JNUC 2025 keynote: Elevate with Jamf!

Welcome to JNUC 2025

John Strosahl, Jamf’s CEO, kicked off the keynote with a warm welcome to everyone in Denver and those via live stream. "We’re so glad you’re with us," said Strosahl to the enthusiastic crowd. "Welcome to JNUC 2025! We’re thrilled to be in this tremendous city, bringing together the best community in tech to connect, collaborate and learn from each other. And we may have a little fun along the way."

"JNUC, for us, is always a highlight," said Strosahl. "It's where we learn the most. You bring your real-world challenges here, and you share your creative solutions with us, which shapes what we're going to talk about today and the rest of the week."

Apple’s continued momentum in the enterprise

Apple, said Strosahl, saw a 22% increase year over year as of Q2 in 2025. As Apple adoption grows, so does the opportunity and the responsibility to manage and secure these devices at scale.

"As of today, Jamf helps more than 75,000 organizations across 100 countries manage and secure over 30 million devices."

"From hospitals to schools, banks to retail stores, and manufacturing floors to airlines," continued Strosahl, "we serve some of the most mission-critical environments in the world, representing approximately 65% of the Fortune 500."

At last year’s JNUC, Jamf introduced many powerful new developments, including:

• Blueprints
• Compliance benchmarks
• Self Service+
• AI Assistant
• Vulnerability management

This year, Jamf has continued to focus on what customers tell us they need.

"You need tools that are automated and efficient," said Strohsal. "You've told us you need to boost user productivity while securing devices and access in an ever-evolving threat landscape."

"In the spirit of the Mile High City of Denver, Colorado and the backdrop of the Rocky Mountains," he added, "this year, we’re inviting you to Elevate with Jamf."

To truly support your organization, continued Strosahl, you need to take a step beyond MDM and view your Apple fleet through a complete management and security lens.

What does it mean to elevate with Jamf?

"To elevate," said Strohsal, "is to raise and to improve — and that’s exactly what we’re helping you do."

Strohsal discussed:

• Reaching the full potential of Apple environments
• Using capabilities within a flexible, extensible platform
• Integrating seamlessly into existing tech stacks through an API ecosystem and intelligent AI tools

"Our mission at JNUC this week is simple," he continued, "to show you everything you need to reach your Apple pinnacle."

me fun along the way."

"JNUC is always a highlight for us at Jamf," he continued, "not just because of the energy, the ideas and the innovation — but because it’s where we learn the most."

Strosahl highlighted the real-world challenges, creative solutions and great ideas at JNUC that help us shape our roadmap for Apple management and security.

Apple

Jeremy Butcher from Apple greeted the applauding crowd, discussing Apple's growth in the enterprise, where it is fast becoming the most popular device for business.

Apple in healthcare

Emory Hospital uses Platform SSO to manage Mac, iPhone, and Apple Watch.

In particular, the hospital authenticates Mac or iPhone users using employee badge technology. They can tap iPhone or Apple Watch to the device to log in and out.

Jamf Nation applauded this innovation.

visionOS

Butcher also discussed enterprise APIs for visionOS, which allows for flight simulations and even product tours via Apple Vision Pro.

iPhone and iPad

Declarative Device Management allows Apple admins to:

• Easily update an app on a device locked in single-app mode
• Pin a specific version to apps
• Tell all fleets to update to a specific OS at a specific date and time
• Extend this control to third-party apps

Jamf Nation thanked Butcher with enthusiastic applause as he handed the presentation back to Jamf CIO Linh Lam.

DDM is the future

Linh Lam, Jamf’s CIO, took the stage next to discuss Declarative Device Management (DDM), comparing traditional MDM with DDM.

"It’s time to usher in the next era of managing and securing devices," said Lam, "one that is modern, secure, scalable and more reliable."

Traditional MDM:

• Tells a device what to do
• Pings the device at intervals to ensure all is well
• If it is not well, after receiving a report from the device, then tells it what to do.

DDM:

• Tells a device what to be: defining the desired end-state for a device and allowing the device to self-correct autonomously.
• Automates the enforcement of policies
• Resolves any issues faster than traditional MDM

This means that DDM lays the groundwork for a more secure and manageable future with fewer scripts or manual interventions with a system that scales naturally with your organization.

"But what does this mean for you and your Apple environment, managed by Jamf?" asked Lam. "Over the past few years, we’ve kept our focus on the specific ways Declarative Device Management can make you more successful by building a flexible architecture and services behind the scenes so we can be more agile and deliver more quickly."

Jamf’s approach to DDM over the past years have included:

Blueprints

Blueprints offer dynamic and easy-to-use workflows across Mac and mobile. Blueprints offer a supercharged approach to managing devices settings, commands, app installations, restrictions through DDM.

Many Jamf customers have already adopted blueprints. And many have told Jamf that you need more. Lam thanked these customers for the feedback. "We hear you and we’ve been hard at work building what you’ve asked for."

"We’re really excited," she continued, "about how far we’ve come with blueprints and what we have on the horizon to help you harness the power of blueprints in your environment."

In the past year Jamf has added:

• 12 declarations
• 28 configuration profiles
• Key feature support for Apple’s beta OS versions just a few weeks after they were introduced.

The advantages of DDM

"Keeping your software up to date poses some real challenges," continued Lam. "You’re trying to balance security with the user experience, because of course you can’t just push out commands any time that might disrupt work."

Traditional methods of scheduling and pushing updates have not been very agile, explained Lam. “Every update is a new cycle of reinvention, configuration and scripting, and it works. But it doesn’t scale.”

Lam outlined attempts that have been made in the past to make updates easier such as app or script-based workflows, which can be repetitive and difficult.

“Apple has embraced this challenge with declarations to schedule an enforcement date for software updates,” continued Lam, “which allows a device to autonomously enforce updates, leveraging built-in Apple notifications that inform users as the update process completes.”

Announcement: ‘set it and forget it’ software update workflow

“Introducing the ‘set it and forget it’ software update workflow via blueprints, designed to shift the burden from you, the admin, to the system, said Lam excitedly. “With this workflow, you define your update behavior once and devices self-evaluate and self-enforce. No more constant checking, scripting, or reinventing the process.”

AI at Jamf

Jamf’s Senior Vice President of Engineering, Akash Kamath, then took the stage.

“Here’s the reality for IT and InfoSec teams,” said Kamath, “time is everything and you never have enough.

Kamath outlined the ever-growing list of difficulties these teams face as they juggle updates, tickets, compliance checks and security alerts. “But you need to cut through the noise, solve problems fast and focus on higher-value work,” he continued. “You need to elevate.”

Two years ago while ChatGPT was becoming a force, Jamf leadership recognized an opportunity to make our tools more intuitive and to help flatten the learning curve. “We put forward our hypothesis about how AI should work in Apple enterprise management,” he said. “Many of you told us exactly what you needed, what questions you wanted to ask and what problems needed solving.”

After Jamf Nation told leadership that control of feature enablement was paramount, Jamf got to work and created AI Assistant: intelligent, natural language support across Jamf Pro and beyond. And earlier this year, Jamf added two powerful tools: explain and search.

Kamath outlined some of the successes that have resulted from more organizations approving AI Assistant:

• Engagement continues to climb as admins return repeatedly to AI Assistant.
• Average conversations run more than four turns, showing that AI Assistant is solving complex problems.
• In-product feedback is more than 99% positive.

Announcement: AI Assistant coming to Jamf Protect

“Security teams face an avalanche of alerts,” said Kamath. “The challenge isn’t just detection anymore; it’s also rapid and accurate triage. Understanding what truly matters and responding immediately can make all the difference.”

Later this year, AI Assistant will extend to Jamf Protect and, in plain language:

• Analyze telemetry
• Connect events
• Explain what happened
• Explain why it matters
• Lay out exactly what steps to take

Kamath then showed audience members exactly how it will work in a security demo.

“But we're not stopping at product features,” said Kamath. “AI accelerates everything we do at Jamf to deliver more value, faster.”

He went on to outline how Jamf teams use AI:

• Engineers: for rapid code iteration, automated testing, and experiments with autonomous AI agents that review and fix bugs overnight
• Support teams: to resolve issues faster
• IT: using AIOps to predict and prevent infrastructure issues before they impact you

“Every efficiency we gain translates directly to better products, faster updates, and more responsive support for you,” continued Kamath.

He then encouraged that attendees visit the AI booth in the Expo Hall to experience the tools for themselves.

“The future of Jamf is fast, intelligent and secure,” concluded Kamath. “This is enterprise AI done right.

Amid applause, he then welcomed Jamf’s Senior Vice President of Engineering, Mike Campin, to the stage to discuss Jamf APIs.

Jamf APIs

“Modern business runs on a complex mix of specialized tools that all need to work together,” said Campin. “In a world where efficiency, flexibility and customization are required, APIs aren’t just a technical feature, they’re a growth engine that unlocks integration, automation and innovation.”

"With the right APIs,” he continued, “your tech stack can adapt, scale and evolve to meet the ever-changing needs of your business.”

Jamf’s already thriving API ecosystem:

• Contains more than 500 tech products from Google, AWS and Microsoft as well as smaller industry-specific tools
• Serves 26,000 customers; nearly a third of all Jamf customers are actively integrating with our APIs
• Handled 34 billion API calls

“We see strong demand for our APIs and that demand is only going to grow,” said Campin. “You have consistently asked for the building blocks to automate, extend and innovate across your Apple environment.”

Announcement: Platform APIs

“You’re already part of this API-powered ecosystem,” said Campin, “and now we’re doubling down with the launch of our new Platform APIs: a unified, predictable way to build across the entire Jamf Platform.”

He explained to the applauding crowd how Platform APIs will enable them to go further than ever before, from quick custom workflows to large-scale enterprise solutions.

A breakdown of what this announcement means for Jamf customers

• Developers: Jamf’s new Platform APIs deliver a consistent, intuitive experience, removing the need to relearn authentication, call structures or juggle different versions of documentation.
• IT and security teams: Jamf’s new Platform APIs can remove the manual work that slows you down, or the ambitious use cases that make up your strategic roadmap.
• Tech partners: our new Platform APIs form the foundation for deeper integration. They simplify the development of connectors, ease deployment and configuration, and expose our full depth of capabilities.

Campin, joined by Daniel MacLaughlin, Senior Consulting Engineer for Implementation, led the crowd through a live demo of Platform APIs.

Taken together APIs, blueprints, compliance benchmarks, Smart Groups and device inventory form the foundation for Jamf’s long-term Platform API strategy.

Campin went on to offer attendees a roadmap showing where Jamf (and our customers) are headed. “It’s a roadmap that, over time, will unify Jamf’s APIs and expand coverage across the entire platform,” he said.

Coming soon, API builds will impact:

• Device lifecycle
• Security and compliance
• Zero Trust
• The user experience

Jamf’s existing product APIs aren’t going away, either. They’ll keep working as they always have.

“Whether you’re using our web consoles as your daily drive, increasingly leveraging AI, or you’re all-in on the APIs,” said Campin, “the Jamf Platform will be here for you.”

To bring this to life, Campin and Daniel MacLaughlin shared a second demo.

Announcement: Jamf platform Terraform provider offers Infrastructure as Code (IaC)

“Today,” said Campin, “I’m excited to announce a fourth way to work with Jamf: the Jamf Platform Terraform Provider. It’s our first official Jamf-maintained solution that brings Infrastructure as Code (IaC) workflows to Apple management.”

Whether you prefer to work with UI, AI, API or IaC, the Jamf Platform is here for you. The APIs make this possible. They underpin:

• New user experiences
• Jamf’s AI developments
• Our new IaC Terraform provider

“Many of these same APIs are available to you,” Campin said, “to integrate, build, extend and innovate. Whether you’re solving a unique problem, launching a new integration or have the next big idea in the IT and Security space, then Jamf is the platform for you.”

He encouraged attendees to stop by the API booth in the expo hall and attend the API and IaC sessions.

As the attendees marveled at these innovations, Sam Johnson, Jamf’s Chief Customer Officer, took the stage amids much applause.

“Jamf Nation,” said Johnson, “when we started this morning, we talked about elevating together. About taking Apple management and security to new heights. Today we made that climb. I’m feeling Jamf Nation vibes as Rocky Mountain highs!”

Johnson reviewed what attendees had just heard about:

• Modern management with blueprints and DDM
• More granular capabilities for administrators
• AI Assistant that helps customers work more efficiently
• The expanded Jamf API ecosystem allows teams to integrate Jamf into the heart of their existing tools and workflows

“But no one tells the story better than you,” said Johnson. “The real impact of Jamf comes to life through the people in our Jamf Nation community who use it every day to solve challenges, innovate and elevate their organizations.”

Johnson then welcomed End User Computing Architect Rob Barlow from Tapestry to the stage for a fireside chat, where audience members learned about Tapestry: a global house of iconic accessories and lifestyle brands uniting Coach and Kate Spade New York. They also learned about how Tapestry uses Jamf to expand the reach of these iconic brands to new geographies and generations.

The power of Jamf Nation connections

"But Jamf isn’t just about the technology," said Johnson. "It’s about the community. Everyone in this room, and the hundreds of thousands around the globe, are part of Jamf Nation."

This year, Jamf Nation has:

• 50K members
• 300K posts
• 100+ Jamf Heroes
• 54 user groups in 13 countries

"But let’s also be sure to cherish these in-person connections as well," said Johnson. "Not just this week, but all year round."

Johnson encouraged attendees to sign up for local user groups in their areas and to be on the lookout for Jamf Nation Live events, with opportunities to connect in person outside of JNUC.

Johnson then gave a shout-out to Takumi Nakanishi, IT System Administrator and organizer of Jamf Macadmin User Group in Tokyo — who gained entry to the Jamf Hall of Fame this year.

"This week is your base camp," said Johnson. "So dive into the sessions, explore the Expo Hall, turn on SSO in Jamf Account, try out some new blueprints, test your next-gen AI skills, or build something awesome with the Platform API!"

"But most importantly," he concluded, "connect with other Jamf Nation members. What we do here shapes where we go next."

CEO John Strosahl rejoined the stage to encourage attendees to enjoy JNUC and make the most of it. But first, he announced that JNUC 2026 will be in Kansas City, Mo., September 23-25. "Kansas City has some of the best barbecue in the world," said Strosahl. "We're going to have a great time together."

“I’m so excited by everything we’ve covered today,” he continued, “and I hope you are too. While this week is just the start of your climb, the journey continues — and we can’t wait to come back together next year to see how far we’ve all gone.”

“I just want to re-emphasize that the real power of Jamf isn’t just in the platform,” continued Strosahl. “it’s in the people. We’ll keep building the tools. You keep climbing higher. Together, we’ll keep making Apple in the enterprise the gold standard for productivity, security and user experience.”

Strosahl went on to thank all JNUC sponsors with a special thanks to Premiere sponsors 1Global, Galide and Chrome Enterprise.

“Thank you for being here,” he concluded. “Thank you for trusting Jamf. And thank you for everything you do to help organizations succeed with Apple. Here’s to an incredible JNUC — let’s elevate the possibilities.”