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Configure Apple branded mail

Configure Apple Business Connect for email branding

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Overview

Apple Branded Mail allows brands to display their logos beside emails in Apple Mail inboxes (iOS, macOS, and iCloud.com), enhancing brand recognition and trust. Follow these steps to set up Apple Branded Mail for your domain through Apple Business Connect.

The benefits of setting up Apple Branded Mail include:

  • Enhanced Brand Recognition: Displaying your logo increases brand visibility in Apple Mail.

  • Increased Trust and Engagement: Verified logos boost recipient confidence, potentially improving open rates.

  • Inbox-Level Visibility: Unlike BIMI in some clients, logos appear directly in the inbox view without requiring the email to be opened.

  • Broader Apple Ecosystem Integration: Your brand can also appear in Apple Maps, Wallet, Siri, and other Apple services.

Step 1: Ensure Strong Email Authentication

To meet Apple Branded Mail requirements, your domain should have robust email authentication protocols in place. SPF, DKIM, and DMARC are the core standards required.

SPF (Sender Policy Framework)

SPF specifies which mail servers are authorised to send email on behalf of your domain, helping to prevent spoofing.

Bird automatically sets up SPF for you to send mail from your email channel.

DKIM (DomainKeys Identified Mail)

DKIM adds a digital signature to outgoing emails, which recipients can use to verify that the email originated from your domain and wasn't altered in transit.

DKIM should be setup as part of verifying your domain when installing your email channel.

DMARC (Domain-based Message Authentication, Reporting & Conformance)

Create a DMARC Record

Create a TXT record in your DNS with the name _dmarc.yourdomain.com.

Specify the Policy

To meet Apple Branded Mail requirements, set the p (policy) value to quarantine or reject:

p=quarantine (Flag Suspicious Emails): Instructs receiving servers to treat failed emails as suspicious and place them in the spam/junk folder.

Example:

v=DMARC1; p=quarantine; pct=100; rua=mailto:[email protected];

p=reject (Full Enforcement): Directs receiving servers to completely reject failed emails, blocking them from delivery.

Example:

v=DMARC1; p=reject; pct=100; rua=mailto:[email protected];

Additional Setting

pct Tag: The pct (percentage) tag specifies the percentage of emails to which the policy applies, useful when gradually enforcing stricter policies (e.g., pct=50 applies the policy to 50% of emails).

sp Tag: The sp tag applies a receiver policy to subdomains. For example: sp=quarantine;

Add Reporting Addresses

Use the rua (aggregate reports) and ruf (forensic reports) tags to receive reports on how your emails are handled, allowing you to monitor email traffic and detect spoofing attempts.

Example:

v=DMARC1; p=quarantine; rua=mailto:[email protected]; ruf=mailto:[email protected]; pct=100;

  • rua sends aggregate reports to [email protected]

  • ruf sends forensic (failure) reports to [email protected]

Not all receiving mail servers send forensic reports, and some may redact certain information for privacy reasons.

Monitor DMARC Reports

DMARC reports provide data on emails sent from your domain. Use this data to track unauthorised use of your domain and adjust your SPF and DKIM settings as necessary.

Step 2: Register with Apple Business Connect

Create an Apple Business Connect Account

  1. Visit Apple Business Connect

  2. Sign in with your Apple ID (iCloud account) or Apple Business Manager credentials

  3. If you don't have an Apple ID, you'll need to create one

Add Your Business

  1. Once logged in, add your business information:

    • Business name

    • Address (if applicable for physical locations)

    • Contact information

    • Business category

  2. Complete Apple's verification process for your business

Your brand logo for Apple Branded Mail has different requirements than BIMI.

Logo Format and Specifications

Apple Branded Mail uses bitmap images rather than vector formats:

  • Supported Formats: PNG, JPEG, or HEIF

  • Minimum Size: 1024 x 1024 pixels

  • Maximum Size: 4864 x 4864 pixels

  • Aspect Ratio: Must be square (1:1)

  • Background: Should use a solid color background (transparent backgrounds may not display as expected)

  • File Size: Keep the file optimized for quick loading

Trademark Requirements

Unlike BIMI's VMC requirements, Apple Branded Mail:

  • Does not require a trademarked logo

  • Does not require proof of prior use

  • Follows Apple's standard brand identity guidelines

This makes Apple Branded Mail significantly more accessible than BIMI with VMC.

Step 4: Verify Your Domain

Add Domain Verification Record

  1. In your Apple Business Connect dashboard, navigate to the Branded Mail section

  2. Add the domain you want to verify (e.g., yourdomain.com)

  3. Apple will provide you with a TXT record for domain verification

Create DNS TXT Record

Add the provided TXT record to your DNS settings:

Host: apple-domain-verification.yourdomain.com
Type: TXT
Value: [unique verification code provided by Apple]

Confirm Verification

Return to Apple Business Connect and click "Verify Domain." Apple will check for the DNS record and confirm your domain ownership.

  1. In Apple Business Connect, navigate to your business profile

  2. Upload your brand logo following the specifications from Step 3

  3. Add your brand name as it should appear in Apple Mail

  4. Submit for Apple's review

Apple will review your submission to ensure it meets their guidelines and is appropriate for display.

Step 6: Configure Email Sender Information

In your Apple Business Connect dashboard:

  1. Add the email addresses or domains that will send branded emails

  2. Confirm these match the domains you've verified

  3. Ensure these domains have proper DMARC authentication in place

Step 7: Test and Monitor Your Apple Branded Mail Implementation

After approval and setup:

Testing

  • Send test emails from your verified domain to Apple Mail accounts

  • Check visibility on:

    • iOS devices (iPhone, iPad)

    • macOS devices

    • iCloud.com webmail

  • Verify the logo appears correctly in the inbox view

Monitoring

  • Apple Business Connect Dashboard: Monitor your brand's status and any issues reported

  • Email Deliverability: Continue monitoring overall email delivery and engagement metrics

  • DMARC Reports: Maintain regular review of DMARC aggregate and forensic reports to ensure authentication remains healthy

Timeline

  • Setup Time: Typically 2 weeks from start to finish, including Apple's verification and review

  • Logo Rollout: Logos begin appearing to recipients once iOS 18.2 or later is installed on their devices

Additional Benefits

Setting up Apple Business Connect can provide benefits beyond email:

  • Apple Maps: Your business information and logo appear in Maps

  • Apple Wallet: Enhanced brand presence in Wallet transactions

  • Tap to Pay: Your logo displays instead of generic category icons

  • Business Caller ID: Coming in future updates, your brand name and logo will appear for phone calls

Troubleshooting

Logo Not Appearing

If your logo isn't displaying in Apple Mail:

  1. Verify DMARC Policy: Ensure your DMARC policy is set to quarantine or reject, not none

  2. Check Domain Verification: Confirm the TXT record is properly configured and verified in Apple Business Connect

  3. Review Apple's Approval Status: Check your Apple Business Connect dashboard for any pending reviews or issues

  4. iOS Version: Ensure recipients are using iOS 18.2 or later, macOS equivalent, or updated iCloud.com

  5. Wait for Propagation: DNS changes and Apple's system updates may take 24-48 hours to fully propagate

Domain Verification Issues

If domain verification fails:

  1. Ensure the TXT record is added to the correct DNS zone

  2. Allow sufficient time for DNS propagation (up to 48 hours)

  3. Use DNS lookup tools to verify the record is publicly visible

  4. Check for typos in the verification code

Apple Branded Mail vs BIMI

Both Apple Branded Mail and BIMI can work together. Key differences:

Feature
Apple Branded Mail
BIMI

Ecosystem

Apple Mail only (iOS, macOS, iCloud.com)

Cross-platform (Gmail, Yahoo, Apple Mail, etc.)

Recipient Coverage

~40% of email users

Gmail, Yahoo, and other supporting providers

Logo Format

Bitmap (PNG, JPEG, HEIF)

SVG Tiny PS

Certificate Required

No

VMC or CMC typically required

Trademark Required

No

Yes (for VMC) or 12-month use (for CMC)

Setup Time

~2 weeks

6-12 months with VMC, or weeks with CMC

Cost

Free

VMC can be expensive; CMC is free

Inbox Display

Always visible in Inbox

Varies by provider

Gmail Blue Checkmark

No

Yes (with VMC only)

Additional Benefits

Apple Maps, Wallet, Siri, Phone

Email-only

For maximum brand visibility, implementing both Apple Branded Mail and BIMI is recommended to cover the broadest range of email clients and recipients. Learn more about BIMI →

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