Apple continues its services push:

Any verified business can now create a consistent brand and location presence across apps that customers use every day, including Apple Maps, Wallet, and Mail.

Now more than just a Google Business Profile clone, Business Connect adds:

• Branded email: name and logo in Mail
• Branded payments: logo in Tap to Pay
• Branded incoming call screen with Business Caller ID (coming soon)

Apple is turning its hardware network into an integrated marketing platform.