Apple has unveiled an array of tools to assist businesses in amplifying their presence across its vast ecosystem through Apple Business Connect, a free service. Originally launched last year, this robust platform allows businesses to manage their visibility across Apple’s extensive network, which includes Maps, Siri, Spotlight search, Safari, and Wallet. Recently, Apple has expanded the capabilities of this service, enabling businesses to enhance their branding across additional Apple products such as Mail, Tap to Pay on iPhone, and the Apple Phone app. Notably, this service is now open to all businesses, including those without a physical location.
Business Connect originally emerged from a simpler system called Apple Business Register, which enabled businesses to manage their Apple Maps listings. Since its introduction in early 2023, the platform has seen global adoption, with millions of businesses optimizing their appearances to attract customers. This personalization includes elements like place cards, cover photos, logos, business images, short-term promotions known as “Showcases,” and actionable buttons for tasks like “order pickup” or “view menu.”
In addition to customization, businesses can access insights into customer interactions—getting to know how customers find them and what activities they engage in upon visiting the business’s page. With the latest enhancements, even service-based, home-operated, or entirely online businesses can establish a presence. Furthermore, any business can now further manage its branding across more Apple apps and features.
The Business Connect dashboard offers a streamlined way for businesses to input their brand details, such as name, category, logo, and website. It also provides a preview of how the business will appear to consumers. Later this year, these details will be used to give emails a visual overhaul in Apple’s Mail app, replacing the standard gray logo with the business’s brand details. The emails will showcase the brand’s name, logo, and a vibrant header based on the company’s branding, providing a richer experience for users.
Accompanying the redesigned Mail app for iOS 18, which introduces email categorization and grouping similar to Gmail’s tab system, this feature enhances communication visibility. Interestingly, Apple clarifies that email sorting will function independently of a business’s participation in Business Connect.
Businesses will undergo a review process when submitting their brand information for inclusion. They can manage different types of emails or domains, such as marketing versus transactional emails, by signing up today, with branding features starting to roll out later this year.
Tap-to-pay is also getting a makeover, allowing businesses to display their icon and customize their name during transactions, enhancing customer confidence by showcasing payments made to trusted enterprises.
Perhaps one of the most practical upcoming features will integrate branding into the Phone app by next year, marking calls with business names, logos, and relevant department details to help users identify legitimate or potentially unwanted calls.
Through a revamped Business Connect dashboard with intuitive tips and topics, Apple aims to make these features accessible globally. Businesses can sign up using an Apple account and can also manage their extensive location presence through various listing management agencies.
Apple’s senior director of Internet Software and Services Product, David Dorn, expressed enthusiasm, saying, “We’re excited to offer all businesses — including those without a physical location — the ability to create a brand that appears across the Apple apps that over a billion people use every day.” He emphasized that the updates will aid businesses in reaching more customers, building trust, and fostering growth.
