VPP — essence, corporate purchasing and license management

What is VPP?

VPP (Volume Purchase Program) is Apple's volume purchasing program designed for organizations that buy apps and content at corporate scale. Instead of purchasing each app separately through a personal Apple ID, a company acquires licenses in bulk through Apple Business Manager and distributes them to employees centrally.

The VPP program was launched by Apple in 2010 for educational institutions and corporate clients. Initially it operated through a separate VPP portal, and since 2019 has been fully integrated into Apple Business Manager — a unified platform for device management, purchasing, and account management. Today VPP supports apps from the App Store, Apple Books, and subscriptions.

According to Apple (2025), more than 1 billion app licenses are distributed annually through VPP. The program is especially in demand in the corporate sector and education, where uniform software provisioning for all employees or students is required without using personal payment methods.

How does VPP work?

VPP works through the Apple Business Manager ecosystem. An organization registers in ABM, confirms its legal status, and then gains access to the app catalog with bulk purchasing capability. Purchased licenses are stored in the organization's account and can be assigned to devices or users.

The purchasing and distribution process through VPP involves several steps. First, the administrator logs into Apple Business Manager, selects an app, specifies the number of licenses, and pays for the order. Apple offers a discount when purchasing 20 or more licenses (up to 50% for volumes over 10,000). After purchase, licenses appear in the ABM console and are ready for assignment.

<!-- MDM command to assign VPP license to iOS device -->
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    <key>RequestType</key>
    <string>InstallApplication</string>
    <key>ManagementFlags</key>
    <integer>1</integer>
    <key>iTunesStoreID</key>
    <integer>123456789</integer>
    <key>Configuration</key>
    <dict>
        <key>Managed</key>
        <true/>
    </dict>
</dict>

VPP licenses are divided into two types: Managed and Redeemable. Managed licenses are tied to the MDM server and allow installing apps on managed devices without user involvement. Redeemable licenses generate promo codes that employees activate on their own through the App Store.

VPP License Types: Managed and Redeemable

VPP offers two types of licenses that differ in assignment method and level of control. The choice between Managed and Redeemable depends on the use case: for corporate devices with MDM, Managed licenses are preferable; for BYOD scenarios, Redeemable licenses with self-installation are better suited.

Managed Licenses are the primary type for corporate use. The license is tied to the MDM process: when MDM sends a command to install an app, iOS automatically links the installation to the organization's VPP license. When an app is removed via MDM, the license returns to the available pool and can be assigned to another device.

Redeemable Licenses are suitable for scenarios where devices are not managed by MDM. The administrator generates promo codes in Apple Business Manager and distributes them among employees. Each code is activated once and is tied to the user's Apple ID. If an employee leaves the company, the license can be reassigned by revoking the code in ABM.

VPP and MDM Integration

VPP integration with MDM is a key feature for corporate app distribution. The MDM server connects to Apple Business Manager through a VPP Token (volume purchase token), which authorizes the MDM to manage VPP licenses on behalf of the organization. Without a VPP Token, MDM cannot install paid apps from the App Store on managed devices.

The integration process involves several steps. First, the administrator generates a VPP Token in Apple Business Manager (Settings → MDM Servers). The token is then uploaded to the MDM solution console (Microsoft Intune, Jamf, Workspace ONE). After that, the MDM gains access to the license catalog and can assign apps to devices.

• VPP Token — a .p7m file (PKCS#7) containing credentials for accessing the organization's VPP licenses
• Automatic installation of apps on devices upon MDM enrollment via DEP or Zero Touch
• License management from the MDM console: assignment, revocation, usage monitoring
• License return when an app is removed from a device or the device is removed from MDM management
• Reports on VPP license usage are available in Apple Business Manager and the MDM console

Modern MDM solutions support automatic assignment of VPP licenses based on device or user groups. For example, when a new iPhone is enrolled in MDM via Apple DEP, the system automatically installs a set of mandatory corporate apps using Managed licenses from the VPP pool. This completely eliminates manual involvement of the IT administrator in the process.

Setting up VPP for an Organization

Setting up VPP begins with registering the organization in Apple Business Manager. Registration requires a D-U-N-S number, a legal address, and confirmation of administrator authority. After the application is approved, the organization gains access to Apple Business Manager, where you can configure VPP and MDM integration.

1. Register in Apple Business Manager (business.apple.com) with the organization's D-U-N-S number
2. Assign a VPP administrator in the Members section of Apple Business Manager
3. Add funds to the VPP account via credit card, purchase order, or Apple Credit
4. Select apps in the Apps & Books catalog and purchase the required number of licenses
5. Create a VPP Token in ABM: Settings → MDM Servers → add MDM → generate token
6. Upload the VPP Token to the MDM solution console and configure app assignment
7. Test Managed app installation on a test device managed by MDM

After setting up VPP, the administrator can manage licenses from a single console. It is important to renew the VPP Token regularly — the token is valid for 365 days. 30 days before expiration, Apple sends a notification, and the administrator must generate a new token in ABM and upload it to the MDM console. An expired token blocks the ability to assign new licenses.

For educational institutions, Apple provides discounts of up to 50% on apps when purchasing 20 or more licenses through VPP. Corporate clients can also receive discounts for bulk purchases of 1000 or more licenses, but the discount amount is determined individually through Apple Enterprise Sales.