How long does the Apple Business Connect logo take to display on mobile?
Michael Ko
Co-founder & CEO, Suped
Published 23 Jul 2025
Updated 18 Aug 2025
7 min read
For many businesses, displaying their logo prominently in email inboxes is crucial for brand recognition and trust. Apple Business Connect offers a way to achieve this for emails viewed on Apple devices, specifically through Apple Mail. However, a common question arises regarding how long it actually takes for the logo to appear after completing the setup process. While Apple provides official guidelines, real-world experiences can sometimes differ. Understanding these timelines and potential factors influencing display is key to managing expectations and troubleshooting any issues.
This guide will explore the typical waiting periods for your Apple Business Connect logo to display on mobile devices and other Apple services. We'll look into the official statements from Apple's support documentation, as well as insights from businesses that have gone through the process. By the end, you'll have a clearer picture of what to expect and how to approach potential delays.
The Apple Business Connect approval process
Getting your brand logo to display through Apple Business Connect involves a multi-step approval process. This isn't just about uploading an image, it's about Apple verifying your business and ensuring your brand identity meets their guidelines. The initial steps involve creating your company profile, claiming your business, and then submitting your brand details, including your logo.
Apple explicitly states that brand names and logos need to be approved, and this review process can take up to 5 business days for the information to appear across Apple services once approved. However, this refers to the approval of the *brand identity attributes* themselves, not necessarily the immediate display of the logo in all contexts, especially email.
For the specific Branded Mail feature, which allows your logo to appear in email communications, Apple notes that the review process for these assets can take up to 7 business days. This suggests a slightly longer dedicated review for email-specific assets compared to general brand attributes. It is important to distinguish between the overall business verification and the specific branded mail logo display. For a detailed walkthrough, you can explore how to set up Apple Business Connect.
Typical display timelines
While Apple's official guidelines mention a period of up to 5 or 7 business days, many users report that the actual display of the logo in Apple Mail can take longer. It is not uncommon for it to take a few weeks or even longer for the logo to consistently appear after all approvals are granted.
This discrepancy can be frustrating for businesses eager to see their branding reflected in emails. Some users have experienced the logo appearing shortly after the stated approval period, while others have reported waiting for extended durations, even months, with inconsistent or no display. This variability highlights that the stated approval time is an estimate, and actual propagation can be subject to various factors beyond initial verification.
It is also important to note that Apple Business Connect logos are distinct from BIMI (Brand Indicators for Message Identification) logos. While both aim to display your logo in the inbox, they operate through different mechanisms and have different requirements. You can learn more about the differences between Apple Business Connect and BIMI to understand how they compare in terms of setup and display.
The table below compares the official Apple Business Connect timelines with observed real-world experiences:
Aspect
Official Apple Timeline
Observed Real-World Timeline
Brand/Logo Approval
Up to 5 business days for information to appear in Apple services.
Often 1-2 weeks, sometimes longer for full approval.
Branded Mail Logo Review
Up to 7 business days for email-specific logo assets.
Typically 5 days to several weeks after verification.
Overall Logo Display in Apple Mail
Implied shortly after approval.
Highly variable, from a few days to several weeks or even months. Sometimes inconsistent.
Factors influencing logo display
Several factors can influence how quickly and consistently your Apple Business Connect logo displays on mobile devices. These include the status of your business verification, the specific iOS or macOS version on the recipient's device, and even the email provider (mailbox provider) receiving the email.
Recipient device updates play a role. New features, like enhanced logo display, are often rolled out with specific iOS and macOS updates. If a recipient is on an older operating system, they may not see the logo even if it's properly configured on your end. This also ties into regional rollouts, as some features might become available in certain regions before others, impacting visibility.
Another point of consideration is the email client itself. While the feature is designed for Apple Mail, there have been observations regarding its behavior with different mailbox providers when viewed within Apple Mail. For instance, some users have noted that the logo might display consistently for Gmail or Yahoo mailboxes, but not for Microsoft-hosted mailboxes accessed through Apple Mail. This suggests nuances in how different providers' emails interact with Apple's display mechanisms.
Troubleshooting and best practices
If your Apple Business Connect logo isn't displaying as expected, there are several steps you can take to troubleshoot the issue. First, ensure that your Apple Business Connect profile is fully verified and that all brand assets, especially the logo for Branded Mail, have been approved. You can check the status within your Apple Business Connect portal.
Next, consider the recipient's environment. Ask recipients to ensure their iOS or macOS is up to date, as new features and bug fixes related to logo display are often part of system updates. You might also test sending emails to various mailbox providers (e.g., Gmail, Yahoo, Outlook) and check their appearance specifically within the Apple Mail app to identify any patterns of inconsistency.
While Apple Business Connect handles email logo display for Apple Mail, maintaining good overall email deliverability practices is still essential. This includes proper DMARC, SPF, and DKIM configuration, as a strong sender reputation can indirectly influence how your emails are treated, even within Apple's ecosystem. Regularly monitoring your domain's reputation and ensuring compliance with email authentication standards can help. If your Apple Business Connect logo is still not showing after verification, you can refer to troubleshooting why logos aren't displaying in Apple Mail.
Views from the trenches
Best practices
Ensure all steps in the Apple Business Connect setup, including company, brand, and branded mail, are fully completed and approved.
Confirm that your logo meets Apple's specific guidelines for resolution, format, and aspect ratio to avoid rejection or display issues.
Periodically check the status of your brand and logo within the Apple Business Connect portal for any pending reviews or rejections.
Keep your operating systems updated on Apple devices (iOS/macOS) to ensure you have the latest features that support logo display.
Common pitfalls
Assuming immediate display after approval, as propagation can take longer than the stated 5-7 business days.
Not accounting for regional rollouts of Apple Business Connect features, which can cause delays in certain geographies.
Expecting consistent logo display across all email client versions and mailbox providers without specific testing.
Ignoring discrepancies between official Apple timelines and real-world observations, leading to frustration.
Expert tips
Patience is key, as Apple's rollout of branding features can be gradual.
Test thoroughly across various Apple Mail configurations and different mailbox providers.
Pay close attention to logo specifications; non-compliance is a common reason for delays or non-display.
Monitor community forums for insights into the latest display behaviors and updates.
Marketer view
Marketer from Email Geeks says that it took a few weeks for their logo to show, but it is now displaying.
2024-04-30 - Email Geeks
Marketer view
Marketer from Email Geeks says their logo appeared about 5 days after verification, with the approval process itself taking around 1.5 weeks.
2024-04-30 - Email Geeks
Final thoughts on logo display
In summary, while Apple officially states that brand and logo updates through Apple Business Connect can take up to 5-7 business days to appear, the real-world experience for many users indicates that the actual display on mobile and in Apple Mail can be more variable and often takes longer, sometimes several weeks. Factors like regional rollout, specific iOS versions, and the recipient's mailbox provider can all play a role in this timeline.
Patience and systematic testing are crucial when dealing with Apple Business Connect logo display. Ensure all your verification steps are complete, confirm your assets meet Apple's specifications, and be prepared for potential delays or inconsistencies. By proactively monitoring your logo's visibility and staying informed about Apple's updates, you can maximize your chances of successful brand display.
Gmail or 
Yahoo mailboxes, but not for 
Microsoft-hosted mailboxes accessed through Apple Mail. This suggests nuances in how different providers' emails interact with Apple's display mechanisms.
