What is the primary difference between Apple Branded Email and BIMI?

Apple Branded Email is a proprietary solution by Apple for logo display specifically within its Mail app, while BIMI is an open industry standard aiming for broad client support. Apple Branded Email can show logos for Gmail users in Apple Mail, which BIMI often cannot due to Gmail's header handling in that context.

Why don't BIMI logos always show for Gmail users in Apple Mail?

Gmail does not always stamp the necessary authentication headers for BIMI to be fully recognized and displayed by the Apple Mail app. This can lead to inconsistent BIMI logo display for Gmail users accessing their emails in Apple Mail.

What shape is an Apple Branded Email logo versus a BIMI logo?

Typically, an Apple Branded Email logo (via Apple Business Connect) is displayed as a rounded square, while a BIMI logo is shown in a circle. This visual difference can help you identify which branding mechanism is active.

Does logo display in Apple Mail change when emails are moved from the inbox?

Some users have observed that logos (both BIMI and Apple Branded Email) may disappear or become inconsistent when emails are moved from the primary inbox to archive or other folders. This suggests that logo rendering can be tied to specific inbox processing rules within the Apple Mail client itself.

Does Apple Branded Email display logos for Gmail users in Apple Mail, and how does it compare to BIMI? - DMARC - Email authentication - Knowledge base

Q: Do I need to implement DMARC for Apple Branded Email?

Yes, both Apple Branded Email and BIMI require DMARC enforcement. Your domain's DMARC policy must be set to either quarantine (p=quarantine) or reject (p=reject) for logo display to be enabled. Suped provides tools to help you with DMARC setup and monitoring.

Email branding is a critical component of building trust and recognition with your recipients. Two prominent technologies aim to put your brand's logo directly into the inbox: BIMI (Brand Indicators for Message Identification) and Apple Branded Email, powered by Apple Business Connect. While both serve a similar purpose, their implementation, requirements, and compatibility across different email clients and providers can vary significantly, leading to questions about their universal effectiveness.

A common point of confusion arises when considering users who access their Gmail emails through the native Apple Mail app. Will the logo configured via Apple Business Connect (Apple Branded Email) appear for these users, or is it limited to iCloud mailboxes? This distinction is important for senders looking to maximize their brand visibility across the diverse ecosystem of email clients and providers.

Understanding how each standard operates and its specific requirements is key to achieving consistent logo display. Both mechanisms fundamentally rely on strong email authentication, particularly DMARC, to ensure the sender's legitimacy. However, their pathways to displaying logos differ, which impacts their reach and the types of inboxes where your logo will ultimately appear.

Let's delve into the specifics of Apple Branded Email and BIMI to clarify how they interact with different email setups, especially for Gmail users accessing their mail in Apple's client.

Apple branded email and gmail users in apple mail

Apple Branded Email, which utilizes Apple Business Connect, is designed to display your brand's logo next to your emails within the Apple Mail application across iCloud.com, iOS, and macOS devices. A key advantage of this system is its ability to display logos regardless of the email provider, meaning a sender who registers for Apple Branded Mail can expect their logo to appear for Gmail users who view their emails in the Apple Mail app.

This is a significant difference compared to BIMI's behavior in the Apple Mail ecosystem. For BIMI logos to display in Apple Mail, the receiving mail server needs to stamp specific authentication headers. Gmail, in this context, does not always stamp the required headers for BIMI to be fully recognized and displayed by Apple Mail. Consequently, even if a brand has properly configured BIMI, Gmail users may not see BIMI logos when accessing their mail in the native Apple Mail app.

Apple Branded Email requires DMARC enforcement. This means your domain must have a DMARC policy set to either quarantine (p=quarantine) or reject (p=reject). Without a strong DMARC policy, Apple Mail will not display your logo. Ensuring your DMARC is correctly configured and enforced is a prerequisite for both branded email initiatives, emphasizing their foundational reliance on robust email authentication to combat spoofing and enhance trust.

The distinction between BIMI and Apple Branded Email highlights the fragmented nature of email branding. While BIMI is an industry standard aiming for broad adoption across various email clients, Apple Branded Email is a proprietary solution specific to the Apple ecosystem. This means that to achieve maximum brand visibility, some organizations may need to pursue both implementations. Suped's DMARC monitoring and reporting tools can help you keep track of your email authentication status and ensure compliance for both standards.

BIMI vs. Apple branded email: a technical comparison

To truly appreciate the differences, it's helpful to look at the underlying mechanisms. BIMI relies on a DNS TXT record that points to an SVG logo file, along with a Verified Mark Certificate (VMC) in most cases. Email clients that support BIMI, like

Gmail and

Yahoo Mail, check this DNS record, verify the authentication, and then display the logo. However, even with a BIMI pass, its display in Apple Mail can be inconsistent, particularly for non-iCloud accounts.

Apple Branded Email, on the other hand, relies on registration through Apple Business Connect. Once your brand is verified and your logo is uploaded and approved through this platform, Apple Mail directly fetches and displays that logo. This centralized approach by Apple means it has more control over which logos are shown and can bypass some of the interoperability challenges that BIMI faces with different email providers' handling of authentication headers. This makes it a more reliable solution for logo display within the Apple Mail app, even for emails originating from Gmail accounts.

Apple branded mail

Display: Logos appear in Apple Mail (iOS, macOS, iCloud.com), for both iCloud and external mailboxes like Gmail. Logo typically appears as a rounded square.
Setup: Registration and verification via Apple Business Connect. Requires DMARC at quarantine or reject policy.
Cost: Free to register with Apple Business Connect, though DMARC implementation may incur costs for monitoring.

BIMI

Display: Logos appear in supporting email clients like Gmail, Yahoo Mail, and Fastmail. Limited or inconsistent display in Apple Mail for non-iCloud accounts. Logo typically appears as a circle.
Setup: Requires a DNS TXT record pointing to an SVG logo and a VMC. Requires DMARC at quarantine or reject policy.
Cost: VMC typically incurs an annual cost, in addition to DMARC implementation and monitoring.

One important caveat for both BIMI and Apple Branded Email is their reliance on proper DMARC implementation. DMARC ensures that your emails are authenticated and that your domain is protected against spoofing. Without an enforced DMARC policy (p=quarantine or p=reject), neither BIMI nor Apple Branded Email will function as intended. Suped provides AI-powered DMARC recommendations to help you achieve and maintain this critical authentication level, offering real-time alerts and a unified platform for all your email security needs.

Implications for brand visibility

The introduction of Apple Branded Email adds another layer of complexity for senders already navigating the world of email authentication. While BIMI aims for a universal standard, Apple's proprietary solution means brands now have two distinct paths to ensure their logo appears in prominent email clients. The choice, or necessity, to implement both depends on your audience and their preferred email clients.

For brands with a significant Apple user base, Apple Branded Email is a compelling option, particularly because it addresses the challenge of displaying logos for Gmail users within Apple Mail. This makes it a powerful tool for visual branding within that specific ecosystem. However, for reach across other major clients like

Outlook and other platforms, BIMI remains the go-to standard.

Managing both can be a chore, but it's often necessary for comprehensive brand representation. While BIMI and Apple Branded Mail are different, they share the common goal of enhancing trust and brand identity. This also underscores the continued importance of fundamental email authentication protocols like DMARC, SPF, and DKIM, which are prerequisites for both logo display methods. Regularly monitoring your DMARC reports and overall deliverability is essential to ensure your email program performs optimally.

Example DMARC record for logo displaydns

_dmarc.yourdomain.com IN TXT "v=DMARC1; p=quarantine; rua=mailto:dmarc_reports@yourdomain.com; ruf=mailto:dmarc_forensic@yourdomain.com; fo=1;"

Even with successful configuration, dynamic factors like caching, device updates, and specific client behaviors can affect logo visibility. Some users report seeing logos disappear when emails are moved from the inbox to other folders, suggesting that logo rendering might be tied to specific inbox processing rules. Continuous monitoring and testing are essential to ensure your brand's visual identity remains consistent wherever your emails are opened.

Views from the trenches

Best practices

Ensure DMARC is set to p=quarantine or p=reject as a foundational step for both BIMI and Apple Branded Email.

Register your domain with Apple Business Connect for consistent logo display in Apple Mail, regardless of the recipient's email provider.

Implement BIMI with a Verified Mark Certificate (VMC) for broader logo support across non-Apple email clients like Gmail and Yahoo Mail.

Regularly monitor your email authentication records, including DMARC, SPF, and DKIM, to proactively identify and fix any issues.

Common pitfalls

Expecting BIMI logos to consistently display in Apple Mail for Gmail users due to header stamping differences.

Neglecting to enforce a DMARC policy (p=none) which prevents both Apple Branded Email and BIMI from activating.

Not monitoring email client behavior, leading to missed opportunities or confusion about why logos aren't appearing.

Assuming one solution (BIMI or Apple Branded Email) covers all email clients, rather than recognizing their distinct roles.

Expert tips

Always check authentication results headers in emails to diagnose why logos might not be displaying in Apple Mail.

Be aware that Apple Mail might have specific behaviors where logos only show in the inbox and disappear when emails are archived.

Monitor both BIMI and Apple Business Connect implementations closely, as platform updates or bugs can affect logo display unexpectedly.

Distinguish between a BIMI logo (circular) and an Apple Branded Email logo (rounded square) to understand which system is active.

Marketer view

Marketer from Email Geeks says: Apple Branded Mail is an advantage because Gmail doesn't stamp the required headers for BIMI to show in Apple Mail. It should show the logo regardless of provider, but full rollout might still be ongoing.

2024-01-07 - Email Geeks

Expert view

Expert from Email Geeks says: Apple must be special casing some logos if Business Connect isn't fully rolled out yet, as I see ABC logos for USPS and others. The experience seems confusing, with Apple telling some people that logos will start showing in early 2025.

2024-01-07 - Email Geeks

Making your logo appear in apple mail

In conclusion, yes, Apple Branded Email can display logos for Gmail users in the Apple Mail app, making it a powerful tool for visual branding within the Apple ecosystem. This is a distinct advantage over BIMI, which often struggles to display logos for Gmail users in Apple Mail due to header stamping differences by Gmail.

However, neither solution is a silver bullet. For comprehensive brand visibility across all major email clients, a dual strategy of implementing both BIMI and Apple Branded Email may be necessary. Both systems require a robust DMARC enforcement policy as a prerequisite, underscoring the foundational importance of email authentication. Suped offers comprehensive DMARC monitoring and reporting with AI-powered recommendations to simplify this process, ensuring your brand's email security and deliverability are top-notch.