Greg Sterling of Search Engine Land has a great post that details how small businesses can use Apple's Maps Connect tool to add their business to the Apple Maps database. It isn't a completely new feature, as pointed out by Apple Spotlight, but new features have been added and Apple is now actively promoting the feature.
This afternoon Apple notified us of a new self-service portal to add or edit local business listings: Apple Maps Connect. It’s intended for small business owners or their authorized representatives (though not agencies) to be able to quickly and easily add content directly into Apple Maps.
Updates or new listings will show up within a week or could show up more quickly depending on the situation and whether the listing was flagged and/or there’s additional verification required. Beyond this, Apple has additional fraud prevention measures in place but didn’t discuss them extensively.
Sterling's post has screenshots of the entire process, so if you're interested I recommend reading it yourself. Also interesting is that as part of Maps Connect, businesses can apply for Apple's indoor positioning technology which it launched with iOS 8. The website notes that Apple is currently focused on working with those businesses that have annual visitors of over 1 million, WiFi throughout and accurate maps, amongst other things.