Summary
The display of logos in Apple Mail via Apple Business Connect (branded mail) is a highly anticipated feature, yet many businesses find their logos are not appearing despite having completed initial domain and email verification. This issue often stems from a combination of Apple's phased rollout schedule, specific iOS version requirements, and the need for rigorous underlying email authentication standards.
Key findings
- Phased rollout: Apple's branded mail feature is being rolled out in stages. Logos for approved email addresses are supported with iOS 18.2, while domain-level logo display is anticipated in early 2025.
- iOS version: For logos to appear on email addresses, users must be running iOS 18.2 or a later version.
- Multi-layer verification: Beyond company and brand verification, specific email addresses and domains must undergo additional approval processes within Apple Business Connect. This includes getting Apple Business Connect set up.
- Authentication standards: The feature requires strong email authentication, including proper configuration of DMARC, SPF, and DKIM. Businesses must align with Apple's requirements for email authentication.
Key considerations
- Patience is key: Given the phased rollout, especially for domain-level logo display, immediate visibility may not occur even after initial approvals.
- Software updates: Ensure that your devices and your audience's devices are running the latest compatible iOS versions.
- Comprehensive verification: Verify that all layers of the Apple Business Connect approval process (company, brand, individual email addresses, domains, and specific branded mail assets) are completed and approved. Also, consider if Apple Business Connect is similar to BIMI.
- Technical prerequisites: Strengthen your email authentication by reviewing your DMARC, SPF, and DKIM implementations. These are foundational for Apple's trust signals.
What email marketers say
Email marketers are eager to implement Apple's branded mail feature, recognizing its potential to enhance brand visibility and standing out in the inbox. However, many are navigating initial challenges and uncertainties regarding the precise requirements and rollout timelines for logo display.
Key opinions
- Confusion around rollout phases: There's a general uncertainty among marketers about whether logo display issues are due to an incomplete rollout or specific technical configuration errors on their end.
- Competitive advantage: Marketers view early adoption of branded logos in Apple Mail as a significant opportunity to differentiate themselves and improve brand recognition, especially during key periods like tax season.
- Verification complexity: The multi-step verification process within Apple Business Connect, including distinct approvals for brand and branded mail, can be a source of confusion.
- BIMI alignment: Some marketers have observed that the few brands successfully displaying logos often also have BIMI records published, suggesting a possible, albeit unofficial, correlation.
Key considerations
- Stay informed: Keep abreast of official Apple announcements regarding branded mail features and rollout schedules.
- Review all steps: Thoroughly review all verification steps in Apple Business Connect to ensure no required approvals are missed, including the specific branded mail approval process.
- Recipient software: Remember that recipient devices must be updated to iOS 18.2 or later for email address-based logos to display.
- Proactive approach: While challenging, the benefits of early adoption for brand visibility make it a worthwhile endeavor for email marketing strategies. This is a key step towards improving overall email deliverability.
Marketer view
Email marketer from Email Geeks indicates that they had completed company, brand, domain, and email verification, yet the logo was still not appearing.
Marketer view
Email marketer from Spotler emphasized the extensive verification required for Apple Branded Mail, highlighting its stringent entry criteria for businesses.
What the experts say
Email deliverability experts highlight that Apple's Branded Mail feature, while distinct, aligns closely with existing strong email authentication standards like DMARC. They emphasize the rigorous technical prerequisites and the importance of understanding Apple's specific rollout phases for successful logo display.
Key opinions
- DMARC correlation: Experts observe that logos are more likely to display for senders with strong DMARC policies, often at p=quarantine or p=reject.
- Authentication foundation: The successful display of logos is contingent upon robust implementation and alignment of SPF, DKIM, and DMARC. Learn more about a simple guide to DMARC, SPF, and DKIM.
- Rollout nuance: The staggered nature of Apple's rollout means that not all verified entities will see their logos immediately, even if all technical requirements are met.
- BIMI synergy: While Apple Branded Mail isn't BIMI, meeting BIMI standards, especially regarding SVG logo format and VMC, may contribute to smoother adoption and display.
Key considerations
- DMARC policy enforcement: Experts recommend moving towards a DMARC policy of p=quarantine or p=reject to signal trustworthiness to Apple and other mailbox providers. Consider the benefits of implementing DMARC.
- BIMI best practices: Even without a strict BIMI requirement, following BIMI best practices for logo design and validating your BIMI SVG can be beneficial.
- Patience and persistence: Due to the phased rollout and internal Apple processes, it may take time for logos to appear. Continuous monitoring and adherence to guidelines are essential.
- Monitor Apple announcements: Stay updated with official communications from Apple regarding Business Connect and new features, as they often provide crucial timeline information (e.g., Apple's new features for Mail, Phone, and Wallet).
Expert view
Expert from SpamResource.com emphasized that achieving logo display requires strict adherence to email authentication standards for DMARC, SPF, and DKIM.
Expert view
Expert wise_laura from Email Geeks stated that Apple is gradually rolling out the branded mail feature, and patience is needed as new capabilities become more widely available across iOS versions and domain types.
What the documentation says
Official Apple documentation and related technical resources provide critical insights into why Apple Business Connect logos may not be appearing. They clarify the staged rollout, stringent verification requirements, and the foundational role of email authentication protocols like DMARC, SPF, and DKIM.
Key findings
- Staged availability: Documentation confirms that branded logos for individual email addresses require iOS 18.2, while domain-wide display is slated for "early 2025."
- Comprehensive verification process: Apple requires a multi-faceted verification through Apple Business Connect for the company, brand, specific email addresses, and associated domains.
- Mandatory authentication: Properly configured DMARC, SPF, and DKIM records are fundamental technical prerequisites for the logo to appear. This often includes specific understanding of DMARC tags and their meanings.
- Approval timelines: The approval process for branded mail assets and logos can take several business days after submission.
Key considerations
- Align with rollout schedule: Businesses should plan their expectations for logo visibility based on Apple's documented phased release, understanding that domain-level display is not yet fully active.
- Complete all steps: Ensure every verification and approval step within Apple Business Connect is meticulously followed, including the distinct branded mail asset approval.
- Verify authentication setup: Confirm that all necessary DMARC, SPF, and DKIM records are correctly published and configured for the sending domains. Consider safely transitioning your DMARC policy.
- Anticipate approval delays: Factor in the stated approval times for logos, as this is an Apple internal process that can extend beyond initial domain or email verification. Further details can be found on Apple Branded Email understanding and configuration.
Technical article
Documentation from DuoCircle.com states that for this feature, companies need to set up DMARC, DKIM, and SPF for their domain and verify their logo through Apple Business Connect.
Technical article
Documentation from Spotler.com highlights that Branded Mail is only open to companies that have gone through an extensive verification process, making it suitable for businesses serious about deliverability.
Related resources
9 resources
Related pages
What are Apple's requirements for email authentication and domain registration?
How do I set up Apple Business Connect and what are the requirements?
Is Apple Business Connect the same as BIMI? a comparative guide
A simple guide to DMARC, SPF, and DKIM
How do I troubleshoot BIMI logo not showing after implementation?
Which email clients actually support BIMI?
Email Deliverability Issues: Getting Your Messages to the Inbox in 2025
Why Your Emails Are Going to Spam in 2024 and How to Fix It
The benefits of implementing DMARC
A guide to validating your BIMI SVG and certificate
