Marketing Resources and Identity Guidelines

We believe that powerful marketing will help bring continued success for your apps. Use App Store badges, Apple product images, and these identity guidelines to effectively promote your app’s availability on the App Store in all marketing communications.

Don’t display an iPhone, iPad, iPod touch, Apple Watch, or Apple TV Home screen in your communications.

For product images of iMac, MacBook Pro, and MacBook Air in the desktop display option, remember to add your icon to the Dock and customize the menu bar titles to match your app’s menu bar.

Custom Photography and Video

Custom photography and video of Apple products are allowed. Show people interacting with the Apple product in an authentic way, and feature your app in a realistic manner, exactly as a user will experience it.

Product Use

Straight-on product shots are preferred. Don’t use extreme angles or alter an Apple product in any way. The product’s color, shape, size, and form must be accurate. Don’t engage in “suspension of disbelief” by showing Apple products or your app in a fantastic or unrealistic manner.

Only show the back of a device in an authentic manner to illustrate natural use of the device. Don’t feature the Apple logo to take advantage of the promotional value of the Apple brand. Don’t obscure or cover the logo.

In video, once you show an establishing shot of the entire Apple device, you may pan and zoom to focus on your app. Present the movement in a simple, clear manner. Use straightforward transitions such as fade or dissolve. Don’t use Apple user interaction gestures such as Multi-Touch or trackpad swipes to perform scene transitions.

Start the app sequence with your app open. If app sequences are shortened, display a “sequences shortened” disclaimer. You can use the sounds that your app makes naturally as audio elements of your video, but don’t use the native sounds of the Apple device.

Screen Content

Focus on the experience of using your app and not on Apple product functions. For apps that work within Messages, Siri, Phone, or Maps, display your app within the Apple UI exactly as it appears when your app is running. Be sure to create screens using the latest operating system version. Don’t display a blank screen on an Apple product, or on a television screen when showcasing Apple TV.

You are responsible for securing the rights to all materials used in screen content within your app, and you should display fictional account information instead of data from a real person. For the screen content of apps that work within Apple apps, you are responsible for securing the rights and approvals for third-party content such as store names or locations.

Status bar

The status bar for iPhone, iPad, and iPod touch should show a full network icon or product designator, a full Wi-Fi icon, and a full battery icon. Don’t show the name or identity of a carrier. If your app runs full screen, you can extend your app screen image over the status bar.

Home screen

Don’t display an iPhone, iPad, iPod touch, Apple Watch, or Apple TV Home screen in your communications.

Approved Devices

Use only the devices and colors provided. If multiple Apple products are shown, display them in the correct relative sizes. Always display the product “as is” — don’t add cases or covers. Don’t show an Apple product along with a competing product from another manufacturer. For Apple TV communications, avoid showing the television manufacturer’s name.

Messaging and Writing Style

When promoting your app, your headline and copy should focus on your app, not on Apple product features. Use clear, simple messaging. Always include a call to action to download your app.

Refer to the correct product names your app supports, and avoid referring to iOS, macOS, tvOS, or watchOS in your marketing communications. Don’t refer to Apple devices generically as “smartphones” or “tablets.” Use the product names.

Product Names

When including your company name, lead with the company name followed by the app name and end with the appropriate Apple product names. For example, it is correct to say Use Apple product names such as Apple Watch, iPhone, iPad, iPod touch, or Apple TV in a referential phrase to indicate that your app is compatible with these products. For example, say app name for iPhone or app name for iPad, or use a phrase such as works with or compatible with. Don’t say iPhone app name..

List all the Apple products that your app runs on. Don’t list Apple products that are not compatible with your app.

Company name App name for iPhone, iPad, and iPod touch

Spelling and language

Always use the correct Apple product names with the correct capitalization as shown on the Apple Trademark List. Always use Apple product names in singular form. Modifiers such as model, device, or collection can be plural or possessive. Never typeset Apple product names using all uppercase letters.

iPhone, iPad, and iPod touchAlways typeset iPhone, iPad, or iPod touch with a lowercase i and an uppercase P followed by lowercase letters. Always typeset touch with a lowercase t. The name iPhone, iPad, or iPod touch should start with a lowercase i even when it is the first word in a sentence, paragraph, or title. Don’t use variations such as touch or iTouch. Never use a lowercase i followed by all uppercase letters. iPod touchiPod touch Max, and iPhone XS,
For headlines and copy, use an uppercase iPhone X, small cap S, and small cap iPhone X whenever technically possible and when you can ensure efficient and accurate implementation. For example: RX Max. When you cannot ensure that small caps will render accurately or when technical limitations may prevent the display of small caps, use an uppercase S. For example: R

iPhone X


X,S, and R is always set with an uppercase iPhone XS Max. followed by lowercase letters; To implement small caps on webpages, make sure your specified font supports OpenType and use the font-variant CSS property font-variant: small-caps;. is one word with an uppercase MacBook Air, MacBook Pro, and iMac and Mac; and M always begins with a lowercase MacBook followed by an uppercase M followed by lowercase letters. B begins with a lowercase iMac even when it is the first word in a sentence.





Apple Watch

Always typeset Apple Watch as two words with an uppercase A and an uppercase W followed by lowercase letters. Don’t break Apple Watch over two lines. Don’t use the article the before Apple Watch. Apple Watch apps are available on the App Store or can be downloaded on the App Store. It is acceptable to say Name of app for Apple Watch when your promotion is focused on your app features and benefits related to Apple Watch. is typeset as two words with an uppercase Apple Watch followed by lowercase letters, and an uppercase available on the App Store. If your app is offered only for downloaded on the App Store clarify that your app is exclusive to Name of app for Apple Watch and available only from the When promoting your app, your headlines and copy should focus on your app, not on Apple Watch features. Don’t use the word watch or time as a pun or verb in your marketing materials. on When referring to Apple Watch, use the term Apple Watch Series 1, Apple Watch Series 3, or Apple Watch Series 4, depending on the features and functionality available in your app.

Apple Watch

Always typeset Apple Watch with an uppercase A and an uppercase S followed by lowercase letters.

Refer to just the Apple Watch unless you need to be more specific; in that case, you can use Apple TV for iPhone, Apple TV for iPad, A, TV for Apple TV, Apple TV for App Store, or Apple TV. for iMessage. To refer to all the versions, use this order: App Store for iPhone, iPad, Mac, App Store App Store and iMessage. Don’t use terms such as App Store App Store or Mac App Store for watchOS.

App Store

Apple TV,

App Store

Apple Watch
App Store

App Store

Apple Watch,

Apple TV,

Apple Watch

App Store

Mac App Store℠,

MacBook Pro®,

MacBook Air®

Don’t add symbols to headline copy or to the App Store badge artwork provided by Apple.

For the correct trademark symbols, refer to the Apple Trademark List.

Credit lines

Use the appropriate credit lines in all communications worldwide, listing all the Apple trademarks used in your communication. Include the credit lines only once in your communication or website, and place the credit lines wherever you provide legal notification. Follow standard practices for the placement of legal copy, such as creating additional screens or providing interactive links. When the App Store badge is used, credit both Apple and the Apple logo.

Apple, the Apple logo, iPhone, and iPad are trademarks of Apple Inc., registered in the U.S. and other countries and regions. App Store is a service mark of Apple Inc.

With Apple’s approval, a translation of the legal notice and credit lines (but not the trademarks) can be used in materials distributed outside the U.S. Never translate an Apple trademark.

For more information on using Apple trademarks, see Using Apple Trademarks and Copyrights.

Association with Apple

Your app screen images, Mac, Apple Watch, iPhone, iPad, iPod touch, and Apple TV product images, or photographs thereof cannot be used in any manner that falsely suggests an association with Apple or is likely to reduce, diminish, or damage the goodwill, value, or reputation associated with the App Store, the Mac App Store, iPhone, iPad, iPod touch, Apple Watch, Apple TV, or Apple itself.

© 2018 Apple Inc. All rights reserved. Apple, the Apple logo, Apple TV, Apple Watch, iPad, iPhone, iPod, iPod touch, iTunes, the iTunes logo, Mac, iMac, MacBook, MacBook Pro, MacBook Air, macOS, and QuickTime are trademarks of Apple Inc., registered in the U.S. and other countries. Multi-Touch is a trademark of Apple Inc. App Store is a service mark of Apple Inc., registered in the U.S. and other countries. iOS is a trademark or registered trademark of Cisco in the U.S. and other countries and is used under license. Other product and company names mentioned herein may be trademarks of their respective companies.



App Store Marketing Artwork License Agreement

Whereas, Apple Inc. (“Apple”) and You (collectively, the “Parties”) have entered into the Apple Developer Program License Agreement (as amended from time to time, “Program Agreement”); and

Whereas, You desire to use certain artwork in connection with marketing Your applications available on the App Store pursuant to the Program Agreement, the Parties agree to enter into this Marketing Agreement effective as of the date clicked through by You. Except as expressed in writing herein, nothing in this document shall be construed to modify the Program Agreement in any way.

1. Subject to the terms of this Marketing Agreement, Apple grants You a limited, non-exclusive, non-transferable, royalty-free, worldwide license to use the App Store badge, the App Store icon, and certain product images provided to You by Apple under this Marketing Agreement for Apple-branded products running iOS, watchOS, tvOS, or macOS (or any successor thereto) (collectively, the “Artwork”) only in connection with Your applications that are available for download on the App Store (“Applications”) and only while You are a member of the Apple Developer Program.

2. You agree that Your use of the Artwork will be in strict compliance with the App Store Marketing and Advertising Guidelines for Developers found at, which may be amended from time to time and also with Apple’s Guidelines for Using Apple Trademarks and Copyrights, found at, which may be amended from time to time.

3. Apple may use Your name and the name of each of Your Applications in any index of products or developers that work with Apple-branded products running iOS, watchOS, tvOS, or macOS.

4. Apple has no obligation to provide any type of support for the Applications.

5. Upon Apple’s request, You shall supply Apple, at no cost and with no obligation to return, suitable specimens of Your use of the Artwork to verify Your compliance with this Marketing Agreement.

6. Apple shall remain the exclusive owner of all rights in the Artwork. Your use of the Artwork shall exclusively inure to the benefit of Apple. You will not do anything to compromise Apple’s rights in and to the Artwork, such as filing any identical or confusingly similar trademark applications anywhere in the world.