instance, Windows Group Policies are similar to Apple Configuration Policies, which allow MSPs to enforce security settings, manage applications, configure network settings, and more across all enrolled Apple devices. In addition, Microsoft Intune’s Autopilot, which provides a Zero Touch experience enabling remote setup and configuration of Windows devices, is akin to Apple’s Zero-Touch Automated Device Enrollment (ADE).

Modern Apple device management platforms also help make the transition straightforward. They allow MSPs to:

In some cases, MSPs can even manage Apple and Windows devices through the same dashboards, simplifying workflows and leveraging existing expertise.

How to Start Offering Apple Services

Providing Apple device services doesn’t require hiring a team of experts. There are practical steps MSPs can take to begin leveraging the Apple opportunity:

MSPs can no longer treat Apple devices as an optional service line. Customers increasingly expect flexibility in device choice, business adoption of Apple is growing, and security risks are rising. By integrating Apple device management into their offerings, MSPs can capture new revenue, strengthen client relationships, and position themselves as trusted partners in a mixed-device world.

Far from being daunting, managing Apple devices is an opportunity that builds on MSPs’ existing skills and workflows. With the right tools, training, and strategic approach, MSPs can turn Apple support into one of their most profitable and high-value service lines, and differentiate themselves in a crowded MSP market.

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