Set up Apple Business

When someone taps your business in Apple Maps, they see its place card: your name, hours, phone number, photos and more. Apple says place cards show up across its apps, from Maps to Siri, Safari, Spotlight, Calendar and Messages.

Apple's free tool for managing your place card used to be called Apple Business Connect. On April 14, 2026, Apple replaced it with Apple Business, a single free platform that also covers things like managing company devices. For a small business, the part that matters here is the same: claiming and managing your place on Apple Maps.

1. Go to business.apple.com and select Sign up now.
2. Enter your organization's name, website and address. Apple says the website is optional, but adding it can speed up verification.
3. Leave the agency checkbox unticked. It's only for companies that manage brands for other businesses.
4. Enter your first and last name (a real person's name, not a job title), your country or region, a password, and a phone number for verification codes.
5. Enter the codes Apple sends to your email and phone, then review and agree to the terms.

Apple calls this verifying your organization, and your first location depends on it. Don't put it off: you have 60 days after signing up, and if your organization isn't approved in that time, Apple deletes it and its data.

1. In Apple Business, choose Settings, then Organization, and select Verify Now.
2. Apple asks for two kinds of proof. The options include:
   • A business ID: a D-U-N-S Number (a business ID from Dun & Bradstreet) or an EIN (the federal tax ID number for businesses).
   • Your domain: adding a TXT record to your domain's DNS settings, the same kind of step as in our Search Console guide.
   • An official document: such as a business license, sales tax permit, lease or utility bill.
3. Add your second proof, then select Send for Review.

Apple says the review can take up to five business days, and longer when it's busy.

1. Choose Brands, then Locations.
2. Select the Add button at the top right.
3. Type your business's name. If Apple Maps already has it, select it from the list. If not, choose to add a new location with that name and enter your address.
4. Check the map marker. Drag the map until the marker sits on top of your building (not the street, the sidewalk or the parking lot), then select Next.
5. Enter your details: primary category, status (Open or Opening Soon), phone number and website. Apple also accepts a Facebook, Instagram or TikTok page as the website.
6. Select Next, set your hours, then choose your brand (or create one).
7. Finish up. If your business was already on Apple Maps, you may be offered a phone call to verify: Apple calls the number it has on file, and you enter the four-digit code. Otherwise, your organization's verification covers it.

Select your location, then Info, and work through it:

• Logo and cover photo. Apple reviews photos before they appear.
• Display name. Exactly the name on your storefront or website, and nothing else: no slogans, no extra descriptions, no symbols like ®.
• About. A short description of your business: what you're known for, your specialties, your story.
• Address. The address customers use to find you, written the way it's listed on your website.
• Hours. Your regular hours, matching your website. Add special hours for holidays or one-off changes.

Apple's help describes the address as the place where customers get your goods or services during opening hours. So Apple Business fits best if customers come to you.

A showcase is a small promotion on your place card: a photo, a headline, a line of text and a button, like "Order" or "Reserve." Use it for a deal, a new product or a seasonal special. You can add one once your location is verified.

1. Choose Brands, then Locations, and select your location.
2. Select Showcases, then Create.
3. Add a photo, write its alt text (a short description of the photo for people who can't see it), and crop it.
4. Add a heading, a short body and an action (the button).
5. Pick a start and end date, then select Send.

Showcases can run for up to 365 days, and the default is 90. Apple reviews each one, which can take up to three calendar days, so plan ahead and avoid editing a showcase while it's in review.

If your place card says you're open and a customer finds you closed, they can report it to Apple from your place card. Apple may then update your name, status or hours, and email you when it does. When that happens, sign in, review the change, and either accept it or change it back.

• You're running out of time to verify. Start verification as soon as you sign up. After 60 days, an unapproved organization is deleted.
• Emails from Apple aren't arriving. Check your spam folder, and allow mail from apple.com.
• You don't recognize the phone number Apple offers to call. Contact Apple Business support before going ahead.
• A showcase was rejected. Check it against Apple's photo and text guidelines. If you added more than one language, a problem in any one of them rejects the whole showcase.
• Your location is managed by someone else. Use Request Transfer, as above.

Make sure your other map listings say the same thing as your place card: your Google Business Profile and Bing Places.

This guide is free for everyone. It's also one of the step-by-step setup guides included with our SEO and AI-search audit, so every fix in your report comes with instructions you can follow.