These guidelines are provided to help iOS Developer Program members correctly promote their affiliation with the App Store in all marketing communications. The guidelines include information on using the App Store badge and Apple product images, as well as app marketing best practices.
The App Store badge and Apple-provided product images should be used on all your marketing materials.
- Use accurate terminology when referencing Apple products and promoting your app.
- Use clear messaging and direct calls to action in your communications.
- Provide appropriate credit attribution for Apple trademarked terms used.
- Use your own design, don’t imitate Apple marketing or typography.
Apple Approval Required
Marketing materials created in the following formats must be submitted to and approved by Apple before publication or broadcast.
- High visibility in any format
- For TV and Print
- Includes custom photography and video of Apple products
Email marketing materials for Apple review to email@example.com
Submit an example of your communication and briefly describe the app you are promoting.
Include the following information with your materials:
- Contact details with phone number
- Publisher name
- App name
- Apple App ID or App Store URL
- Marketing channels
- Campaign spend or media value
- Impressions expected
- Attach materials under 50MB to an email message. Provide login details to a secure FTP site or use a password-protected web delivery service for submissions larger than 50MB.
- Submit all correspondence in English and provide English localization of materials if necessary.
- Allow a minimum of five business days for a response.
- Note that no response from Apple in this time frame does not grant approval of your materials.
- Apple can review work-in-progress materials; however, all final materials must be approved before publication.
- Submit in the following formats: use PDF, JPG, or other standard graphic formats; use QuickTime for video.
- Ensure that all copy and graphic images are of sufficient quality for review.
iOS Developer Program members only
The App Store badge and the Apple product images shown in these guidelines are for use only by iOS Developer Program members who have agreed to the App Marketing Artwork License Agreement. Always use artwork provided by Apple without modification. Apple reserves the right to withdraw permission to use the App Store badges or Apple product images anytime their use is inconsistent with these guidelines or is otherwise deemed inappropriate by Apple.
The information in these guidelines is subject to change.
Use the Download on the App Store badge whenever you promote your app offered on the App Store. It should be included on all electronic and printed communications, such as TV commercials, print ads, video trailers, email, newsletters, and websites.
1.1 Badge artwork
Badge artwork is provided in .SVG and .PNG format for web or onscreen communications and .EPS format for use in printed materials. The .SVG scalable vector graphic format is high resolution art and is preferred for onscreen communications including web pages. Use only the artwork provided here. Never create your own App Store badge or alter the artwork in any way.
1.2 Localized badges
Apple provides badge artwork with the “Download on the” modifier translated into regional languages. The service mark App Store always appears in English. Never translate App Store. Do not create your own translation or localized badge.
Available in Bahasa Indonesia, Bahasa Melayu, Čeština, Dansk, Deutsch, Eesti Keel, English, Español, Español Latino, Français, Italiano, Latviski, Lietuviškai, Magyar, Malti, Nederlands, Norsk, Polski, Português, Português Brasil, Pусский, Română, Slovenčina, Slovenščina, Suomi, Svenska, Tagalog, Tiếng Việt, Türkçe, Ελληνικά, български, עברית, العربية , ภาษาไทย, 한국어, 日本語, 简体中文, 繁體中文.
1.3 Badge use
The Download on the App Store badge must be legible on all marketing communications in which you promote your app offered on the App Store. For all online communications, you must provide a link to your app on the App Store wherever the badge is used.
To obtain the URL for your app on the App Store, go to your product page in iTunes. Right-click or Control-click your app listing and choose Copy URL. Embed the URL in the App Store badge. Customers will be directed to install iTunes software if needed, then routed to their original destination on the App Store.
Print and Video
Use only one App Store badge on a layout or video sequence. Place the badge in a subordinate position to your main message. The badge cannot be the dominant graphic in a layout. It must be placed below or after the app or company name or identity. The badge should be smaller than your main message, company identity, or app graphics. If the App Store badge appears with badges representing other platforms, place the App Store badge first in the lineup of badges.
1.5 Graphic standards
Minimum clear space and minimum size
Minimum clear space is equal to one-quarter the height of the badge. Do not place photos, typography, or other graphic elements inside the minimum clear space. Minimum size is 10 mm for use in printed materials and 40 pixels for use onscreen. Always select a size that is clearly legible but not dominant.
On mobile devices
When the badge is placed on advertising with very limited layout space, such as banners for mobile devices, select a badge size that is clearly legible on the target mobile devices. Minimum clear space is equal to one-tenth the height of the badge.
The App Store badge always appears in black and white as shown here. The gray border surrounding the badge is part of the badge artwork and must be included. The App Store badge can be placed on a:
- Black or white background
- Solid-color background
- Background image as long as legibility is not diminished
1.6 Avoid mistakes
Use only the App Store badge artwork provided by Apple.
- Do not modify, angle, animate, rotate, or tilt the App Store badge.
- Do not use the Apple logo alone.
- Do not use icons, logos, or graphics from www.apple.com to promote your app.
- Do not refer to iOS in your communications. Instead refer to the Apple products your app natively supports.
To display your app on Apple products, use the product images provided. A vertical image and horizontal image are provided for each approved product color. The screen on the Apple product is blank so that you can display your app in the screen area.
2.1 Working with the image files
Select the Apple product image that best fits your layout and open the file in Adobe Photoshop. It can be saved for screen or print use.
To insert your product screen in the blank screen area, double-click the icon in the “Open to Update Screen” layer (a Smart Object layer). Open the “Replace Contents to Update Screen” nested layer and place the artwork for your app screen in the window. Save it and close the window. Do not alter the locked “Product Image and Shadow” layer. The RGB file can be exported or saved for the web. It can be converted to CMYK color mode and saved in .psd or .tiff format for use in print layouts. If you are using the files for printed materials, you must place a screen image in the file that is of sufficiently high resolution (at least 4x screen resolution).
2.2 Image use
The Apple product images of iPad, iPhone, and iPod touch can be used only to promote your app available on the App Store. Feature only products for which your app is currently developed. Do not use the iPhone 5s or iPhone 5c and iPod touch (5th generation) product images if your app is not designed to display on the screen size and resolution of these products. For example, do not feature iPhone 5s unless your app displays at 326 pixels per inch at 1136-by-640 resolution. If you are promoting an app that is supported only by previous product versions, send email to firstname.lastname@example.org to request the correct product image.
- Always use the latest-generation Apple-provided product images.
- Do not display an Apple product with a blank screen.
- Do not display an Apple product on a cluttered background.
Use Apple product images at a size that is clearly legible at the image resolution provided. If you require high-resolution product images for large-scale promotions such as outdoor advertising, send email to email@example.com and describe your marketing requirements and media. Do not display the product images smaller than the minimum size shown below.
Do not display Apple products smaller than 25 mm in length for printed materials and 200 pixels onscreen.
Maintain the correct relative product sizes whenever multiple products are shown.
Do not overlap Apple products.
2.4 Screen content
Display your app on the product screen exactly as it appears when your app is running. Do not add promotional copy to the screen. Place violators, bursts, and promotional copy beside the product images, not on top of them. Never display the iPad, iPhone, or iPod touch Home screen or any icon or image that you do not own.
Feature your app and focus on its functionality, not on Apple product functions.
Never display an Apple product's Home screen or Dock icons in your communications.
Do not place promotional copy on an Apple product screen. Show only your app screen.
2.5 Status bar
Status bar options are provided on different layers within the Smart Object layer. Select the status bar that is visible when your app is running. Select the correct localized layer for your region. The status bar shows a full network icon or product designator, a full Wi-Fi icon, and a full battery icon. If your app runs full screen, it is acceptable to extend your app screen image over the status bar.
2.6 Other devices
Feature Apple product images on their own. Do not use Apple product images along with images of competitive products in your communications. References to multiple platforms and competitive products can be made only in copy or with badges.
2.7 Image modification — avoid mistakes
- Do not alter, distort, or modify the Apple-provided product images in any way.
- Do not add reflections or shadows.
- Do not crop, cut off, or obstruct any part of the Apple product images.
- Do not tilt or angle the product images.
- Do not animate, flip, spin, or rotate the product images.
- Do not add graphic elements that appear to enter or come out of the product screen.
- Do not surround the product with a highlight.
2.8 Rendering and illustration
Do not render in 3D or create any simulation of an Apple product. Do not use illustration to depict an Apple product, except for instructional material. If generic portable devices are illustrated, do not include details that are unique to Apple products, such as the round Home button or ring/silent and volume controls.
2.9 Multiple Apple products
To present your app on multiple Apple products in a single layout, place the images side by side. Do not overlap the images.
2.10 Product images within the App Store
Screenshots should display only the actual screen content from your app that a user will see when the app is running. Do not incorporate Apple product images into your screenshots on the App Store.
2.11 Die-cut promotions
Do not die-cut a printed promotion in the shape of an Apple product image.
2.12 Apple.com and App Store images
Do not use headlines, copy, icons, graphics, or images captured from Apple’s website at www.apple.com, iTunes, or the App Store in your communications, including your app’s product listing in the App Store.
2.13 Product image buttons
Do not create buttons or icons with a product image.
2.14 Food industry promotions
Do not use the App Store badge or Apple product images on food industry disposable packaging or promotions. Use the product name in text only.
Custom photography and video of Apple products are allowed, but only with express written consent and approval from Apple. Feature your app in a realistic and authentic manner when creating custom photography and video. Reflect the visual style of your company.
Display the app on an Apple product exactly as a customer will experience it when the app is running.
- Show only content you have the legal right to display.
- Don’t add graphics or messages.
- Start your app on the splash screen with the app open.
- It is acceptable to show people interacting with the Apple product in an authentic way. Portray the interaction in a simple, clear manner.
- In video, once you show an establishing shot of the entire Apple device, you may pan and zoom to focus on your app functions. Present the movement in a simple, clear manner.
- Do not engage in “suspension of disbelief” by showing Apple products or your app in a fantastic or unrealistic manner. Do not show products engaging in actions they are not capable of performing, such as flying through the air or swimming underwater.
3.2 Apple products
Feature only the most current Apple products in the following finishes or colors: iPhone 5s in silver or space gray, iPhone 5c in white or blue, iPad Air in silver or space gray, and iPad mini in silver or space gray. If multiple Apple products are shown, display them in the correct relative sizes.
- Do not alter or distort an Apple product in any way. The product’s color, shape, size, and form must be accurate.
- Always display the product "as is." Do not add cases or covers to Apple products.
- A straight-on product shot is preferred. Do not use extreme angles.
- Do not feature Apple product functions; focus on your app’s functionality.
3.3 App Store badge
Use the App Store badge only once on a video trailer or promotion. When shown with your company or app identity, the badge must be placed in a subordinate position.
3.4 Status bar
If the status bar is clearly visible, make sure that the battery and Wi-Fi icons are full and that no carrier name is displayed.
In video, use straightforward transitions such as fade or dissolve. Do not use Multi-Touch gestures to perform scene transitions in a video so they act like an iOS device.
3.6 Shortened sequences
If app usage video sequences are shortened, display a “sequences shortened” disclaimer.
3.7 Other devices
Do not show an Apple product along with a competitive product from another manufacturer.
3.8 Trademark attribution
Include Apple credit lines wherever legal information is provided. At the end of a video, display the correct credit lines for Apple trademarks used in your video as described in Legal Requirements. Maintain clear space requirements when credit lines follow the badge.
3.9 Apple brand
Do not use an Apple product to take advantage of the promotional value of the Apple brand. Your app should stand on its own merits.
3.10 Apple logo
Do not feature the Apple logo on the back of products to take advantage of the promotional value of the Apple brand. Do not obscure or cover the logo. Only show the back of a device in an authentic manner to illustrate natural use of the device.
3.11 Apple Home screen and Apple icons
Do not display the Apple Home screen or Apple icons.
3.12 Blank screens
Do not display a blank screen on an Apple product.
Do not use the native sounds of the Apple device as audio elements of your communications. Use only the sounds that your app makes naturally when running.
Referring to Apple products and the App Store in copy is recommended to create a direct affiliation with your app. Use clear, simple messaging. Always include a call to action to download your app in your communications.
4.1 Product names
Use Apple product names such as iPhone, iPad, or iPod touch (or a combination of two or more names) in a referential phrase to indicate that your app is compatible with or runs on the Apple product or products.
For example, say “app name for iPhone and iPod touch” or app name for iPad," or use a phrase such as “works with” or “compatible with.” Do not say “iPad app name” or “iPhone app name.”
List all the Apple products that your app runs on. Do not list Apple products that are not compatible with your app.
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 “Company name App name for iPhone, iPad, and iPod touch.”
4.2 Spelling and language
Always use the correct Apple product names with the correct capitalization: iPhone, iPad, and iPod touch. Do not use variations such as touch or iTouch.
When using the name iPhone, iPad, or iPod touch, always typeset iPhone, iPad, or iPod touch with a lowercase i and an uppercase P followed by lowercase letters. Always set 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.
Always use the Apple product names iPhone, iPad, or iPod touch in singular form. Never say iPhones, iPads, or iPod touches.
Do not translate iPhone, iPad, or iPod touch, or any other Apple trademark. Always set Apple trademarks in English, even when they appear within text in a language other than English.
When using the name App Store in headlines or copy, always typeset App Store with an uppercase A and an uppercase S followed by lowercase letters. Always set App Store in English, even when it appears within text in a language other than English.
Include only the article the before App Store. Never include other descriptors; for example, do not say iTunes App Store, Apple App Store, or iPhone App Store. Do not add superlatives such as the best App Store. Do not use at the App Store. Always use on the App Store or from the App Store. It is correct to say that an app is available on the App Store. It is also correct to say that an app can be downloaded from the App Store. Do not use the term downloadable.
Do not refer to Apple devices generically as “smartphones” or “tablets.” Use the product names.
Do not indicate any kind of sponsorship or endorsement by Apple.
Never refer to Apple operating systems. Instead, list Apple product names.
Never typeset Apple product names using all uppercase letters.
Never use a lowercase i followed by all uppercase letters for Apple product names.
Never use a Myriad font for App Store-related text
4.3 Other platforms and devices
Apple product names can appear in copy along with the names of other mobile or computing devices. List Apple products first. Although the names of other products can be used in promotional copy, never display Apple product images alongside the images of other mobile devices or computers.
4.4 URL address naming
Apple trademark names can be included in your URL address only when the trademark follows your company and/or product name. Apple trademarks can be used only in URLs for web pages that feature apps developed specifically for the Apple product named. Never start a URL with an Apple trademark.
Acceptable: www.company.com/app/iphone or www.company.com/ipad
Not acceptable: www.iphoneapp.com or www.ipadweatherapp.com
4.5 Contests and sweepstakes
Apple does not approve the use of iPhone and iPad as awards in contests and sweepstakes, or as prizes and giveaways. iPod touch devices or App Store Gift Cards may be acceptable but require Apple approval of your promotional plan. Submit proposals to firstname.lastname@example.org for review and approval.
Do not indicate any kind of sponsorship or endorsement by Apple.
4.6 Legal notifications
For information on the use of appropriate credit lines and trademark symbols, see Legal Requirements.
Apple products can be used to demonstrate hardware accessories that work with apps. Use an Apple-provided product image, or create your own photograph or demonstration following the guidelines for Custom Photography and Video. Custom photography or video that includes Apple products can be produced only for the purpose of demonstrating the accessory function.
5.1 Accessory names
Do not use an Apple product name in the primary headline or as part of your product name.
5.2 Accessory packaging
Your accessory should be the primary focus of the package. An Apple product can be shown only to facilitate an understanding of how the accessory and the app work together. Keep the product interaction simple and explanatory.
- Your hardware accessory can be shown interacting with the Apple product in a realistic manner. It must be an accurate display of how the product functions and the app screens must be authentic.
- Do not exaggerate the capabilities of the accessory or the Apple product.
- Hands can be shown holding an Apple product, and people can be interacting with the product in a realistic manner, but don’t obstruct the product.
- Use the term works with to describe compatibility. For example, it is correct to say “Product name works with iPhone, iPad, and iPod touch.”
5.3 App Store badge placement
The App Store badge can appear only once on the side or back of the package. Do not place the badge on the package front. Use the App Store badge only in association with the app, not the accessory.
- Place the badge below or beside your app icon. The name of the app in text and promotional copy for the app can be placed near the App Store badge and app icon.
- When designing for multiple languages, do not use additional localized badges. Instead, display translations in text below the badge.
5.4 Size requirements
10 mm max
For all accessory packaging, the badge must be displayed at a minimum size of 8 mm high and a maximum size of 10 mm high. Do not enlarge the badge to a size greater than 10 mm in height.
5.5 Product compatibility icons
On packaging and other promotions, use Apple-provided iPhone, iPad, and iPod touch icons to let customers know which device models and generations your accessory is compatible with. Use icons in accordance with the license agreement and usage guidelines. Learn more
5.6 MFi Program
Accessories licensed in the MFi Program without an app component do not qualify as the kind of app accessories described in these guidelines. If your accessory is a product that has been approved as a Licensed Product in accordance with the MFi License Agreement and iPhone/iPad Supplement signed by Apple, you must follow the MFi Program requirements in addition to compliance with these guidelines for marketing the app component of your accessory. Learn more about the MFi Program
6.1 Icon Use
Use the App Store icon only when displaying a lineup of media icons with a similar shape and size. Do not use the App Store icon instead of the Download on the App Store badge in marketing communications, even when layout space is limited. Never use the Apple logo alone on any communication.
For online communications, embed the link to your app product page or publisher page in the App Store icon.
On marketing communications and advertising, use the Download on the App Store badge or refer to the App Store in text.
7.1 Credit lines
Use the appropriate credit lines in all communications worldwide, listing all the Apple trademarks used in your communication. List only the trademarks actually used in your materials. When the App Store badge is used, credit both Apple and the Apple logo.
For example, when you use the App Store badge and mention iPhone and iPod touch in copy: Apple, the Apple logo, iPhone, and iPod touch are trademarks of Apple Inc., registered in the U.S. and other countries. App Store is a service mark of Apple Inc.
- When you use the App Store badge, display an iPad product image, and mention iPhone in copy: Apple, the Apple logo, iPad, and iPhone are trademarks of Apple Inc., registered in the U.S. and other countries. App Store is a service mark of Apple Inc.
- When you use only the App Store badge: Apple and the Apple logo are trademarks of Apple Inc., registered in the U.S. and other countries. App Store is a service mark of Apple Inc.
- 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.
- Include the credit lines only once in your communication or website.
- If iTunes is mentioned in the communication, include the following statement: iTunes is for legal or rightholder-authorized copying only. Don’t steal music.
For more information on using Apple trademarks, visit Guidelines for Using Apple Trademarks and Copyrights.
7.2 Trademark symbols
In communications distributed only in the United States, the appropriate symbol (TM, SM, or ®) must follow each Apple trademark the first time it is mentioned in body copy.
For example: iPhone®, iPad®, iPod touch®, and App Store℠
- Do not add a symbol to the App Store badge artwork provided by Apple.
- Do not add symbols to headline copy.
For the correct trademark symbols, refer to the Apple Trademark List.
7.3 Association with Apple
Your app screen images, iPhone, iPad, and iPod touch 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, iPhone, iPad, iPod touch, or Apple itself.
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.
7.5 Downloading artwork
Subject to your agreement with the terms of the App Marketing Artwork License Agreement, you can download artwork including the App Store badge, App Store icon, and photography of the iPhone, iPad, and iPod touch for your marketing and advertising purposes.
© 2013 Apple Inc. All rights reserved. Apple, the Apple logo, iPad, iPhone, iPod, iPod touch, iTunes, the iTunes logo, Mac, 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. 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.