Why does Apple use a stub BIMI record on its primary user email domain?

Key findings

• Consumer vs. brand domains: Apple differentiates its domains, applying BIMI differently to consumer-facing domains like icloud.com compared to official sending domains such as email.apple.com.
• Purpose of stub record: A stub BIMI record, or declination to publish record, explicitly signals that no brand logo should be displayed for that specific domain. This ensures specific domains do not display logos.
• Valid configuration: This setup is a legitimate and compliant method within the BIMI standard to manage logo display, preventing unintentional branding.
• Subdomain strategy: Apple successfully deploys full BIMI records on designated subdomains that are used for its official communications, showcasing a deliberate segmentation strategy.

Key considerations

• BIMI importance: Brand Indicators for Message Identification (BIMI) is an evolving email standard that enhances brand visibility and trust in the inbox.
• Authentication prerequisites: Implementing BIMI requires robust email authentication, including proper DMARC, SPF, and DKIM configuration.
• Strategic implementation: Organizations should carefully plan which domains and subdomains will carry BIMI records to align with their branding and communication goals.
• User profile vs. brand logo: For personal or consumer-facing domains, a brand might opt not to display a BIMI logo to avoid superseding user-defined profile pictures. You can learn more about general BIMI FAQs on the BIMI Group's FAQ page.

Key opinions

• Subdomain flexibility: Many marketers find it advantageous to set up BIMI on specific subdomains for different brand messages or transactional emails.
• User experience priority: There's a shared concern among marketers about potentially overriding a user's chosen profile picture on personal domains if a brand logo is forced via BIMI.
• Importance of alignment: Marketers frequently emphasize that proper DMARC alignment is non-negotiable for BIMI to display correctly, underscoring the foundational role of email authentication.
• Phased rollout: A cautious, phased approach to BIMI implementation, starting with less critical domains, is often recommended to mitigate potential issues and measure impact.

Key considerations

• Domain segmentation: Marketers must carefully segment their email sending domains to determine where BIMI provides the most value, especially in boosting brand recognition.
• Impact on engagement: A consistently displayed brand logo through BIMI is believed to positively influence email open and click-through rates by fostering trust. See more on BIMI's benefits and requirements from Email on Acid's guide.
• Monitoring performance: It is crucial to track key email metrics before and after BIMI implementation to assess its real-world impact on deliverability and engagement.
• Evolving standards: Staying updated with the latest developments in BIMI and its adoption by various mailbox providers is an ongoing challenge for marketers.

Key opinions

• Declination to publish: Experts affirm that the stub record on icloud.com is a perfectly valid declination to publish BIMI record, adhering to the official specification.
• Consumer domain rationale: The consensus is that BIMI may not be appropriate for consumer domains like icloud.com, where users expect to see their own profile images rather than a corporate logo.
• SPF analogy: The approach is likened to publishing a v=spf -all record to explicitly prevent SPF neutral results, demonstrating a clear policy.
• Subdomain focus: Experts note that Apple's valid BIMI record on email.apple.com illustrates a targeted approach for official brand communications. You can learn more about other domains that publish BIMI records here.

Key considerations

• Standard compliance: Even a declination record signifies compliance with the BIMI standard, showcasing a deliberate policy rather than an absence of configuration.
• Brand consistency: Organizations must weigh the benefits of universal logo display against the potential disruption on consumer-focused domains. Mailgun discusses BIMI strategy.
• Preventing unintended display: Explicitly declining BIMI ensures that brand logos do not appear where they are not intended, maintaining control over brand presentation.
• Future adaptations: Experts continuously monitor how large mailbox providers, like Apple, evolve their implementation of new email standards and their impact on deliverability.

Key findings

• BIMI assertion record: The BIMI standard, as defined in its assertion record specification, outlines precisely how domain owners can publish their desired brand indicators via DNS.
• Declination record validity: The BIMI specification explicitly includes provisions for a declination to publish record (e.g., v=BIMI1;l=;a=;), which instructs mail clients not to display a logo. This is outlined in the IETF Draft for BIMI.
• MTA/MUA interpretation: The documentation details how Mail Transfer Agents (MTAs) and Mail User Agents (MUAs) should interpret these BIMI records, including when a logo is explicitly declined.
• Policy flexibility: Receiving organizations retain the autonomy to define their own policies for how they utilize BIMI data and display indicators.

Key considerations

• Compliance with RFCs: Proper BIMI implementation relies heavily on strict adherence to relevant Request for Comments (RFCs) and active drafts, ensuring interoperability.
• DNS record format: Understanding the precise syntax and structure for BIMI TXT records is fundamental for correct and effective deployment.
• Verified Mark Certificates (VMCs): While not always mandatory for basic BIMI, a Verified Mark Certificate (VMC) is required for certain levels of logo authentication and can be validated using BIMI validation tools.
• Open standard: BIMI is designed as an open standard to foster trust and consistent brand representation across the email ecosystem.