diff --git a/ee/server/service/vpp.go b/ee/server/service/vpp.go
index 546d47e96f..3c04a4722d 100644
--- a/ee/server/service/vpp.go
+++ b/ee/server/service/vpp.go
@@ -72,19 +72,21 @@ func (svc *Service) BatchAssociateVPPApps(ctx context.Context, teamName string,
 		// Currently only macOS is supported for self-service. Don't
 		// import vpp apps as self-service for ios or ipados
 		payloadsWithPlatform = append(payloadsWithPlatform, []fleet.VPPBatchPayloadWithPlatform{{
-			AppStoreID:       payload.AppStoreID,
-			SelfService:      false,
-			Platform:         fleet.IOSPlatform,
-			LabelsExcludeAny: payload.LabelsExcludeAny,
-			LabelsIncludeAny: payload.LabelsIncludeAny,
-			Categories:       payload.Categories,
+			AppStoreID:         payload.AppStoreID,
+			SelfService:        false,
+			InstallDuringSetup: payload.InstallDuringSetup,
+			Platform:           fleet.IOSPlatform,
+			LabelsExcludeAny:   payload.LabelsExcludeAny,
+			LabelsIncludeAny:   payload.LabelsIncludeAny,
+			Categories:         payload.Categories,
 		}, {
-			AppStoreID:       payload.AppStoreID,
-			SelfService:      false,
-			Platform:         fleet.IPadOSPlatform,
-			LabelsExcludeAny: payload.LabelsExcludeAny,
-			LabelsIncludeAny: payload.LabelsIncludeAny,
-			Categories:       payload.Categories,
+			AppStoreID:         payload.AppStoreID,
+			SelfService:        false,
+			InstallDuringSetup: payload.InstallDuringSetup,
+			Platform:           fleet.IPadOSPlatform,
+			LabelsExcludeAny:   payload.LabelsExcludeAny,
+			LabelsIncludeAny:   payload.LabelsIncludeAny,
+			Categories:         payload.Categories,
 		}, {
 			AppStoreID:         payload.AppStoreID,
 			SelfService:        payload.SelfService,
@@ -418,7 +420,8 @@ func (svc *Service) AddAppStoreApp(ctx context.Context, teamID *uint, appID flee
 		if exists {
 			return 0, ctxerr.Wrap(ctx, fleet.ConflictError{
 				Message: fmt.Sprintf(fleet.CantAddSoftwareConflictMessage,
-					assetMD.TrackName, teamName)}, "vpp app conflicts with existing software installer")
+					assetMD.TrackName, teamName),
+			}, "vpp app conflicts with existing software installer")
 		}
 	}
 
diff --git a/server/service/integration_mdm_test.go b/server/service/integration_mdm_test.go
index e1e839983e..3330fa2052 100644
--- a/server/service/integration_mdm_test.go
+++ b/server/service/integration_mdm_test.go
@@ -11152,6 +11152,87 @@ func (s *integrationMDMTestSuite) TestBatchAssociateAppStoreApps() {
 	assoc, err = s.ds.GetAssignedVPPApps(ctx, &tmGood.ID)
 	require.NoError(t, err)
 	require.Len(t, assoc, 0)
+
+	// Test InstallDuringSetup
+	// Helper functions for verifying what's enabled for setup experience
+	getReturnedSetupExperienceAdamIDs := func(titles []fleet.SoftwareTitleListResult) []string {
+		var adamIDs []string
+		for _, title := range titles {
+			if (title.AppStoreApp != nil && title.AppStoreApp.InstallDuringSetup != nil && *title.AppStoreApp.InstallDuringSetup == true) ||
+				(title.SoftwarePackage != nil && title.SoftwarePackage.InstallDuringSetup != nil && *title.SoftwarePackage.InstallDuringSetup == true) {
+				adamIDs = append(adamIDs, title.AppStoreApp.AppStoreID)
+			}
+		}
+		return adamIDs
+	}
+
+	checkSetupExperienceVPP := func(t *testing.T, platform string, teamID uint, expectedAdamIDs []string) {
+		var respGetSetupExperience getSetupExperienceSoftwareResponse
+		s.DoJSON("GET", "/api/latest/fleet/setup_experience/software", getSetupExperienceSoftwareRequest{},
+			http.StatusOK,
+			&respGetSetupExperience,
+			"platform", platform,
+			"team_id", fmt.Sprint(teamID),
+		)
+		assert.ElementsMatch(t, getReturnedSetupExperienceAdamIDs(respGetSetupExperience.SoftwareTitles), expectedAdamIDs)
+	}
+
+	// Associate with the SetupExperience flag set to true
+	s.DoJSON("POST",
+		batchURL,
+		batchAssociateAppStoreAppsRequest{
+			Apps: []fleet.VPPBatchPayload{
+				// macOS only
+				{AppStoreID: s.appleVPPConfigSrvConfig.Assets[0].AdamID, InstallDuringSetup: ptr.Bool(true)},
+				// macOS, iOS, iPadOS
+				{AppStoreID: s.appleVPPConfigSrvConfig.Assets[1].AdamID, SelfService: true, InstallDuringSetup: ptr.Bool(true)},
+				// iPadOS only
+				{AppStoreID: s.appleVPPConfigSrvConfig.Assets[2].AdamID, SelfService: true, InstallDuringSetup: ptr.Bool(true)},
+			},
+		}, http.StatusOK, &batchAssociateResponse, "team_name", tmGood.Name,
+	)
+
+	checkSetupExperienceVPP(t, "macos", tmGood.ID, []string{s.appleVPPConfigSrvConfig.Assets[0].AdamID, s.appleVPPConfigSrvConfig.Assets[1].AdamID})
+	checkSetupExperienceVPP(t, string(fleet.IPadOSPlatform), tmGood.ID, []string{s.appleVPPConfigSrvConfig.Assets[1].AdamID, s.appleVPPConfigSrvConfig.Assets[2].AdamID})
+	checkSetupExperienceVPP(t, string(fleet.IOSPlatform), tmGood.ID, []string{s.appleVPPConfigSrvConfig.Assets[1].AdamID})
+
+	// Associate with the SetupExperience flag set to nil = no change
+	s.DoJSON("POST",
+		batchURL,
+		batchAssociateAppStoreAppsRequest{
+			Apps: []fleet.VPPBatchPayload{
+				// macOS only
+				{AppStoreID: s.appleVPPConfigSrvConfig.Assets[0].AdamID, InstallDuringSetup: nil},
+				// macOS, iOS, iPadOS
+				{AppStoreID: s.appleVPPConfigSrvConfig.Assets[1].AdamID, SelfService: true, InstallDuringSetup: nil},
+				// iPadOS only
+				{AppStoreID: s.appleVPPConfigSrvConfig.Assets[2].AdamID, SelfService: true, InstallDuringSetup: nil},
+			},
+		}, http.StatusOK, &batchAssociateResponse, "team_name", tmGood.Name,
+	)
+
+	checkSetupExperienceVPP(t, "macos", tmGood.ID, []string{s.appleVPPConfigSrvConfig.Assets[0].AdamID, s.appleVPPConfigSrvConfig.Assets[1].AdamID})
+	checkSetupExperienceVPP(t, string(fleet.IPadOSPlatform), tmGood.ID, []string{s.appleVPPConfigSrvConfig.Assets[1].AdamID, s.appleVPPConfigSrvConfig.Assets[2].AdamID})
+	checkSetupExperienceVPP(t, string(fleet.IOSPlatform), tmGood.ID, []string{s.appleVPPConfigSrvConfig.Assets[1].AdamID})
+
+	// Associate with the SetupExperience flag set to false
+	s.DoJSON("POST",
+		batchURL,
+		batchAssociateAppStoreAppsRequest{
+			Apps: []fleet.VPPBatchPayload{
+				// macOS only
+				{AppStoreID: s.appleVPPConfigSrvConfig.Assets[0].AdamID, InstallDuringSetup: ptr.Bool(false)},
+				// macOS, iOS, iPadOS
+				{AppStoreID: s.appleVPPConfigSrvConfig.Assets[1].AdamID, SelfService: true, InstallDuringSetup: ptr.Bool(false)},
+				// iPadOS only
+				{AppStoreID: s.appleVPPConfigSrvConfig.Assets[2].AdamID, SelfService: true, InstallDuringSetup: ptr.Bool(false)},
+			},
+		}, http.StatusOK, &batchAssociateResponse, "team_name", tmGood.Name,
+	)
+
+	checkSetupExperienceVPP(t, "macos", tmGood.ID, []string{})
+	checkSetupExperienceVPP(t, string(fleet.IPadOSPlatform), tmGood.ID, []string{})
+	checkSetupExperienceVPP(t, string(fleet.IOSPlatform), tmGood.ID, []string{})
 }
 
 func (s *integrationMDMTestSuite) TestInvalidCommandUUID() {