Apple Business Connect is a free tool that lets small business owners manage how their business appears across Apple's services
Apple Business Connect is a dashboard where you claim and update your business information on Apple Maps, Siri, and Spotlight — the search tool built into iPhones and Macs. When someone searches for your business on an Apple device, they see what you put in this dashboard: your hours, phone number, website, photos, and whether you're open right now.
You don't pay anything to use it. Apple doesn't charge small businesses to list themselves. The catch is that you have to claim your business first — if you don't, Apple may still show information about you, but you won't be able to change it.
Think of it as the Apple version of Google My Business. Google lets you manage your listing on Google Search and Google Maps. Apple Business Connect does the same thing for people using Apple's own search and maps.
Key Takeaways
- Apple Business Connect is free and lets you control what appears when someone searches for your business on an iPhone, iPad, or Mac.
- You claim your business by verifying your phone number or email, then update your hours, photos, website, and contact details.
- Information you add shows up on Apple Maps, Siri voice search, and Spotlight, which is the search box on every Apple device.
- If you don't claim your business, Apple may still list it with outdated or incorrect information that you cannot change.
How to claim your business on Apple Business Connect
Go to business.apple.com and search for your business by name and location. If it already exists in Apple's system, you'll see it listed. Click "Claim this business" and Apple will ask you to verify that you own or manage it.
Verification usually happens one of two ways. Apple can send a verification code to your business phone number via text or call, or to your email address. You enter that code back into the dashboard and you're verified. This takes a few minutes.
If your business doesn't show up in the search, you can add it manually. You'll need your business name, address, phone number, and category (restaurant, plumber, salon, and so on). Apple reviews new listings before they go live, which usually takes a few days.
What information you can update
Once you've claimed your business, you can change almost everything customers see. Update your hours — including holiday hours and temporary closures. Add or change your phone number and website. Upload photos of your storefront, products, or team. Write a short description of what you do.
You can also set your business status to "Open now," "Closed," or "Temporarily closed," which shows up when ready when someone searches for you. This is useful if you close early for a private event or shut down for a day.
You cannot change your business address through the dashboard. If you've moved, you'll need to contact Apple through the app to update your location.
Where your information appears
When someone with an iPhone or Mac searches for your business by name, they might see your listing in three places. Apple Maps shows your location on a map, hours, phone number, and photos. Siri — the voice assistant — can read your hours and phone number aloud if someone asks "Is the coffee shop open?" Spotlight is the search box you get when you swipe down on the home screen of an iPhone or open search on a Mac; it shows your business name, address, and hours.
Not every search shows your listing in all three places. It depends on what the person is searching for and which Apple device they're using. But if you've claimed your business and added current information, you're more likely to appear in all of them.
Why this matters for small businesses
Many small business owners focus on Google My Business because Google Search is more widely used than Apple's search. But Apple devices make up a large share of phones and computers in the United States, and people do search for local businesses on their iPhones and Macs.
If your business information is wrong or missing on Apple's services, you lose customers who are looking for you on those devices. Someone might see outdated hours, call a phone number that's no longer yours, or not find you at all. Claiming your business takes 10 minutes and costs nothing, so it's worth doing even if Google My Business is your main focus.
It's also useful if you make changes often — seasonal hours, temporary closures, new phone numbers. Updating Apple Business Connect means those changes show up on Siri and Maps right away, without waiting for Google to sync the information.
The difference between Apple Business Connect and Apple Business Register
Apple Business Connect is what we've been discussing — the free dashboard for managing your listing. Apple Business Register is a separate, paid program for larger businesses that want more control and features, like the ability to add multiple locations, set up appointment booking, or integrate with Apple Pay.
Most small businesses don't need Business Register. Business Connect is free and covers what most people need: accurate hours, photos, and contact information. Business Register is for businesses with multiple locations or those that want to sell directly through Apple's services.
Common mistakes to avoid
The biggest mistake is not claiming your business at all. If you don't, someone else might claim it — a competitor, a former employee, or just someone who thinks they're helping. Once someone else claims it, you have to contact Apple to prove you own the business and take it back.
The second mistake is claiming it and then not updating it. If you change your hours, move your location, or get a new phone number, update the dashboard. Outdated information is worse than no information because people trust what they see and then show up to find you closed or unreachable.
Don't add information you're not sure about. If you're not certain of your hours on a particular day, leave it blank rather than guessing. Customers will call to confirm, but they won't forgive you for being wrong.
Frequently Asked Questions
Do I need Apple Business Connect if I already have Google My Business?
No, you don't need it, but it's worth having. Google My Business reaches more people overall, but Apple Business Connect reaches people searching on iPhones and Macs. Since it's free and takes 10 minutes to set up, most small businesses do both.
Can I add my business to Apple Business Connect if I don't have a physical location?
It depends on what you do. Service businesses like plumbers or electricians can list themselves and show a service area instead of a fixed address. Purely online businesses typically cannot be listed. Check the business category options when you search — if your type of business isn't there, Apple probably doesn't support it.
How long does it take for changes to show up after I update my information?
Most changes appear within a few minutes to an hour. Photos and descriptions may take longer — sometimes up to a day — because Apple reviews them before they go live. Phone number and hours changes are usually when ready.
What happens if someone claims my business before I do?
Contact Apple through the Business Connect app and explain that you own the business. You'll need to verify your ownership, usually by confirming your phone number or email. Apple will transfer the listing to you, but it can take a few days.
Is Apple Business Connect the same as having an Apple Business account?
No. An Apple Business account is for buying Apple products in bulk or getting business pricing. Apple Business Connect is just for managing your business listing. You don't need an Apple Business account to use Business Connect.