Method and system for managing device profiles

An apparatus comprising:

• at least one processor;
• and
• at least one memory including computer program code for one or more programs,
• the at least one memory and the computer program code configured to, with the at least one processor, cause the apparatus to perform at least the following,
• receive, at a cloud-based service platform, a request for a device profile from a mobile device, wherein the device profile specifies information relating to configuration of a graphical user interface and one or more applications associated with the mobile device;
• determine context data for the mobile device;
• select one of a plurality of device profiles based on the determined context data;
• and
• generate a control message specifying the selected device profile for configuring the mobile device.