We began by addressing a common stigma: why so many MSPs avoid Apple devices despite their undeniable popularity and premium quality. Ben highlighted that while many MSPs are deeply rooted in the Microsoft ecosystem—largely due to its strong channel support and financial incentives—Apple has been quietly making significant inroads into the business world. In fact, as Ben pointed out, companies like IBM and Cisco have embraced Apple devices, with up to 60% of their employees choosing Apple when given the option. This trend is a clear indication that Apple is no longer just for creatives or niche markets; it’s becoming a mainstream choice for professionals across industries. 

One of the key takeaways from Ben’s insights is that MSPs need to shift their mindset. Supporting Apple isn’t just about ticking a box; it’s a cultural shift. Apple devices require a different approach, both technically and operationally. Unlike the Windows ecosystem, where tools like Active Directory dominate, Apple relies on solutions like Apple Business Manager and Mobile Device Management (MDM) platforms. Ben emphasised that tools like Addigy, which he represents, are purpose-built for managing Apple devices and can provide MSPs with the support and guidance needed to navigate this shift. 

We also discussed the perception that Apple devices are “too expensive.” Ben countered this by sharing compelling data from his experiences and from industry leaders like Fletcher Previn, formerly of IBM. While Apple devices may have a higher upfront cost, their long-term value—including durability, user satisfaction, and reduced downtime—makes them a sound investment. For MSPs, this is an opportunity to educate clients on the total cost of ownership and the enhanced experience Apple can deliver. 

Ben also addressed the hesitancy some MSPs feel when considering Apple. He acknowledged that Apple’s lack of engagement with the channel has made it harder for MSPs to feel confident about diving into the Apple ecosystem. However, he sees this as an opportunity rather than a limitation. By committing to building expertise with Apple, MSPs can differentiate themselves in the market, offering a premium service that competitors might shy away from. For those just starting, Ben suggested partnering with Apple-focused providers or leveraging resources like Addigy’s MSP programmes to gain confidence and expertise. 

One of the most thought-provoking parts of our conversation was the long-term outlook. Ben painted a vivid picture of a future where Apple devices could become just as prevalent in the workplace as Windows machines. MSPs who take the time to embrace Apple now will be well-positioned to capitalise on this shift, while those who ignore it may find themselves playing catch-up. He also noted that the demand for Apple in business environments is often hidden; many MSPs underestimate the number of Apple devices already in their clients’ ecosystems. A simple inventory check or conversation with clients could reveal untapped opportunities. 

Security and compliance were another critical topic. Ben reminded us that ignoring Apple devices isn’t just a missed business opportunity; it’s a potential liability. In today’s world, where security threats don’t discriminate by platform, ensuring all devices in an organisation—Apple included—are properly managed and secured is non-negotiable. Clients expect comprehensive protection, and failing to address Apple devices could lead to reputational and operational risks. 

To wrap up, Ben shared his advice for MSPs ready to take the leap into the Apple ecosystem. Start small, build confidence, and don’t be afraid to partner with experts. He also stressed the importance of playing the long game. Building an Apple practice isn’t about making quick gains; it’s about creating a sustainable pipeline of opportunities that will pay dividends in the years to come. 

This episode was packed with actionable insights, and Ben Greiner’s expertise on Apple was eye-opening. Whether you’re an MSP owner curious about Apple or someone who’s been hesitant to dive into the ecosystem, this conversation is a must-listen. If you’d like to connect with Ben, he’s active on LinkedIn and ready to share more about how Addigy can help MSPs thrive with Apple. 

Connect with Ben Greiner through his LinkedIn by clicking HERE. 

You can also visit their website and learn more about Addigy by clicking HERE. 

Connect on LinkedIn HERE with Ian and also with Stuart by clicking this LINK 

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Until next time, look after yourself and I’ll catch up with you soon!