Apple embraces the enterprise from a distance
None of the recent changes Apple made in the enterprise were born out of necessity. Almost everything Apple does for SMBs and their employees flows through its devices, applications and the platforms that power them. The company simply doesn't have to appease CIOs directly, and it knows it. While support information is readily available for IT staff to review and follow, the entire process, from procurement to deployment and management, is generally self-serve, according to Jensen.
"Apple is so used to consumers, or they don't care [about enterprise], because they don't have to," she says. "They're thinking the consumers that then come to work for you will push so hard that you'll end up going down that path."
Jensen says IT wants to understand how to work with Apple to make its devices fit in their existing environments. "You want these companies to help you," Jensen says. "If they want their devices to come into your space, they need to help you, and listen, and understand all the different things that has to play with it."
Unfortunately, Apple doesn't play that game. When the company killed its Xserve enterprise server in late 2010, it "pretty much announced to the world that they didn't care about the enterprise anymore," Gette says.
Apple could design more enterprise-specific hardware or services to build relationships in the business world, but in most cases it simply doesn't bother, according to Gette. A full five years after the first iPads began creeping into the workforce, little has changed for CIOs who want to support Macs and iOS devices, at least on Apple's end.
CIOs that can't afford, or simply don't need, 10,000 iPads would like their experiences with Apple to feel more like partnerships, but the reality is there's little chance of that happening anytime soon.
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