Apple

Sign in with Apple lets visitors join your website or app with their Apple Account (the account they use for their iPhone, iCloud and the App Store) instead of creating a new username and password. This article explains how it works, including Apple's Hide My Email option and what it means for you, then walks you through connecting your own Apple credentials so visitors see your brand when they click "Continue with Apple".

In short: When a visitor clicks "Continue with Apple", Apple confirms who they are, usually with Face ID or Touch ID, and shares their name and an email address with your site, so you never see or store their password. Visitors can choose to share their real email or a private relay address from Apple's Hide My Email service, which forwards to their inbox. To email those visitors, register the domains you send from with Apple. Bread & Butter supports Apple out of the box in Sandbox Mode. To show your own brand, you need to be enrolled in the Apple Developer Program: create an App ID, a Services ID and a key, then paste the Key ID, Services ID, Team ID and key into Settings, then Global Conversion Methods, in Bread & Butter.

Need a hand? Setting up developer credentials can feel a bit overwhelming. We offer a free 15-minute onboarding session to help you get this configured. Book your session with a specialist here.

What is Sign in with Apple?

Sign in with Apple lets people use their Apple Account to sign in to other websites and apps.

  1. A visitor clicks Continue with Apple on your site.
  2. Apple confirms who they are, on Apple devices usually with Face ID or Touch ID.
  3. The visitor chooses whether to share their real email address or hide it.
  4. Apple sends your site their name and the email address they chose.
  5. Bread & Butter creates a verified profile for them, and returning visitors are recognized with the same click.

Why offer Apple sign-in?

  • Quick on iPhone and Mac. On Apple devices it's a glance or a touch, with nothing to type.
  • Less friction. Some people leave rather than fill in another sign-up form. A familiar button is an easy yes.
  • No passwords to manage. You don't handle resets, and there's no password database to protect.
  • Privacy that visitors trust. People who are wary of handing over their email are more likely to sign up when they can hide it.

Apple suits consumer audiences, ecommerce and mobile-heavy traffic. For B2B audiences, put Google, Microsoft or LinkedIn first and offer Apple alongside them.

Hide My Email: what it means for you

When a visitor chooses Hide My Email, Apple gives your site a unique, random address ending in @privaterelay.appleid.com  instead of their real one. Anything sent to it is forwarded to their real inbox, and they can turn forwarding off at any time.

Two things follow from that:

  • Register the domains you send email from. Apple only forwards email from domains and addresses you've registered, and the email must pass SPF or DKIM authentication. Anything else bounces. In your Apple Developer account, go to Certificates, Identifiers & Profiles, then Services, and configure Sign in with Apple for Email Communication. Add every domain you send from: your own domain, your reps' domain if they send from their own mailboxes, and your email marketing provider if it uses its own sending domain.
  • Expect less research on hidden addresses. A relay address doesn't say who the person works for, so there's less for Profile Enrichment to go on. See What is Profile Enrichment, and what does it find?

Why connect your own Apple credentials?

When you first install Bread & Butter, the Apple 1-click connection is pre-configured in Sandbox Mode. To maximize user trust and maintain full brand consistency, you must transition Apple out of the sandbox by generating your own custom credentials within your Apple Developer account.

Here is how to set it up in four steps. (Note: You must be officially enrolled in the Apple Developer Program to complete this setup).

Step 1: Create Your App ID

First, you must register your website as a recognized App within the Apple ecosystem.

  • Click the blue + button to add a new identifier.
  • Select App IDs and click Continue. For the type, select App and click Continue again.

  • For the Description, enter your organization's name.
  • For the Bundle ID, enter a reverse-domain style string (e.g., com.yourdomainname ).

⚠️ Important: Copy and store the Team ID displayed on this page. You will need it for the final setup step.

  • Scroll down to the Capabilities list and check the box for Sign in with Apple.

  • Click Continue at the top of the page, confirm your information, and click Register.

Step 2: Create & Configure Your Services ID

This dictates the exact URLs Apple is allowed to redirect your users to after they connect.

  • Back on the Identifiers page, use the dropdown menu on the right to switch from App IDs to Services IDs.

  • Click the blue + button to add a new identifier, select Services ID, and click Continue.
  • Add a Description and an Identifier value.

(Note: This Identifier must be different than the Bundle ID you created in Step 1. We recommend simply adding .app  to the end of it).

⚠️ Important: Copy and store this new Identifier value. This will act as your "Application (client) ID" in the final step.

  • Click Continue, confirm the info, and click Register.
  • Now, click on the new Service ID you just created. Check the box for Sign in with Apple, and click the Configure button beside it.
  • Ensure the App ID you created in Step 1 is selected as the Primary App ID.
  • Under Domains and Subdomains, enter: api.breadbutter.io
  • Under Return URLs, enter: https://api.breadbutter.io/callback
  • Click Next, confirm the configuration, click Done
  • On the Services ID page, click Continue, and then click Save.

Step 3: Generate Your Security Key

  • In the left menu, select Keys. Click the blue + button to add a new key.
  • Give it a name, check the box for Sign in with Apple, and click Configure.

  • Select your Primary App ID, click Save, then click Continue and Register.
  • Copy and store your Key ID.
  • Finally, click to Download your Key. (Warning: Apple only allows you to download this key file once. Keep it safe!)

Step 4: Link Your Credentials to Bread & Butter

  • Log in to your Bread & Butter dashboard.
  • https://app.breadbutter.io
  • Go to Settings in the left menu, then navigate to your Global Conversion Methods tab.
  • Locate your Apple connection and edit the settings to switch from Sandbox to Production Mode, then click Create New.
  • Enter a custom name and description for your reference.
  • Paste your Key ID (from Step 3).
  • Paste your Application (client) ID (This is the Services Identifier from Step 2).
  • Paste your Team ID (from Step 1).
  • Open the downloaded Key file in a basic text editor, copy the contents, and paste it into the Key field. (Important: Do NOT include the BEGIN  or END  tags in the text you paste).
  • Click Save, and ensure the checkbox next to your new Apple provider is enabled.

Final Polish: Complete Your White-Label Setup

You have successfully added your brand name to the Apple consent screen! However, visitors may still see breadbutter.io  listed in the URL routing during the connection process.

To completely remove our branding and keep visitors fully within your own domain ecosystem, navigate to the Custom Auth Domain tab in your Bread & Butter settings to set up your Custom Auth Domain.

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