In short
- Apple Maps is the default map on every iPhone, and it powers Siri and CarPlay directions.
- Apple Business Connect is where you control your place card. Ratings shown there often come from partners such as Yelp.
- Bing Places feeds Bing Maps, and Bing powers parts of Microsoft Copilot and is one of the sources ChatGPT search draws on.
- Both are free, both are often left unclaimed or out of date, and fixing them is one of the quickest wins in local search.
Why they get neglected
Most local marketing advice is about Google, so that is where owners spend their time. Apple Maps and Bing Places get set up once, years ago, by someone who no longer works there. Or they were never claimed at all and are running on whatever data Apple and Microsoft pulled from elsewhere.
That leaves gaps you may not know about: an old phone number on an iPhone, a closed sign on a Sunday you're open, or a missing listing in Bing that an AI assistant would otherwise read. Each one is a customer who heads somewhere else. The upside is that fewer competitors bother, so a well-kept listing stands out more.
Apple Business Connect
Apple Business Connect is Apple's free tool for businesses to claim and manage how they appear across Apple Maps, Siri, Wallet and other Apple apps. Once you verify that you own the location, you can edit what people see.
The place card
The place card is the panel that opens when someone taps your business in Apple Maps. It holds your name, category, address, hours, phone, website, photos and a short description. Getting this right is the foundation for everything else on Apple.
Showcases
Showcases are short promotions that sit on your place card: a seasonal offer, a new menu, an event. They work much like posts on Google, and they give people a reason to choose you right at the moment they are looking.
Actions
Actions are buttons on the place card such as order, book, reserve or view menu. They link to the booking or ordering tool you already use, which cuts the steps between finding you and becoming a customer.
Siri and CarPlay
When someone says "Hey Siri, find a coffee shop near me" or asks for directions in the car, the answer comes from Apple's map data. If your hours or address are wrong there, you can lose a customer who never looked at a screen.
Ratings come from partners
Apple Maps uses Apple Business Connect plus partner data. Ratings and reviews on many place cards come from partners such as Yelp. That means your reputation on those partner sites shows up on iPhones, so they deserve attention too.
Bing Places
Bing Places for Business is Microsoft's free listing tool. It controls how you appear on Bing search and Bing Maps, and on Windows and other Microsoft products that use Bing data.
Verification
Like Google, Bing asks you to prove you run the business before you can edit the listing. Depending on the business, that can be by phone, email, postcard or another method Bing offers at the time.
Importing from Google
Bing Places can import your details straight from your Google Business Profile. That saves time, but it also copies any mistakes. Check the imported listing line by line before you publish it.
Why Bing matters for AI
Bing powers parts of Microsoft Copilot, and ChatGPT search draws on web sources that include Bing results. A complete and accurate Bing listing raises the odds that these assistants describe your business correctly. Our ChatGPT and Gemini guide covers this in more depth.
The three maps compared
| Google Business Profile | Apple Business Connect | Bing Places | |
|---|---|---|---|
| Where it shows | Google Search, Google Maps | Apple Maps, Siri, CarPlay, other Apple apps | Bing search, Bing Maps, Microsoft products |
| Cost | Free | Free | Free |
| Promotions | Posts | Showcases | Limited |
| Booking or order buttons | Yes | Yes, called actions | Limited |
| Ratings and reviews | Google's own reviews | Often from partners such as Yelp | Pulled from Bing and partner sources |
| Shortcut to set up | None | None | Import from Google |
| AI link | Feeds Gemini | Feeds Siri | Feeds Copilot and is one source for ChatGPT search |
Your name, address and phone number should read exactly the same on all three. Small differences, like "Street" on one and "St." on another, are usually fine, but a different phone number or suite is not.
What Local Booster does about it
Apple Business Connect and Bing Places setup and upkeep are included in every plan, Base, Pro and Extended. In the first weeks we:
- Claim or take over both listings, with you keeping ownership.
- Fill in every field to match your Google profile: categories, hours, phone, website, description and photos.
- Add Apple actions that link to your booking or ordering tool, if you have one.
- Check any Google import into Bing for copied mistakes.
- Fix wrong data at the source, including the data aggregators that feed maps and directories.
After that we keep both listings current each month as hours, photos or offers change, and our profile watch flags unwanted edits. Ranking on Apple and Bing is part of the baseline audit and the monthly report, so you can see all three maps side by side. To claim the listings we need access or permission from you; the full list is on how it works.
What you can do yourself
- Open Apple Maps on an iPhone and search for your business by name. Check the hours, phone and address.
- Ask Siri for your type of business near your address and see who it suggests.
- Search your business on Bing and check the listing on the right.
- Look up your business on Yelp and make sure the details match, since Apple may show those ratings.
- Whenever you change hours on Google, change them on Apple and Bing the same day.
Get all three maps working for you
Every Local Booster plan sets up and maintains Apple Maps and Bing Places alongside Google, for one location, month to month.