Microsoft quietly folded several Intune Suite features into Microsoft 365 E5 licensing a while back, and most customers I speak to still haven’t noticed. I covered the wider Intune Suite changes in a previous post. This time I want to focus on the one that’s changed how I deploy applications day to day: Enterprise Application Management, or EAM.
If you manage endpoints for a living, application packaging is probably the job you complain about most. Not because it’s difficult, but because it’s relentless. You package Chrome, it updates. You package Adobe Reader, it updates. You blink, and half your estate is running something with a CVE against it. EAM is Microsoft’s attempt to take that grind off your plate, and having run it in a few production tenants now, I think it’s one of the more genuinely useful things to land in Intune in a while.
What EAM actually is
Strip away the marketing, and EAM is a Microsoft-curated app catalogue sitting inside Intune. Instead of you sourcing an installer, building a Win32 package, writing detection rules and testing an uninstall string, you pick the app from the catalogue and Microsoft has already done that work for you.
It covers the usual suspects: Chrome, Firefox, Zoom, 7-Zip, Notepad++, Webex, Power BI Desktop, and a growing list of others. Microsoft owns:
- Onboarding the app into Intune
- Keeping the deployment package current
- Version tracking and supersedence
- Security patching as new releases land
None of this is new in concept. Third-party patching tools have existed for years. What’s different is that it’s built into Intune itself, with no extra agent and no extra console to log into.
Why this problem needed solving
A typical Win32 deployment in Intune looks something like this: get the installer, wrap it, write install and uninstall commands, build detection logic, set requirement rules, test it, deploy it, then repeat every time the vendor ships an update. For an internally built line-of-business app, fine, you only do that occasionally. For Chrome, which ships a new version roughly every month, it’s a treadmill.
Now multiply that across a realistic estate. Most organisations I work with are running something close to this list on every device:
- Adobe Acrobat Reader
- Notepad++
- 7-Zip
- Google Chrome
- Mozilla Firefox
- Zoom
- VLC Media Player
- Cisco Webex
- Power BI Desktop
Every single one of those is a live update problem and, if it falls behind, a live security problem. That’s the bit EAM is aimed at, and it’s the right bit to aim at.
Setting one up
This is genuinely one of the least painful parts of the Intune admin experience. Go to Apps, All Apps, Add, and choose Enterprise Application Catalogue App. Search the catalogue, pick your application, and Intune builds the deployable object for you.
From there you’re just doing the normal admin work: assignments, availability, scope tags, notification behaviour, restart grace periods. No packaging, no detection scripting, no fiddling with silent install switches at 6pm on a Friday because the vendor changed them again.
Automatic updates, and how they actually behave
This is the feature that matters most, in my view. When Microsoft refreshes a catalogue app, the package and metadata update behind the scenes, and you choose whether new versions roll out automatically or wait for your review.
I’d push back gently on going fully automatic for everything, everywhere, on day one. I’ve seen a vendor update break a plugin dependency in the wild, and if you’ve gone fully hands-off you find out from your service desk instead of from testing. Automatic updates for browsers and utilities, yes. A short pilot ring for anything with real business dependencies, always.
Why security teams should care
A large share of the exploited vulnerabilities I see in incident reviews aren’t in Windows itself. They’re in the browser, the PDF reader, the compression tool, the conferencing client — the applications nobody thinks about until they’re on a CVE list. Keeping that layer current is one of the highest-leverage things you can do for your attack surface, and it’s also one of the most neglected, because it’s tedious.
EAM won’t fix a badly configured firewall or a weak identity story, but it closes a gap that gets exploited constantly: known-vulnerable, unpatched third-party software sitting on end-user devices for months because nobody got around to repackaging it.
It also ties in cleanly with things security teams already care about, without needing a separate project to justify it:
- Microsoft Defender Vulnerability Management remediation
- Cyber Essentials Plus and ISO 27001 patching requirements
- Zero Trust principles around reducing attack surface and removing unsupported software
If your vulnerability management reports keep flagging the same handful of outdated applications every month, EAM is the practical fix, not another policy document.
Supersedence: don’t skip this part
EAM plugs into Intune’s supersedence engine, which lets you retire old versions cleanly as new ones roll in — upgrading Adobe Reader builds, moving Chrome Enterprise channels along, that sort of thing.
Set this up properly. I’ve been into more than one tenant where three generations of the same application were all still assigned, because nobody ever went back and cleaned up the old packages after EAM took over. Write down what’s approved, what version is current, and when old packages get retired. EAM does the mechanical work; someone still has to own the decisions.
Keep an eye on it — don’t deploy and forget
Deployment is the easy part. The bit people skip is watching whether it actually worked. Inside Intune, check install status by device and by user, and keep an eye on your application assignment and endpoint analytics reports.
As a rule of thumb, I want deployment success sitting comfortably above 95%, and I want to know immediately if a particular vendor’s installer starts failing more often than the others — that’s usually the first sign something’s changed upstream. Track update compliance and flag devices still on unsupported versions. None of this is glamorous, but it’s what turns EAM from a nice demo into something you can actually stand behind in an audit.
EAM and Autopilot: a genuinely good pairing
If you’re provisioning devices through Windows Autopilot, EAM applications fit in well. Devices enrol, catalogue apps install automatically, and updates carry on being managed after the fact without you touching the build again.
Browsers, PDF readers, collaboration tools, remote support software, core productivity apps — these are the categories I’d put through EAM first in a new build. It cuts real time out of provisioning and takes ongoing maintenance off the image entirely.
A few things I’d tell any team starting out with EAM
Start with your worst offenders
Don’t onboard everything at once. Start with the applications that update most often and sit on the most devices — usually browsers and PDF readers. That’s where the effort saved is highest.
Run update rings, same as Windows Update
Pilot, IT team, early adopters, then everyone else. It’s an extra bit of process, but it means a bad vendor update hits ten machines, not ten thousand.
Work with your vulnerability management team, not around them
Let Defender Vulnerability Management findings tell you which applications to prioritise for automated maintenance. It’s a better prioritisation signal than guesswork.
Retire the old Win32 packages
Once an EAM version is validated, get rid of the legacy package. Running both indefinitely just creates confusion about which one is actually in control of a given device.
Watch the deployment reports, weekly if you can
Installation failures, version compliance, update success rate. If nobody looks at these, you won’t know EAM has quietly stopped working for a subset of devices until someone complains.
Pilot everything, even Microsoft’s own packages
Microsoft maintaining the package doesn’t mean the vendor’s update can’t still break something on your estate. Test before you push wide, the same as you would with anything else.
Where EAM won’t help you
It’s not a replacement for proper Win32 packaging, and Microsoft hasn’t pitched it as one. Line-of-business applications, custom internal software, anything needing heavy customisation or vendor-specific install parameters, and legacy software with awkward dependencies — that’s still manual packaging territory.
A mature Intune environment ends up running both approaches side by side. That’s not a shortcoming of EAM, it’s just the reality of enterprise application estates: some things are common enough for Microsoft to maintain centrally, and some things are yours to own.
Where I land on this
Enterprise Application Management is one of the more immediately useful things E5 customers have picked up recently, and it doesn’t need a big project plan to start getting value from it. Hand the packaging and update treadmill to Microsoft, and your team gets time back for governance, security work, and the things that actually need a human making a judgement call.
For security-minded organisations specifically, the win isn’t really convenience — it’s exposure. Fewer outdated applications sitting on endpoints means fewer easy wins for an attacker, better numbers in your vulnerability reports, and a stronger story for Cyber Essentials Plus, ISO 27001, or whatever framework you’re being measured against.
Pair it with Windows Autopilot and Defender, get your reporting discipline right, and EAM stops being a nice-to-have feature and starts being a genuine part of how you keep an estate current at scale. I’d rather spend my time on that than repackaging Chrome for the fortieth time this year.