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Google Business Profile

Do I Need to Be on Bing and Apple Maps?

It is worth doing, since both are free, but both come after Google for most local businesses. Bing Places lets you manage your listing in Bing Search and Maps. Apple Business Connect lets you claim your place card, which appears across Apple Maps and other Apple apps. Set them up once your Google profile is solid.
By Eric Walker · Last updated October 2026

Bing Places for Business

Bing Places is free. According to Search Engine Journal, Microsoft launched a redesigned version on October 3, 2025, at bing.com/forbusiness. The import flow from Google Business Profile was overhauled to carry over names, hours, and contact details, and a recommendation tool suggests things like photos, website links, and hours.

If you already have a complete Google profile, importing it is the fast route. Check the imported details afterward, because it is easy for an old phone number or hours to carry across.

Apple Business Connect

Apple introduced Apple Business Connect in January 2023. It is free, and businesses can claim their place card once Apple verifies them, then add photos, logos, and promotions. Apple says the information appears across Maps, Siri, Wallet, Messages, and other Apple apps.

It takes an Apple ID and a computer to register. The benefit is control: you decide what an iPhone user sees for your business instead of leaving it to whatever Apple pulled from other sources.

How much are they worth?

I do not have trustworthy traffic numbers for either one, and I would be wary of anyone who quotes you a precise figure. Treat both as low-cost insurance. They cost an hour or two, they keep your details accurate on more surfaces, and neither is likely to be your main source of calls.

For most Denver-area service businesses I would still put them behind the Google profile, reviews, and website pages, and ahead of paid directory packages.

A sensible order

  • Get the Google Business Profile right first.
  • Import it to Bing Places and check every detail.
  • Claim your Apple Business Connect place card.
  • Compare name, address, phone, and website across all three.

Keep them in sync

The common failure is not setting these up. It is setting them up once and letting them drift. When hours change for a holiday or you move, update all three. My page on NAP consistency explains why matching details matter, and my guide to local citations covers the wider list of directories.

Skip the paid directory packages

Both Bing Places and Apple Business Connect are free and run by the companies themselves. Be wary of any package that charges to submit your business to hundreds of directories, including these two. You can do both directly in an afternoon, and you keep control of the logins.

Why they may matter more over time

Microsoft says it plans deeper Bing Maps and Copilot integration for the redesigned Bing Places, and Apple says place card information shows up across Siri, Wallet, and Messages as well as Maps. I would not build a strategy on promises, but it is another reason to keep these listings accurate. If AI assistants and voice tools draw on them more over time, an empty or wrong listing becomes a quiet liability.

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