The security advantages alone were a big deal and included APIs that allowed developers to easily create encrypted data stores on a device. That made it possible for enterprise apps (and even some consumer apps) to store content in a secure manner. Even if the device itself wasn't passcode protected, the data within an app could be secured if that the device was lost or stolen.
The bigger news, however, was Apple's mobile device management (MDM) framework. Although based on the existing configuration profiles, Apple's MDM system made it possible to apply policies directly over the air and query devices for a range of information, including what configuration profiles and apps were installed. The release also offered several new management and feature restriction capabilities. While Apple hadn't replicated the classic BlackBerry system with its 500+ management options, it did cover the most important areas, making it possible for enterprise IT to comfortably support iOS devices.
An even more important aspect to iOS 4's MDM model was that Apple opened it up to third-party vendors instead of creating a single and proprietary Apple management console. In fact, it wasn't until a year later that Apple shipped its own MDM solution when it released Lion Server. That's significant because it was the first time Apple adopted a truly a hands-off approach to enterprise IT. The result was an explosion of mobile management vendors offering the ability to manage iOS devices in enterprise environments. While each company provided essentially the same core management capabilities, they differentiated based on a variety of factors, including support for other mobile platforms, IT-focused integration features and additional capabilities based on an agent that could be installed on a device.
Apple pulls out of the data center
A few months after unveiling a device management model that put other enterprise vendors at the heart of Apple's iOS business strategy, the company did something that sent shockwaves through its business and education markets: it canceled its last piece of enterprise hardware, the rack-mounted Xserve server. When a Mac IT professional emailed then-Apple CEO Steve Jobs to complain, he responded with one of his brief and blunt emails saying that no one was buying the Xserve (at least, not in quantities large enough for Apple to continue advancing the line).
The move was further evidence that Apple had decided not to compete with long-time enterprise vendors. Instead, it focused on making its products the best enterprise citizens possible -- through built-in functionality or through support for third-party vendors. It was a shrewd strategy and it allowed Apple to focus on business users directly rather than IT departments that had rarely paid attention to, or even noticed, Apple's enterprise solutions. Unfortunately, it also pulled the rug out from under some long-time customers that had fully invested in Apple's end-to-end enterprise approach.
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