Cupertino-based company valued in trillions seeks to expand into the enterprise sector to increase Mac sales through channels.

Apple is preparing to launch a new digital system that will facilitate collaboration with its business partners. The tech giant has designed a revamped program aimed at strengthening its presence in the business sector, particularly targeted at small and medium-sized businesses (SMBs) and large corporations interested in technologies like Macs for business.

This strategic shift emerged after Apple reached a historic installed base of 2.3 billion products worldwide by the end of 2024. The partner program, set to debut in the fall of 2025, will feature new ways of collaboration between resellers and service providers, specifically tailored to the needs of the business, SMB, and education sectors. It will be divided into four partner categories:

1. Apple Business Partner - Focused on resellers with a product model.
2. Apple Premium Business Partner - For partners with a strong focus on services.
3. Apple Premium Education Partner - Centered on providing the best laptops for students in K-12 and higher education institutions.
4. Apple Consultants Network - Includes designations like Apple Technical Partner and Apple Premium Technical Partner, focused on customer support and advisory services.

This segmented approach aims to help commercial and educational organizations find suitable solutions for their specific needs within the range of Macs.

To support its partners, Apple has developed the Apple Professional Academy, an online training platform offering technical resources and skills training. With this initiative, the company hopes to equip its partners with the necessary tools to become trusted advisors on the Apple platform. A partner discovery tool has also been introduced, allowing customers to easily locate solution providers based on capabilities, reviews, and contact information.

A longtime Apple partner, TD Synnex, which generated approximately $7 billion in collaboration with the brand in 2024, expressed excitement about the new program. TD Synnex's President in North America, Reyna Thompson, mentioned that this program, backed by creative financing services and implementation support, will make it easier for partners to drive growth and deliver exceptional value.

Moreover, Apple plans to expand its partner network through a new digital portal for collaborators, enabling them to connect directly with Apple and access business planning tools as well as sales and marketing resources. Apple's line of PCs, which includes Macs, has proven to be a significant revenue driver, generating $8.9 billion in sales in the last quarter, marking a 16% year-over-year increase. Customer satisfaction with Macs in the U.S. is remarkable, reaching 94%.

Apple also highlighted that this strong performance has been observed across all geographic segments, thanks to recent advances in Apple silicon and its faster Neural Engine, which allows users to fully leverage the artificial intelligence capabilities of their devices.