Jamf is the most recognized name in Apple device management. It’s been around since 2002 — longer than the iPhone itself. But Jamf offers three different products (Now, Pro, and Business), and most small business owners don’t know which one they actually need. Here’s the honest breakdown of Jamf Now specifically, aimed at teams under 50 Apple devices.

What Jamf Now actually is: Jamf Now is the simplified, self-service tier of Jamf’s product line. It’s designed for small businesses without dedicated IT staff. You create an account, enroll devices by sending an enrollment link or using Apple Business Manager for zero-touch, and then configure policies through a clean web dashboard. It costs $4 per device per month with no minimum commitment.

What you can do with it: Enforce passcode requirements (length, complexity, auto-lock timeout). Require device encryption (FileVault for Mac, native for iOS). Push Wi-Fi configurations so devices auto-connect to your network. Distribute apps — either App Store apps via VPP or custom enterprise apps. Restrict device features (camera, Bluetooth, AirDrop, iCloud backup). Remote lock and remote wipe lost or stolen devices. Create ‘Blueprints’ — reusable device configurations you can apply to groups of devices.

What it can’t do: Jamf Now lacks the advanced features of Jamf Pro: no custom scripting, no extension attributes, no smart groups based on device criteria, no LDAP or Azure AD integration, and limited API access. There’s no conditional access — you can’t block a non-compliant device from accessing company email without pairing it with another identity provider. Patch management for third-party apps isn’t included. And there’s no endpoint security or threat detection.

The enrollment experience: Enrolling devices is straightforward. For new devices purchased through Apple Business Manager, you can set up Automated Device Enrollment (ADE) so devices auto-enroll when they’re first powered on — zero-touch. For existing devices, you send an enrollment URL that employees open in Safari. The process takes about 2 minutes per device. Once enrolled, the Blueprint policies apply automatically.

Compared to Kandji: Kandji starts at $1.60/device/month for iOS and offers 200+ prebuilt automations that Jamf Now doesn’t have. Kandji also includes built-in compliance templates for CIS, NIST, and SOC 2 — Jamf Now has nothing equivalent. For pure ease-of-use and automation, Kandji wins at a lower price. Jamf Now’s advantage is brand recognition and the upgrade path to Jamf Pro if you outgrow it.

Compared to Apple Business Essentials: ABE starts at $2.99/device/month and bundles iCloud storage and AppleCare+ support. For a pure Apple small business that just needs basic device management plus support and storage, ABE might be the better value. Jamf Now offers deeper policy control and a more mature admin experience, but without the bundled extras.

RichnTech verdict: Jamf Now is a solid starting point for small businesses with under 50 Apple devices who want real device management without the complexity of Jamf Pro. But at $4/device/month with limited automation, it’s not the cheapest option — and you’ll likely outgrow it if your needs become more sophisticated. Consider Kandji if automation matters, ABE if simplicity and Apple support matter, or Jamf Pro if you have IT staff who can leverage its full power.