The rise of Apple Maps: Insights and untapped opportunities for enterprise brands

Apple Maps has come a long way. What started as an iOS default is now a navigation powerhouse, transforming how consumers discover and engage with local businesses. With seamless integration across the expansive Apple ecosystem—think Siri, CarPlay, and Safari—Apple Maps is becoming a serious competitor to Google Maps.

Yet, this growing platform remains a blind spot for many businesses. According to BrightLocal, 59% of businesses are unaware of Apple Business Connect, the tool that lets brands control their presence on Apple Maps. That’s a staggering missed opportunity, especially as more consumers turn to online search for daily decision-making.

Our own local consumer behavior research says that 90% of consumers conduct online searches daily, and many of those searches are local. They’re looking for the nearest coffee shop, the best-rated mechanic, or tonight’s restaurant reservation. If your business isn’t optimized for Apple Maps, you’re leaving potential customers and revenue on the table.

Ready to learn more about unlocking the untapped potential of Apple Maps and its Place Cards? Stick with us.

Apple Maps in numbers

Apple Maps has carved out a significant footprint in the digital navigation world, fueled by the immense reach of Apple’s ecosystem. With over 2.2 billion active Apple devices globally, this platform has become the go-to for millions of users searching for directions, reviews, and business information.

Market penetration and platform integration

Apple Maps comes pre-installed and set as the default navigation app on all iOS devices, giving it unparalleled access to Apple’s user base. Its integration with Siri, CarPlay, and Safari makes it a seamless tool for users on the go. Want to find a nearby restaurant while driving? Siri uses Apple Maps. Need turn-by-turn directions displayed on your screen? That’s Apple Maps via CarPlay.

Despite its growing use, Apple Maps still lags behind Google Maps in market share: 88% of users prefer Google Maps, while 12% rely on Apple Maps. But here’s the untapped opportunity: With nearly 918 million global Apple Maps users—75 to 100 million regular users in the U.S. alone—this platform it’s no longer just a player in the navigation game. It’s a sleeping giant.

Understanding Apple Maps’ user demographics

Apple Maps users bring significant purchasing power to the table. Understanding who exactly is using Apple Maps can determine if it aligns with your target demographic.

While specific age demographics for Apple Maps are not explicitly provided, general statistics indicate that a large segment of iPhone users (and by extension, Apple Maps users) falls within the 18 to 34-years of age group.

Apple’s user base also tends to skew toward higher-income demographics, with many users willing to spend on premium services and products. The average annual income for iPhone users is approximately $85,000, which is about 40% higher than the average income of Android users. The platform’s adoption is highest among younger to middle-aged consumers in urban and suburban areas, making it a prime channel for reaching affluent and engaged shoppers.

Apple Maps vs. the competition

When comparing user engagement and adoption rates:

• Google Maps: The leader with over 1 billion monthly active users globally. Its dominance stems from broader device compatibility and features like Street View and real-time traffic updates.
• Apple Maps: Estimated at 918 million users globally, with deep integration across Apple’s ecosystem creating a unique and frictionless experience.
• Waze: A niche competitor with 140 million monthly users, popular for its crowd-sourced traffic data.

While Apple Maps hasn’t yet reached Google Maps’ scale, its closed-loop ecosystem offers enterprise brands a unique advantage: exclusivity. By optimizing Apple Place Cards, businesses can tap into a dedicated audience that actively seeks out information on their Apple devices.

Apple Maps is not a platform to ignore. It’s a strategic asset for reaching a growing audience with high spending power and a loyalty to the Apple brand. In the next section, we’ll explore what makes Apple Place Cards so valuable and how businesses can leverage them.

What are Apple Place Cards?

Apple Place Cards are the digital storefronts of the Apple Maps ecosystem. They’re what customers see when they search for your business, offering a snapshot of everything they need to know to engage with you.

Each Place Card is customizable and packed with valuable information to help your business stand out. Here’s what they include:

• Business listings: Display key information like your business name, category, physical location, and contact details.
• Operating hours: Ensure customers know when you’re open (and when you’re not) with up-to-date hours of operation.
• Business details: Add a compelling business description to give users a reason to visit.
• Photos: Upload high-quality images that showcase your location, products, or services to make a lasting impression.
• Engagement features: With action buttons like “Call,” “Order”, “Book”, and “Website”, Place Cards make it easy for users to connect or navigate to your business.

A solid foundation for customer engagement

Apple Place Cards go beyond static listings. They act as interactive touchpoints, enabling businesses to create a seamless experience for users searching on Apple Maps. Customers can quickly identify your business type, explore services, and decide if your business meets their needs—all within a single interface.

For business owners, Place Cards offer the power to:

• Tailor listings to match your brand identity.
• Provide real-time updates, like special hours during holidays or new product launches.
• Highlight unique features and amenities that set your business apart.

With more Apple Maps users seeking accurate, detailed, and visually engaging information, Place Cards are the key to capturing their attention. Businesses that optimize their Place Cards are creating an engaging, trustworthy digital presence that drives action.

Now, why are Apple Place Cards so critical for boosting visibility and building trust?

Benefits of being on Apple Maps

Being on Apple Maps helps seamlessly integrate your brand’s locations into the daily lives of millions of Apple users. From local search rankings to customer trust, the advantages are clear. Here’s how your business can benefit:

Integration across the Apple ecosystem

Apple Maps isn’t a standalone app—it’s a cornerstone of the Apple ecosystem. It works hand-in-hand with Siri, Apple Watch, and Apple CarPlay, giving individual customers a consistent and intuitive user experience across devices:

• Siri: Users rely on Siri for voice-activated local searches, making it crucial for your location Place Cards to include accurate details like operating hours, contact info, and your business category.
• Apple Watch: Whether it’s a quick search for a business location or turn-by-turn navigation, Apple Watch keeps users engaged while on the move.
• Apple CarPlay: For drivers, CarPlay uses Apple Maps to deliver real-time navigation and suggestions based on nearby businesses. Having an optimized Place Card ensures your business is recommended at key decision-making moments.

If your business isn’t leveraging Apple Maps, you’re missing out on powerful tools to connect with customers in their most convenient and trusted spaces.

Building customer trust and experience

Today’s customers expect accurate, reliable, and visually engaging business listings. Verified Place Cards on Apple Maps provide exactly that, improving your brand’s credibility and overall customer experience.

According to our Local Search Consumer Behavior Study:

• 82% of local searchers are looking for business addresses and directions on business listings, followed by hours of operation (76%), contact information (75%), and website URLs (74%).
• 84% of local customers say first-party reviews are likely to influence their purchasing decisions.

Keeping your Apple Maps Place Card up to date with high-quality photos, accurate contact details, and positive customer reviews helps you meet these expectations and foster trust with your audience.

Boosting local SEO

Optimized location place cards enhance your business’s discoverability across multiple platforms. For example, Apple Maps listings influence local search results within Safari, Apple’s default browser. Additionally, accurate Place Cards improve rankings and visibility across other Apple tools, such as Wallet and Messages.

How can your brand close the adoption gap and make the most of this growing platform?

The untapped Apple opportunity is yours for the taking

Apple Maps offers businesses a largely untapped opportunity to engage millions of active users in ways that go beyond traditional local search tools. Despite its rapid evolution and valuable features, many businesses have yet to fully embrace this platform.

The gap in adoption is significant considering more than half (58%) of businesses have not claimed their Apple Maps listing, leaving their presence unverified and potentially inaccurate. What’s more, only 16% of businesses are using Apple Business Connect, the powerful competitor of Google Business Profile, that enables brands to manage their Place Cards and, in turn, their local search presence.

For comparison, Google Business Profile enjoys far higher adoption rates, as it’s been a long-standing default for local business management. This disparity highlights the opportunity for forward-thinking brands to gain an edge by optimizing their Apple Maps presence while competitors lag behind.

Projected growth

Apple Maps is continuously evolving with user-focused enhancements and innovative features that amplify its appeal:

• Hiking and outdoor exploration: Users can now explore thousands of U.S. national park hikes with detailed topographic maps and offline navigation. These updates are part of a broader effort to expand Apple Maps’ utility for outdoor and lifestyle experiences.
• Enhanced search experience: New features allow users to browse businesses based on photos, ratings, and pricing, all without leaving the search interface—streamlining discovery and decision-making.
• Places Library: This tool lets users save favorite locations, curated guides, and custom routes with personal notes, boosting engagement and return visits to Apple Maps.

We expect that future updates will make local search and navigation even more engaging, personalized, and interactive. Recent Apple Business Connect updates also introduced tools that elevate brand visibility:

• Branded mail: Display your business name and logo in customer emails, enhancing trust and open rates.
• Tap to Pay branding: Show your logo during payment transactions to reinforce your identity at the point of sale.
• Business caller ID (coming soon): Verified business names and logos on inbound calls will help your customers confidently pick up the phone.

These updates position the platform as a comprehensive tool for discovery, engagement, and brand building, with untapped potential for businesses ready to invest in its features.

How to take action: A checklist for local businesses

To seize this opportunity, businesses must take proactive steps to claim and optimize their Apple Maps listings. Here’s how:

• Claim and verify your listing: Sign in to Apple Business Connect and complete the verification process. This ensures your business is recognized as a trusted and accurate presence.
• Optimize your Place Card: Add high-quality photos, update contact details, and select the most accurate business category to ensure visibility in relevant searches.
• Showcase your offerings: Use Apple’s tools to highlight promotions, events, or services through engaging descriptions and action buttons like “Call” or “Get Directions.”

To make the most of Apple Maps, avoid common mistakes that can undermine your brand’s trust and visibility. Consistent NAP (name, address, phone number) data is essential—ensure these details match across all platforms to maintain accuracy and build customer confidence. Regular updates to operating hours, promotions, and photos are equally important to prevent disappointing potential customers with outdated information.

Additionally, Apple Maps analytics offers valuable insights into customer behavior, such as search frequency and direction requests. Use this data to identify top-performing locations, refine local marketing strategies, and tailor your offerings to align with user preferences and trends.

Apple Maps is no longer just a secondary player in the local search space. It’s a growing force with tools designed to help businesses shine. By acting now, you can position your brand ahead of the competition and build lasting connections with Apple’s influential user base. Want to learn more? Schedule a demo with Rio SEO and see how our LX platform can boost your visibility and drive sales across Apple Maps, Google, and the rest of the local ecosystem.