The first step was "Domain Lock/Capture" which takes over all Apple accounts for a specific domain.
I've never had a worse experience from Apple.
The process is buggy, filled with foot-guns and dead ends. It expects huge amounts of work from users who have had their account for more than a few weeks and are expected to remove a lot of their personal data before their account can be migrated (e.g. do you know how to delete all your Health data?). The process is also impossible to cancel.
Phone support was par for the course, e.g. tickets escalated to the abyss, suggestions to restore workstations to factory settings, etc.
Be warned.
There are several cheap MDM solutions for Apple devices that I would rather pay for than be dependent on this. (We've used SimpleMDM and love them.)
Like really Apple, that's your device "locking"? I could test activate my work Mac with my personal Apple ID while doing this, no alarm bells, nothing, effectively "It's your laptop now".
Fortunately around the same time, JamF ended the practice of the mandatory Jamf JumpStart (£5K fee), which finally made Jamf a feasible option for the company I was in at the time.
I had the same thing happen but with Microsoft. A friend and I had started a small consulting business and were using Google Workspace, but I needed a Microsoft account to interact with a client. I made one with my business email. None of us knew any better, but I couldn’t connect with our client’s Microsoft setup because it was a personal account. So I went to set up a business account. It was a whole fiasco and the only way I could really fix it was create an alias and use that for Microsoft.
This should not be a surprise. Greenfield services have not existed long enough to resolve edge cases that inevitably arise while integrating existing operating models already in use.
We had to do it as ppl had made personal Apple accounts using our domain, meaning if they logged in with such an account and left, their iPhone magically transformed into an expensive, elegant paperweight. Due to a setting in our previous MDM we were unable to migrate data cleanly using Apple Biz Manager without committing to use ABM as our MDM (we couldn't) so we told people to "move it yourself following these detailed instructions, otherwise it can't be migrated." Regarding personal data like health on company-managed devices, I certainly don't share that type of info with my employer, and make it clear to staff that it's not our responsibility to migrate such data.
I'm in a family iCloud group with my parents... one day I just woke up and had all my podcasts and music replaced with my Mum's :/
Would not want this anywhere near a "business" experience
Google and Apple require it for lots of mobile apps targeting certain consumer segments because some countries (eg: Brazil, IIRC? don't quote me on that) have chosen to use D&B as a qualified unique identifier of business legitimacy and it requires exposing personal information of your company's leadership to them.
I'll try again next month see how far I get with this. This needs to be way simpler than it currently is. Hopefully they fixed a few things there.
It is also clearly described how to move an account that is used privately to a different domain / mail.
Wait, there's more!
> In addition, customers can now set up business email, calendar, and directory services with their own domain name for seamless and elevated communication and collaboration.
Wow, a custom domain name!
> Apple Business enables automated Managed Apple Account creation for new employees through integration with an identity service provider, including Google Workspace, Microsoft Entra ID, and more.
In the year 2026, I can finally start logging into my corporate laptop with my corporate ID. Wow!
Them stapling on the announcement of advertisements for Apple Maps is especially hilarious. I don't think the people managing fleet devices at a corporation are the same people who are interested in setting their location ad strategy. But Apple saw they had two vaguely business-y things at the same time and thought they would really hit it off together.
I have to imagine that the Apple Neo is heavily aimed at volume sales - low level white collar workers and education. These features seem to be hastily assembled to meet the needs of these potential buyers.
* Preprovisioning - devices have the right certificates and know about your corporate networks. They have the necessary apps and just work.
* Tracking - if a device is lost or stolen, monitor where it is and remotely lock or wipe it
* Monitoring - have a log to audit if someone does something malicious
* Security - reduce the chance of your employees installing malware, spyware, etc. whether by accident or intention
* Locking things down - put gates in the way of bad actions like copying sensitive data into public apps or clouds. Even if you're unable to block everything, attempts to block remind honest employees and provide strong evidence that anyone who proceeds was intentionally violating policy and should be fired.
Etc., etc.
As a lot of people on this thread have pointed out, Apple's Business Manager needs a lot of improvements. ("Bring your own device" support is terrible, for example. Changing business names requires a perilous migration step. Support reps don't have the tools to fix serious issues.)
If Apple Business were a real revenue source, if they charged luxury prices for a luxurious business support experience, they could pay for developers to fix their stuff.
Instead, Apple Business is a free side hustle for Apple, a hobby. But they're proposing to control your entire domain, to Domain Lock all Apple accounts for your domain, to put your businesses's life in their hands, for "free."
Don't fall for it.
And I’d be very skeptical any business user anywhere can skate by on the iCloud Free Tier. Of all the stingy free tiers, it’s that one.
If they cared, they would make a Teams/Slack equivalent, a Zoom Killer, maybe a Confluence Killer, and charge per head, and offer storage tiers comparable to what MS and GOOG do.
(And no, don’t even joke that Messages and FaceTime are Slack and Zoom killers.)
Apple can already easily afford those developers. They’re not exactly running at a loss ;)
Plus given how each new iteration of macOS and iOS is a steady step backwards for usability, I don’t have a huge amount of trust in their abilities to fix Business if it had become a strategic product tomorrow.
So it’s not like a review stream is a requirement.
Moreover, even back when they did have back office tooling as a revenue stream (eg OSX Server), Apple still left it to slowly rot before finally discontinuing it.
So I just don’t think this is something anyone’s Apple cares enough about. If they did, then we wouldn’t be having this conversation to begin with.
Even with AWS I doubt many of the service teams make enough money to justify their existence alone.
https://www.apple.com/careers/pdf/HBR_How_Apple_Is_Organized...
They don’t want to compete with those partners, and wouldn’t be effective if they did. But, there’s a gap of smaller companies and institutions where they benefit from MDM capabilities but don’t have the budget or wherewithal to even know how to shop for MDM.
So they spend a bit of money, give Apple Store reps something to do and add an incentive to buy another iPhone.
New businesses under 50 employees are going to eat this up like there's no tomorrow.
I'd be scared if I was certain Redmond corporation who makes their money on 365 and Intune.
Intune and Windows are 'nice to have' but are not the business-business. The business is 365 (which runs on Macs and is worlds better than Apple's office suite + Apple's hosted email is god awful) and Azure.
After that, old copies of MSOffice.
Next-best would be a hodgepodge of the lighter options on Linux and such. Gnumeric, Abiword, that sort of thing. Not great, but at least they're light on resources and easy to use.
Distantly after that, LibreOffice.
Then, modern MSOffice in last place.
The only reason I'd count any of them as "worse" than modern MSOffice is that ~perfect office compatibility and a bulletproof excuse when things go wrong ("I'm also using MSOffice, don't know why your document isn't working") is non-negotiable in any business context.
[EDIT] Oh I forgot about Google. That's actually the true last-place. Modern MSOffice isn't worse than that. Christ the performance is awful.
For me it’s completely inverted; Google is top place, then Libreoffice, then MSOffice, then anything by Apple last place.
I hate modern MSOffice's UI, plus it's full of slow, heavy webtech which deducts a lot of points from basically anything for me. Google's leaks memory (like most of their software... so do Gmail tabs) and is so slow that it introduces a ton of input latency, which drives me nuts, I hate to type in it, aside from my experience with most of its formatting and editing features being that they're very janky even by the standards of GUI word processors. Both are very heavy on resources, which means they have a huge hurdle to overcome on the feature side before I'd consider them anything but extremely-unpleasant.
Old (like... '00s) MSOffice is pretty good because it's not such a resource hog, and the UI used to be really good.
I’ve written many comments criticizing this. Do you use a lot of keyboard shortcuts when you use Numbers or Pages or Keynote or do you use the trackpad/mouse a lot? I generally find these apps and others lacking on the keyboard front, by which I mean that it’s almost impossible to use them without a trackpad or a mouse. I can completely live with just a keyboard on Excel or LibreOffice Calc.
BTW, I hate all the MS Office applications (and find them quite buggy and annoying) except for Excel. Maybe I’m just a lot more used to using Excel.
[1] https://support.apple.com/en-ca/guide/numbers/tana45192591/m...
And you hit the nail on the head with the whole 'Office = the document always opens/looks right' thing.
(Disclosure: I write 99% of my stuff in Emacs now, so I'm not going to go that far out on a limb for iWork. It's just that it's the best "Works"-style suite that I've used.)
I also like Apple's office suite, the problem is network effects. I'd even argue most people don't actually need MS Office. The amount of people using PowerQuery, VBA, etc. is probably less than 2% of users.
The problem is, because everyone else (in business) already has and uses office, if you want to collaborate, that's what you have to use. Open file formats didn't win out in the end.
This is absolutely the problem - with the added issue of platform support.
I’m the only Mac user in our company of 15, which means I’m also the only person that can open a .pages file. Anyone can read a .docx, and if authored in word it will actually look the same on both computers.
This line right he is where I will always stop reading any reply, and block any YouTube channel that uses it in a title. Mind numbingly overused. It's literally verbal clickbait.
The market may not yet be 365-sized but as GP mentioned: it's there.
And there are young people arriving at an age to open a business who have never used a Windows computer in their entire life. To them Microsoft is the company that make the virus-infested, slow, computers full of ads they see at their grandparents' house. That cohort ain't buying Windows / buying Office / using Azure.
Nobody at Microsoft is saying, "we don't care if Apple chips away at SMB because we have Call of Duty"
For example, if you want to use "data model" in Excel, it is only available in the windows version.
scared of what? microsoft doesnt need to care about new businesses with under 50 employees at all. they have governments, banks, universities, colleges, and large non-tech enterprises completely locked down. small business with 10-50 devices are a drop in the ocean.
>New businesses under 50 employees are going to eat this up like there's no tomorrow.
i seriously doubt people outside of the tech or design spheres (i.e. most people) are going to go with apple for their businesses. when you are starting a business, you dont want to also have to teach all of your employees (and possibly yourself) how to use a new operating system.
you are going to look up "local IT company" or "local MSP", ask them to set you up, and they will integrate you into their existing microsoft ecosystem and send over some thinkpads, while you focus on your business.
One of our biggest clients had a sort of high end boutique set of businesses and two bigger businesses that interacted quite more with the regular public.
For the high end boutiques he asked us ONLY and ONLY to use mac's both because down there they are synonym of "prestige and class" and because the (very attractive) women that he hired for most roles were only familiar, or preferred mac's and were consumer's exclusively of apple's walled garden.
We had a bunch of customers like that, the real issue is that if this were on place I would have made it an option for my clients, eventually some things like security or software may move a significant number of users there, specially after the new mac mini, the neo and the ma air become budget options compared to a lot of what microsoft is offering in latam and some parts of Europe.
The real competition is going to come from companies using the $599 Neo + Google Workgroups or whatever they're calling it - now Microsoft is cut out entirely.
The companies doing that are cut in two groups. The one that don't fully plan it and they need to do with complex excel or whatever files here and there and they're still in microsoft's grasp, or those that fully do and move to disposable chromebook.
25m Macs in calendar year 2025. Lenovo manufactured 19m PCs in Q4 2025.
Apple simply lacks volume.
Had plenty of issues getting specific specification Thinkpads: because they are largely sold through resellers and they don’t stock all SKUs I suppose.
The x86 market is massive and dwarfs Apple’s Mac manufacturing.
I could make 20M units of something and leave my resellers as bagholders who then have to sell years old hardware at a discount- and by the internal consistency of your logic: I would have the volumes.
Yes, apple shipped fewer laptops than dell in 2025. That's because Apple laptops started at $1100 in 2025.
They won't have a problem securing the chips for Mac Neo's, they're the same SOC as the iPhone. What, Apple is going to have an issue manufacturing a few million motherboards?
87m
https://www.semiconductor-today.com/news_items/2026/mar/tern...
do you think lenovo would rather manufacture 19m PCs or 87m phones? i don't know, you raise an interesting point that is wrong.
The NEO is a masterclass in how integrated these systems actually are.
Since the early 2000's, I've been bad mouthing Outlook, for a whole lot of reasons.
Let's just say: I miss Outlook. And it's still terrible.
There's 0 way they have competent, reliable, working group calendaring.
Plus you don't get that proprietary format pst when you backup the mails.
Revenge of the Mac. Theirs simply no reason for any normal person to buy anything else. The year of Linux is deferred yet again.
My wife currently has an old MacBook with 8GB of memory, and she hits the memory limit somewhat regularly just from web browsing and light productivity work. But whether more breathing room in terms of memory is worth almost double the price...
One point of contact for support.
Microsoft isn't going to get it together anytime soon, it's a new dawn.
Like, have any of you actually looked at street prices at Micro Center or Best Buy recently? In the price range of the higher model Neo you can get a Yoga 7 with an OLED convertible touch screen, 1TB storage, 16GB of RAM, along with a processor with better multicore and iGPU performance (Ryzen 7 AI 350) in a 2-in-1 convertible package that has better battery life doing office tasks.
Yes, the Neo is a cheap machine, with a lot of the exact same cheap machine compromises that are all over the $500-800 laptop market. Not really the best CPU, extremely cut-down battery, missing features, etc.
It even loses keyboard backlighting which is such a standard feature that it might be the only laptop on sale without it.
Losing the haptic trackpad means that the Acer you can buy at Micro Center for $530 with double the RAM and way better I/O (USB4, USB-A 3.0, microSD, and HDMI) has a pretty similar quality of trackpad experience. Yes, I tried both in store, the MacBook Neo's trackpad is really at the same level of all the PC competition.
MacBook Pro/Air Trackpad: 10/10
Best PC haptic trackpads available: 8/10
MacBook Neo trackpad: 7/10
Typical PC mechanical trackpads: 6 or 7/10
Hell, the older generation HP EliteBook 840 G10 that Micro Center sells as a business laptop makes a bunch more sense in a lot of ways. It's also an all-aluminum build thin and light system, comes with more RAM, which is upgradable, has a fingerprint reader, backlit keyboard, etc.
Yes, it's a little bit better than the alternatives, but, critically, not by much. Not by enough to sway a purchase decision.
It's not better than diving board mechanical trackpads by enough of a margin for most consumers to notice.
Also, macOS over-relies on trackpad gestures. You don't really need them anywhere near as much in Windows or Linux. This is Apple's intention: to try and sell more proprietary trackpads, because they know if their OS was optimized for normal mice consumers would just buy the cheap $20 mice that are better than their $100+ accessories.
The PC industry barely has to adapt to compete with the Neo. I think we'll start seeing that in late 2026 and 2027 when competitors arrive on Apple's doorstep.
I have used countless modern PC devices, including some from Acer. Few PCs have a trackpad of the level of the Neo and none from Acer.
Your logic with "Apple's intentions" reveals a person who is incapable of decent analysis; macOS relies on gestures a lot because the vast majority of macOS devices are laptops. The desktop market is an after thought because the people keep buying laptops. That's it. There's no conspiracy, just a focus on the devices that the users choose to buy.
The PC industry has almost no shot of competing with the Neo. You have to spend much more than $1000 to get a nice object that looks and feels nice. Right now, the PC industry is selling Old Navy products when Hermès is the same price. That is a real problem.
Microsoft is going to be fine. Companies that rely on selling low end devices to consumers are going to suffer.
Yes, in many ways they’re bringing a very polished product to the space. But in many other ways, look closely and you’ll see the cut corners.
Again, I’ve felt the Neo in person. The chassis feels nice, sure. It’s not built to the same level as Apple’s other products, though.
The bottom plate is not CNCed, it’s a stamped aluminum plate. That means there is variation in the gap along the bottom of the laptop between the man case and the bottom plate that doesn’t exist on the Air or Pro.
Again, the trackpad is good but is worse than many haptic trackpads offered by PC manufacturers like Lenovo.
Again, if you think the PC industry has no chance of competing, go to your retailer website and look at street prices. Look at laptop reviews from places like Just Josh Tech on YouTube. PC manufacturers aren’t making trash.
Acer is actually a great example of a really solid PC. I felt the $530 model Micro Center is selling and it seemed to do the job: thin and light enough, felt sturdy, similar trackpad to the Neo, better specs and I/O. I’d say I only wanted the display to be a little better, though on the plus side it was bigger than the Neo’s cramped 13”.
This isn’t 2005. There is a misguided assumption to assume that PCs are still trash like they were 10 years ago. They just aren’t.
One little random bit to point out: there are 100 million Mac users globally as of 2024. There are more than 900 million PC gamers globally.
So, if I’m a high school student or college student who has money for one computer and I am a member of that group of 900 million PC gamers, I might just go get a last gen Lenovo LOQ with the RTX 4050 or something similar in the current gen from someone like MSI with an RTX 5050.
I would deal with a chunkier plastickier laptop but it would get similar battery life to the Neo for office tasks and I could actually play games. 16GB RAM. Modular storage. Price is around $700.
And I’ll be honest, that trackpad ain’t gonna be much worse than the Neo. And I’ll get to keep my backlit keyboard and have some I/O.
I stopped reading here.
Back in the normal world people don't use Linux. If you have the funds you can get an M4 Air with 16GB for 800$.
I still have a 8GB M1 air, it's fine for filling out paper work and watching YouTube, which is the extent of what most people do
And the best thing is that you can format the drive, install Linux, and be completely free of Microsoft and Apple.
So many people are going to get burned by the hypnotism of these Neos. They're going to be gateways into being traded in within 2-3 years to get something with more RAM and storage when their owners find out how much they struggle with basic tasks due to insufficient RAM and storage.
If you actually go on Best Buy or Micro Center websites and look at street prices you'll realize that the Neo isn't actually that disruptive.
The trackpad is mid. I've tried it. It's mid enough that basically any PC can compete with the trackpad experience. There are multiple $500-800 PCs that are easy recommendations as alternatives, all with 16GB of RAM, all with modular storage.
The battery in the Neo is so small that even with the extremely efficient iPhone processor inside, basic Windows laptops can beat the Neo in battery life. Grab a Yoga 7 and you've got double the RAM, 2-in-1 convertible touch screen, and better battery life. Oh yeah, and you get a better OLED panel, too.
The Just Josh Tech review of the MacBook Neo demonstrated that the Neo cannot do a fractional resolution playback of a very simple Adobe Premiere project. We are not even talking about doing any editing work, simply playing back the project in the timeline.
The ~$500 Acer loaded with 16GB of RAM performed much better on that workflow.
I think it's worth pointing out that the base RAM on a MacBook Air was 8GB six years ago.
The Neo is a low end machine that trades RAM, storage, keyboard backlight, I/O and battery capacity for fit and finish and aesthetics.
It is a machine that will introduce many people to the Mac, and it will be very successful, but I also think it is a machine that for many people will not last them a very long time. And who knows, that might have the same negative impact that cheap Windows PCs have had for Microsoft in the long run, which was the whole reason they started their premium Surface brand.
Source: dealing with dozens of Mac devices with 8gb memory that clients had which all can't handle their workloads. I've switched whole companies from Mac back to pcs. And I've watched companies try switch to Apple and go from reasonably problem free operations to a nightmare of broken systems. Want to use apples data transfer to migrate from windows to Mac? Good luck it just plain doesn't work.
Device management on macs is an absolute nightmare along with the hell hole that is apple ID and the app store. Not to mention their absolutely abysmal performance with rmm. You can literally configure a machines permissions to allow remote access apps to work then a week later they just break the software and your access to manage the device is broken too.
Apple products are absolutely terrible for business from phones to laptops to their entire office suite.
It's pretty plain to see that the Neo eats any competitors lunch at that price point. It isn't close.
I am not sure why it’s eating competitors lunch when many very well-regarded competitors are in the price range available at stores.
What’s better about a Neo than a Yoga 7? Same price range.
https://www.bestbuy.com/product/lenovo-yoga-7-2-in-1-copilot...
This is $40 more than the Neo’s top model and you get double the RAM and an OLED convertible touch screen.
If you already have an iPhone, there are lovely little integration things that sound like small beans but are really valuable over time, eg.:
- copy-paste text between devices
- get verification codes from text messages to auto-fill in Safari on Mac
I don't know if Yoga 7 is good in this regard, but when you open the lid on a Macbook, it's awake and interactive before you've finished swinging it open. And battery life is outstanding. I'd miss things like that.
The whole "instant on when you open the lid" thing is not impressive in 2026. Even with Linux my laptop is instant-on from sleep in a very similar fashion.
And, again, here I am as a broken record repeating this since nobody is listening because they've been indoctrinated by Apple marketing:
The MacBook Neo does not have as good battery life as the more expensive models! In comparison testing with other similar PC laptops the battery life is very middle of the road!
But I don't know why you cannot see it as terrible for the PC makers that Apple finally has entered the sub-1000$ market. Since Apple has existed they've been in the high-end of the market, and now they're not. The Lenovo I'm sure is fine, but what it doesn't have is clarity of purpose. The Neo is a laptop and nothing else. Which leads me to question whether that very complicated Lenovo hinge will survive the 7 years my Mac laptops give me.
Is "clarity of purpose" ghost of Steve Jobs speak for refusing features to customers?
Why is it so hard to conceive of a student wanting to write hand-written notes on a 2-in-1 laptop? Apple would rather sell you a second device.
Why are we assuming the hinge on 2-in-1 laptops can't survive? These are not new products. These are well-regarded, highly reviewed products from the #1 PC manufacturer in the world (Apple is #4).
Computing tasks related to real world scenarios don't need giant RAM repositories, as evident in that people could do these tasks just fine when 32 megabytes of RAM was enough.
Like I said, the MacBook Neo is squarely a low-end device. Make excuses all you want, it trades RAM, storage, keyboard backlight, and battery size for a nice chassis and portability.
You know what people who outgrow their applebooks are going to do? Buy a macbook air or pro. They aren't going to buy a windows machine. Some might buy a linux machine.
Not possible.
Ok, let's ask support what to do: the only thing we can do is create a new account, get the approval, etc. and then ask for a migration that may or may not be approved and may or may not end succesfully.
In the end we keep receiving the bills in the old name, then change it manually or append a note.
It's also impossible to delegate this authority to anyone other than the account owner, and there's no concept of shared or service accounts, so nobody other than the account owner, with access to their 2FA method is able to do this.
Heaven forbid if the account owner was ever to put their 2FA method as a personal device / phone and then leave the company.
I was essentially told that I could update the mailing address but going through the steps for that process would result in the name on my account being changed to the legal name. And so today, it still has my parents' mailing address. Thankfully they haven't moved.
https://finance.yahoo.com/news/francisco-partners-completes-...
That said, who knows where this will go in the coming years.
I lamented how Apple hardware is now the same price as the other vendors, yet best in class for quality and how Dell and HP are hiking their laptop pricing lately due to supply shortages. Especially on their pro lines, which have been quoted to me as twice the price of equivalent MacBooks.
I mentioned Apple would be silly not to make a further global move into MDM and email hosting territory. Particularly for small business owners: 1-10 person shops and retail who use mostly cloud based POS applications.
Others responded at the time, and I agreed with it, that it seems unlikely Apple would make a business move. After all, they don’t have much history with business, or perhaps they did but they didn’t like the market and wrapped it up.
Well, with this announcement, and with the confirmation that *Apple native email hosting is coming* I am very excited to trial it when it lands in April. Over the last few months, our small business has already cracked it and downgraded most of our email hosting to Exchange Plan 1 and dropped the desktop Office suite in favour of Pages and Numbers, which are both free and absolutely working fine. In fact, I’ve found Pages to be less laggy and more stable than Word in very large documents such as 300+ pages. The logical next step for us is to fully drop our third-party MDM and review whether Apple’s native MDM, email and identity systems are adequate for transition. We have saved thousands of $$ so far and stand to save a lot more!
Since I have no employees and my devices are under control, I guess it's not for me, whatever it is.
There are basically two cases. If you use Microsoft, you are often already paying for Entra ID and Intune, then still adding the Apple-side pieces for Mac support: Apple Business Manager and often Jamf or Kandji. If you do not use Microsoft, you are buying the full stack yourself: Okta or JumpCloud for identity, Jamf or Kandji for device management, and Apple Business Manager for enrollment. Apple Business Manager is free, but the rest is not, and the cost adds up fast.
This means that, in practice, a managed Mac can easily end up costing close to twice as much to support as a Windows device.
You think there’s a standard way to do that? Just install company portal? That worked in exactly 1/20 cases. It’s an exciting new error on every single device. Awful. Just awful.
But if you also wanted identity, there are plenty of free selfhostable SSO/ID providers out there. If you're just starting out and not at the scale where a big Microsoft CoPilotM365OfficeWhatever contract makes sense, you probably don't even really have a need for a lot of this stuff. A minimum contract for Jamf Pro is like $5k a year or something. That's two well kitted developer MacBook Pros per year in license costs.
Jamf will do that. Apple will not.
As far as identifying a bug in the software and getting it fixed, or requesting a feature, you run into a brick wall. Taking that feedback from customers is not the Apple way. This is why there is a market for third party MDM companies in the first place.
It's kind of insane the advantage Apple Silicon has brought along with the brutal price competition PC sales. The only question I have is whether this touches the sides. That is to say - they sell a billion iPhones, is the consumer laptop and low end business sales enough to bump the numbers. They're thinner margins, and that market has to some extent been on a downward trend (which is why the stock market is running to data centres where the compute actually happens).