Today, not much has changed. The company is still dedicated to bringing products to consumers. The iPod, a core component of its business, is designed specifically for the consumer. The Apple TV has no use in the enterprise. And some can make the argument that Mac OS X is far more consumer-friendly than business-friendly.
But the iPhone is Apple's single crossover product. It appeals to both the corporate world and consumers. With push e-mail, calendar and contacts, as well as tethering and Exchange support, it's certainly the most business-friendly product Apple has ever released.
And it's probably also the reason why Apple has been able to gain more OS market share in the enterprise.
The Halo effect
The iPhone is, arguably, Apple's most important product. Once a consumer gets their hands on an iPhone, they start getting used to it. They like it. Suddenly, they realize that perhaps they should try out more Apple products. So, they move to the iPod, and then, maybe, to the Mac.
That same consumer appeal is helping Apple in the enterprise. It's not doing anything to really attract business customers, but by appealing to consumers, Apple is succeeding in the corporate environment. It's the same strategy the company employed since the beginning. Only now, it's starting to pay off.
But why is that? Why is the Mac suddenly making in-roads in the enterprise? Perhaps it's because the iPhone is Apple's most "open" platform. Apple has opened the device to third-party developers to create (practically) anything they want. Today, more than 50,000 apps are currently available in the App Store. They appeal to everyone from the gamer to the CEO.
Realizing that, you would think Apple would see that and try to replicate it with Mac OS X. But so far, it hasn't. And I don't expect it to do it anytime soon.
Apple is committed to consumers. And if the enterprise starts falling in line, great. If not, I don't think Apple cares one bit.
So, while it's happy to see its enterprise market share grow, Apple knows it had little to do with it.