Summary
Apple's utilization of a stub BIMI record on its primary email domain is multifaceted, driven by brand management, user experience, technical considerations, and adherence to email authentication standards. Experts and marketers suggest this approach offers flexibility in logo display, prevents overriding user profile information, facilitates a phased BIMI implementation, and ensures compliance with DMARC and SPF. The stub record acts as a valid 'declination to publish,' signaling an intentional choice to not have a BIMI record at the domain level and prevents email clients from continually querying for a nonexistent record.
Key findings
- Brand Flexibility: Apple gains flexibility in logo display across various email clients through stub records.
- User Profile Protection: Stub records prevent overwriting user profile info with a generic logo.
- Phased Rollout: Apple may be testing or gradually implementing BIMI, using a stub record initially.
- Valid Declination: A stub record can be a valid 'declination to publish,' signaling an intentional choice.
- Authentication Standards: Proper DMARC alignment is required for BIMI, and SPF records can influence BIMI implementation.
- Consumer Domain: Consumer domains like icloud.com may not be suited for BIMI.
- Regional or Service Differentiation: Stub records allow for different BIMI logos on subdomains for varying regions or services.
Key considerations
- Strategic Alignment: Align the BIMI strategy with overall brand management and email marketing goals.
- Authentication Implementation: Ensure proper DMARC, SPF, and DKIM setup for optimal deliverability and BIMI effectiveness.
- User Perception: Consider the impact of a missing logo on user trust and brand recognition.
- Phased Approach Planning: Plan and communicate the phased BIMI implementation to stakeholders and users.
- Technical Expertise: Invest in technical expertise to manage DNS records, BIMI certificates, and email authentication.
- Record Validation: Monitor and validate BIMI records to ensure proper DNS propagation and prevent errors.
- Consumer Domain Strategy: If using consumer domains understand it's implication on DMARC policies for BIMI compliance.
What email marketers say
10 marketer opinions
Apple's use of a stub BIMI record on its primary user email domain is likely a strategic choice driven by several factors. These include brand control at the subdomain level, preventing overwriting user profile information, signaling a declination to publish, and gradual BIMI testing. Additionally, it allows for different logos for various services or regions and ensures a cleaner user experience. Companies often implement BIMI in phases, and a stub record can act as a placeholder.
Key opinions
- Brand Control: Apple may use stub records for greater control over branding at the subdomain level.
- User Profile Protection: A stub record prevents overwriting user profile information with a generic Apple logo.
- Declination Signal: The declination record signals that a domain intentionally does not have a BIMI record, preventing continual queries.
- Phased Implementation: Companies often implement BIMI in phases, using a stub record initially.
- Regional Variations: Subdomain BIMI records allow different logos for various services or regions.
Key considerations
- Brand Consistency: Consider how stub records impact brand consistency across different platforms.
- User Experience: Evaluate how the absence of a logo affects user perception and trust.
- Technical Complexity: Assess the technical challenges of implementing BIMI gradually and the implications for DNS management.
- Long-Term Strategy: Define the long-term strategy for BIMI implementation, including timelines and goals.
- Testing and Monitoring: Implement robust testing and monitoring to ensure proper BIMI implementation and DNS propagation.
Marketer view
Email marketer from Quora proposes that Apple utilizes subdomain BIMI records to display different logos for various services or regions, requiring a stub record at the root domain.
28 Feb 2022 - Quora
Marketer view
Email marketer from mailhardener.com suggests Apple may be using a stub BIMI record on its primary domain to avoid overriding user profile information with a generic Apple logo, opting instead to use BIMI on subdomains.
26 Sep 2023 - mailhardener.com
What the experts say
4 expert opinions
Apple's decision to use a stub BIMI record on its primary user email domain appears to stem from a combination of strategic brand management, user experience considerations, and technical complexities. Experts suggest that this approach allows Apple to maintain flexibility in logo display across various platforms, prevents overwriting user profile information, and reflects a cautious approach to BIMI implementation involving internal coordination.
Key opinions
- Brand Management Flexibility: A stub BIMI record provides Apple with flexibility in how its logo appears across different email clients and services.
- User Profile Protection: Using null records prevents overwriting user profile information with a generic Apple logo on subdomains.
- Cautious Implementation: Apple might be proceeding cautiously with BIMI due to the complexities of coordinating internal teams and external vendors.
- Consumer Domain Considerations: icloud.com, being a consumer domain, may not be suitable for BIMI implementation.
- SPF Prevention: Publishing "v=spf -all" prevents SPF "neutral" results which is related to authentication.
Key considerations
- Resource Allocation: Ensure sufficient resources are available to manage the complexities of BIMI implementation across different teams.
- User Awareness: Consider user expectations and awareness regarding logo display and brand recognition.
- Vendor Coordination: Streamline coordination with external vendors to ensure seamless BIMI deployment.
- SPF impact on BIMI: Understand the impact of "v=spf -all" on email authentication and its relationship with BIMI.
Expert view
Expert from Email Geeks explains that for the @apple.com domain, they might not want to overwrite user profile info with the apple logo, so they could declare that a null record and just publish on the sub domains (which is the path they've taken).
13 Dec 2023 - Email Geeks
Expert view
Expert from Email Geeks explains that icloud is a consumer domain so it likely shouldn't have BIMI ever. Also shares that email.apple.com has a valid BIMI record. Furthermore, they say publishing "v=spf -all" is to prevent SPF "neutral" results.
25 May 2025 - Email Geeks
What the documentation says
4 technical articles
The documentation collectively indicates that Apple's use of a stub BIMI record, specifically a "declination to publish" record, is a valid and intentional practice. This approach allows the domain owner to explicitly decline publishing a BIMI record at the domain level. Furthermore, proper DMARC alignment is essential for BIMI implementation, and SPF records play a role in email authentication, potentially influencing BIMI deployment.
Key findings
- Valid Declination: A "declination to publish" record is a valid type of BIMI record.
- Intentional Choice: Using a declination record signals an intentional choice not to publish a BIMI record at the domain level.
- DMARC Prerequisite: Proper DMARC alignment is a prerequisite for BIMI.
- SPF Influence: SPF records are used for email authentication and can influence BIMI implementation.
Key considerations
- Intent Clarity: Ensure clear communication of the intention behind using a declination record.
- DMARC Compliance: Verify and maintain proper DMARC alignment for BIMI eligibility.
- Authentication Setup: Properly configure SPF and other authentication methods for optimal email deliverability and BIMI effectiveness.
- Policy Adherence: Ensure adherence to relevant standards and policies regarding BIMI, DMARC, and SPF.
Technical article
Documentation from datatracker.ietf.org explains that a "declination to publish" record is a valid BIMI record which indicates the domain owner has intentionally chosen not to publish a BIMI record at the domain level.
27 Dec 2022 - datatracker.ietf.org
Technical article
Documentation from rfc-editor.org outlines that SPF records, including those that explicitly prevent SPF results, are used for email authentication and can influence BIMI implementation.
11 Feb 2023 - rfc-editor.org
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