Why isn't Apple attacking the enterprise market?

It is. Macbook are very common in enterprises, as well as iphones (for the mdm features)

What product are you envisioning that Apple doesn't offer? Rackable compute? Not worth their time.

Look at the products they make. They try to make stuff that targets the widest market possible; everybody. They try not to go for niche markets.

Apple used to have some enterprise hardware products, like the XServe (rackmount Mac.) They also had Mac OS Server. They must've had a reason to stop.

Apple is a consumer (or prosumer) company and as of late its mostly into mass marketable products. They are already trying another trajectory, subscription services (targeting a wide market again).

These days and probably for the past 30 years or so, companies want nothing but cheap in up front costs. If they wanted good hardware, mainframes would still be selling very well, much more than now.

At every tech company I've worked at, 99% of the software engineers are using company provided MacBooks (if that counts).

My personal belief: Because the enterprise market, separating as it does the user from the buyer, creates incentives that lead to bad products.

The short answer is: Apple would give away control of their products if they did.

Enterprise/Corporate/Govt all have tedious amounts of niche needs and requirements to endlessly grow.

Can’t find the quote as I’m on my phone, but when a former exec from Apple left and joined a corp, and asked Steve if he wanted to expand to corporate, he said he won’t stop him, but he isn’t going to help him either. (I’m sure I butchered it), but something like that.

Remember, IT = Control.

They do but mostly in their peripherals. The monitors they sell are for the enterprise creative and entertainment industries: https://www.apple.com/shop/buy-mac/pro-display-xdr

Their mainstream prosumer computers are also fine and widely used in many enterprises industries

It is used in enterprise, but it's linked to status. Above a certain level, you don't have to explain that you won't be getting the Windows laptop; it would just be disrespectful.

I guess Apple could afford to buy Oracle.

> […] why isn’t Apple more aggressively attacking the enterprise market?

Apple seems to be doing just fine (including financially) selling widgets to 'regular' consumers. They're already one of the largest companies in the world doing their current strategy: what would they gain from doing "enterprise"?

Further: please define "enterprise market".

Are we talking about hardware like servers? Data storage? Networking? Are you talking about ERP solution? CRM? Supply chain management? Business intelligence / analytics? HRM? Payroll? Identity management? Project management?

* https://en.wikipedia.org/wiki/Enterprise_software

What are the margins on those things? What are the volumes on units? Do you need a sales staff (perhaps working on commission)?

Apple products seem to already be quite popular and in demand, so I'm not sure what 'going after' another market would get them.

Apples products aren't suitable for enterprise. They aren't repairable, aren't easily deployable, they make poor engineering choices which put the integrity of their hardware at risk, they don't run most business software, their security and update posture is a complete joke, they nerf products just to bleed more money out of consumers, they treat their employees and b2b dealings like sht. I can go on, the list is borderline endless with Apple.

Just all round dealing with Apple and their products is a effin nightmare. It's impossible to explain ethics to Apple users too. They literally have their head in the sand. Apples so crap to service and work with its gotten to the point where I just double my rate to 160 an hour if you want to bring an apple device anywhere near me just to discourage it. Please if you have apple take your business elsewhere. But alas they keep coming and I keep replacing macbooks with real work machines.

Apple once bought an enterprise company called NeXT:

https://web.archive.org/web/20011017163151/http://www.apple....

Personally I think they are happy leaving that work to others. It’s dirty, thankless work. Apple is still well represented in every enterprise I’ve ever worked in. But they don’t want to build an AD server that also manages PCs and their commitment to their office suite isn’t about the market penetration that office and Google have with their competing offerings.

But every enterprise is chock full of iPhones and MacBooks, for which they collect very healthy margins.

Because their products are not enterprise-level. I work in a company that provides macbooks to developers and we have over 500 apple silicon macs and managing them is an absolute nightmare.

Hardware is terrible quality, they have so many issues with faulty screens and charging and every time you have to send one back to Apple via a reseller it takes weeks and the fix cost is usually not worth it, so we have to write them off before they depreciate. Intel Macs often have issues triggering the installation for some reason, sometimes it takes dozen reboots to kick it off.

There's no staging for the OS, each device gets updates straight from the internet and every update breaks something. There has not been a single minor update in 13.x and 14.x that hasn't broken some backwards compatibility (breaking Keychain seems to be Apple's favorite thing) or changing user's settings such as notifications or security&privacy breaking third party software annoying the user and making our lives miserable and there's nowhere you can raise an issue, so you can't rely on building out (limited) automation because API calls keep getting removed, changed or removed in binaries but left in code like the call to trust a cert key in Keychain...

Safari is absolute trash. I have the worst opinion about people who made it, that browser doesn't not belong anywhere outside of testing. It's a complete and utter garbage, the only browser that doesn't know how to handle SSO sessions, can't remember certificate preferences and keeps prompting user for authentication when accessing Keychain when other browsers don't.

Apple Mail is the next worst piece of software I've ever whitnessed in my entire life, it's possibly the only mail client in the entire world that doesn't know how to re-use a connection to an IMAP server, it opens a new connection for every single thing possible absolutely hammering a mail server. This is just absolutely insane.

MDM is incomplete because of MacOS restrictions, there are lots of things you can't do which you would expect from the most basic MDM tool and the most annoying thing about it is that signing into an iCloud account prevents MDM from wiping the device essentially giving someone a device free of charge so what's the point of MDM then...

Apple's devices are built for retail consumers, not enterprise users.

I see a lot of “technical” reasons being given here, but my gut feeling is that it would also clash with the image Apple is trying to project through its products: tools that are used by individuals to “be creative” and connect to their loved ones. If most users interactions with their Apple device (in this case, mostly computers) started to be bland business tasks and interactions it would probably just taint that image and users would start to equate Apple as “yet another boring hardware company”.

So not only is the enterprise market a thankless one, but it would also clash with their message.

They tried half-heartedly a few times, but SJ dissuaded them culturally from trying again. There was Apple's "OLE" and Xserves, but they were never sold correctly with an enterprise outside salesforce. Furthermore, the enterprisey products Apple created were still retailish and lacking in key features enterprise wanted. Apple also failed to listen to enterprise customers, and still continues to ignore the desperate pleas from other MAANGs and enterprise customers to this day (i.e., MDM and configuration management).

Because nobody wants the pay 3x the cost for the same hardware as an intel pc. Plus ios sucks.

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Apple used to, on multiple occasions, but failed. Apple isn’t good at enterprise and never has been, and the margins are too small and competitive to be of interest to them.

I think there's another psychological reason: Apple doesn't want their product to be perceived as annoying and ugly. And when you use enterprise-level tech, it gets ugly, buggy, and exceptionally annoying. Ask anyone who uses enterprise-level Windows -- even in the best cases, it's still rather annoying even if not buggy. It's ugly.

Cost of customer acquisition, length of sales cycles.

Selling enterprise software or hardware means paid lunches and dinners to steakhouses, 3-24 months sales cycles, multiple free workshops or demos or presentations. This all costs anywhere from $10K to even millions of $ plus sales teams and internal training, marketing, management and other overhead.

In the consumer market, there’s probably a lot fewer overheads.

Maybe they went through the conundrum of ‘beautiful, shiny metal boxes - one size fits all’ that sits hidden in some server warehouse or dusty room?

I can’t think of any successful, non-consumer facing product that Apple has ever built - it’s not even clear it’s in their DNA. The closest I can think of is Xcode cloud.

Also most companies have already opted their employees into using Macs so that’s something that sells itself with very little sales prowess from Apple’s side.