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As of April 14, 2026, Apple Business Manager is now known as Apple Business. References to “Apple Business Manager” or “ABM” in third-party documentation refer to the same service.

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Prerequisites

  • Device Manager or Administrator access to an Apple Business account (create one)

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Set up zero-touch deployment

1

Download your public key

Go to MDM > Settings and click Apple in the Platforms section. Under Apple Business, click Add, then download the public key. You need it in the next step.
2

Add Primo as an MDM server in Apple Business

  1. Head to Apple Business, click your account name at the bottom left, and select Preferences.
  2. Under Device Management Services, select Add and enter a name for the server such as “Primo”.
  3. Check the option Allow this MDM server to release devices.
  4. In MDM Server Settings, upload the public key downloaded in the first step and select Save.
  5. Select the newly created server from the sidebar, then select Download Token at the top.
3

Upload your Apple Business token

Back in the Add Apple Business window, click Upload Apple Business token (.p7m) and select the token downloaded in the previous step.
4

Assign new or wiped devices to the new MDM server

  1. Head to Apple Business, click Your Devices and select All Devices at the top.
  2. Select the devices, then under Edit MDM Server, select the new server.
For Macs already in use with another MDM, follow Migrate Macs using Apple Business instead: without a migration deadline, those Macs never receive the migration prompt.
5

Set up the default MDM server for future devices

  1. Head to Apple Business, click your account name at the bottom left, and select Preferences.
  2. Under Your MDM Servers, select Default MDM Server Assignment and click Edit.
  3. Update all entries to the new MDM server, then click Done.

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Add devices to Apple Business

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1. Purchase devices directly through Primo

Devices purchased through Primo are fully zero-touch compatible. Learn more about ordering devices with zero-touch deployment.

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2. Purchase devices through an authorized B2B reseller

You can also purchase Apple devices through an authorized B2B reseller. In this case, make sure that:
  • The reseller is Apple-authorized
  • The reseller correctly assigns the devices to your Apple Business account at the time of purchase
Once assigned to Apple Business, the devices become available for enrollment and can be deployed using zero-touch deployment.

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3. Add devices manually using Apple Configurator for Mac

You can manually add devices to Apple Business using Apple Configurator. The device must be erased and physically connected during the process. For detailed instructions, refer to Apple’s official documentation: Add devices to Apple Business Manager using Apple Configurator.

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Release a Mac from Apple Business

Release a Mac from Apple Business when it leaves your company, for example before you sell it or return it. Once released, the Mac no longer enrolls in Primo automatically after a wipe or a reinstall. The action is available on Macs enrolled through zero-touch deployment, for admins who can edit equipment.
1

Go to Devices and open the device details page

2

Click Actions > Release from ABM

The action is in the Advanced section of the menu.
3

Click Release to confirm

A release can’t be undone from Primo. Only Apple or your reseller can add the Mac back to Apple Business.
You can also release the Mac when you unenroll it. In the Unenroll window, check I want Primo to release this device from my ABM. Primo releases the Mac first, then unenrolls it. The checkbox also applies when you click Already removed MDM manually?. If Apple Business refuses the release, Primo shows an error and doesn’t unenroll the Mac. Check that Allow this MDM server to release devices is turned on for Primo’s MDM server in Apple Business, then try again. A Mac that is already out of Apple Business is released without an error. Each release, and each failed attempt, appears as Release from ABM in the Logs tab of the device.

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Review the employee experience

When a new employee receives a Mac registered in Apple Business and assigned to Primo:
1

Turn on the device

2

Select the country, language, and keyboard layout

3

Connect to the internet

The Remote Management screen appears.
4

Sign in with the work email address

Only when Require authentication to enroll is turned on in MDM > Settings. The employee must already be onboarded.
5

Wait for security settings and apps to apply

The device is ready to use, with no manual configuration.