Roughly two out of every three times someone in Canada looks something up on a phone, they are doing it on an iPhone. In July 2026, iOS accounted for 65.91 percent of mobile page views in Canada against 34.08 percent for Android (sourced from Statcounter). On every one of those phones, the map that opens by default is Apple Maps.
If you have put real work into your Google Business Profile and never once looked at how your business appears on Apple Maps, that is a live gap. It takes about thirty minutes to close.
The tool changed its name in 2026, which is why you may not have found it
Search for "Apple Business Connect" and you will turn up a pile of articles about a product that no longer exists under that name.
On 24 March 2026 Apple announced Apple Business, a single platform that replaced three separate products: Apple Business Connect, Apple Business Essentials and Apple Business Manager (sourced from Apple Newsroom). It became available on 14 April 2026 in more than 200 countries and regions, and Apple describes it as a free service. The old businessconnect.apple.com address now redirects to business.apple.com.
So the answer to "where do I claim my Apple Maps listing" is business.apple.com. If a guide tells you something else, check its date before you follow it.
What an unclaimed listing looks like to a customer
Most established businesses already have a place card on Apple Maps that nobody at the business created. The trouble is what an unbuilt place card usually contains:
Hours that were correct two years ago
A pin dropped on the wrong side of the street, or on the building behind yours
No photos, or one blurry one
No logo
No way to book, order, or get in touch without leaving the app
None of that is dramatic. It is just quietly expensive. Someone standing four blocks away decides you are closed, and taps the next result.
Claiming it, start to finish
Go to business.apple.com and sign in/sign up. You need an Apple Account. Use one tied to the business, not your personal account and not a staff member's.
Search for your business and claim the location. If Apple already holds a place card, you want to claim that existing record rather than create a new one. Creating a duplicate is the main way this goes wrong.
Verify. Apple will ask you to prove you control the business. Have your business licence and a recent utility bill or lease to hand in case documents are requested.
Fill in the basics before anything else. Legal name, categories, address with the pin dragged to the actual door, phone number, hours including holiday hours, and website.
Add the logo and photos. Apple Business lets you manage your brand name, logo and key details so they show consistently across Apple Maps, Wallet and other Apple features (sourced from Apple Newsroom). Exterior shot first, so a customer walking up recognises the door.
Add custom actions. These are the buttons on your place card: book a reservation, schedule an appointment, or open your own site or app (sourced from Apple Business).
Set up a Showcase if you have something to promote. Apple describes these as a way to highlight deals, special offers, new products or seasonal items on place cards in Maps (sourced from Apple Newsroom).
Budget thirty minutes for steps one to five. Steps six and seven are worth another fifteen, once the basics are right.
The new part: Apple Maps is now selling ads in Canada
On 14 August 2026, Apple opened ad booking on Maps to businesses in the United States and Canada (sourced from AppleInsider). Businesses with fewer than five locations book directly through Apple Business rather than through a sales team, and Apple ran a grand opening promotion offering 15 percent back as a monthly statement credit for up to a year, capped at 1,000 US dollars a month, for eligible businesses booking by 11 October 2026 (sourced from 9to5Mac). Several categories are excluded, including home services, gambling, alcohol and political advertising.
My honest read: do not book an ad against a place card you have not built yet. Paying to send someone to a listing with wrong hours and no photos is paying for a worse first impression. Claim it, fill it in, then decide about ads with a month of real data behind you. If you do test it, treat it as a channel with no Canadian benchmarks yet, because that is exactly what it is.
This does not replace your Google work
Google is still the larger share of local search, and the Business Profile is still the higher-priority asset. If you have not done that groundwork, start with the Google Business Profile checklist and the Maps 3-Pack guide before you open Apple Business.
Think of Apple Maps as the second shelf rather than the first. It is a smaller slice of total search volume, but it is the slice that reaches roughly two thirds of Canadian mobile users at the exact moment they are deciding where to go.
One note if you switch on messaging
Apple Business bundles in business email and customer messaging. If you start using either to send promotional messages, Canada's Anti-Spam Legislation applies the same way it does anywhere else: you need express or implied consent, clear identification of who is sending, and a working unsubscribe mechanism in every commercial electronic message. Replying to a customer who messaged you first is fine. Messaging a list of people who never asked is not. This is general marketing guidance rather than legal advice, so talk to counsel before you build anything consequential on it.
Where to start
Open business.apple.com, search your own business name, and look at what is already sitting there. Most owners find something wrong inside the first minute. What did yours say?