These guidelines are provided to help Mac Developer Program members correctly promote their affiliation with the Mac App Store in all marketing communications. The guidelines include information on using the Mac App Store badge and Apple product images, as well as app marketing best practices.
The Mac App Store badge and Apple-provided product images should be used on all your marketing materials.
- Use accurate terminology when referring to 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.
- TV campaigns
Email marketing materials for Apple review to firstname.lastname@example.org
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
- Mac App name
- Apple App ID or Mac 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.
Mac Developer Program members only
The Mac App Store badge and the Apple product images shown in these guidelines are for use only by Mac Developer Program members who have agreed to the Mac App Store Marketing Artwork License Agreement. Always use artwork provided by Apple without modification. Apple reserves the right to withdraw permission to use the Mac 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 Mac App Store badge whenever you promote your app offered on the Mac 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 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 Mac 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 Mac App Store always appears in English. Never translate Mac App Store. Do not create your own translation or localized badge.
Available in Azərbaycan dili, Bahasa Indonesia, Bahasa Melayu, Čeština, Dansk, Deutsch, Eesti Keel, English, Español, 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 Mac App Store badge must be legible on all marketing communications in which you promote your app offered on the Mac App Store. For all online communications, you must provide a link to your app on the Mac App Store wherever the badge is used.
To obtain the URL for your app on the Mac App Store, go to your product page in the Mac App Store. Click on the pull down menu below your app icon and choose Copy Link. Embed the URL in the Mac App Store badge.
Print and Video
Use only one Mac 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 Mac App Store badge appears with badges representing other platforms, place the Mac 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. Use the .svg format badge artwork provided for optimum legibility on Retina displays. Minimum clear space is equal to one-tenth the height of the badge.
The Mac 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 Mac 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 Mac App Store badge artwork provided by Apple.
- Do not modify, angle, animate, rotate, or tilt the Mac App Store badge.
- Do not use the Apple logo alone.
- Do not use icons, logos, or graphics from www.apple.com or the Mac App Store to promote your app.
- Do not refer to OS X in your communications. Instead refer to Mac or other correct product names your app natively supports.
- Do not use the Mac App Store badge as part of a compatibility message.
To display your app on Apple products, use the product images provided. The screen on the Apple product is blank so that you can display your app in the screen area.
The 27-inch iMac image is provided in both full-screen and desktop display options.
The 15-inch MacBook Pro with Retina display image is provided in both full-screen and desktop display options.
The 13-inch MacBook Air image is provided in both full-screen and desktop display options.
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.
For an Apple product image in the full-screen option, open the file in Adobe Photoshop. Double-click the icon in the “Replace Contents to Update Screen” layer (a Smart Object layer). A new working window opens. Place the artwork for your app screen in the blank window of the “Your Fullscreen Application” nested layer. Save it and close the window. The gray neutral screen image updates automatically with your artwork.
For the desktop display option, you will see several nested Smart Object layers under the “Screen–Enter” layer. Follow the instructions above to place your app screen image in the “Replace Contents to Update Screen” nested layer. Then you’ll need to complete two additional steps: customizing the menu bar titles to match your app’s menu bar and adding your Dock icon.
The “Titlebar Text” nested type layer provides an editable menu bar. Using the Type tool, select the existing menu titles and replace or add titles (File, Edit, View, and so on) as they appear in your app. For each title, use an initial uppercase letter followed by lowercase letters. Do not change the font. Proofread your titles carefully for errors before publishing the image.
Next, place your Dock icon by opening the “Your Dock Icon” nested layer. Place and size the artwork for your app’s Dock icon to fit the blank circular field in the “Replace Contents” nested layer. Save and close the nested windows. The Dock updates automatically to include your Dock icon.
When the desktop display option is used, the menu bar must match the menu bar for your app, and your Dock icon must appear in the Dock.
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 print, you must place a screen image in the file that is of sufficiently high resolution for printed materials (at least 2x screen resolution).
2.2 Image use
The Apple product images of the iMac, MacBook Pro and MacBook Air can be used only to promote your app available on the Mac App Store. Feature only products for which your app is currently developed.
You can display your app screen using one of the two options shown below. The full-screen option can be used only if your app displays full screen on the selected Apple product.
Full-screen display option
You can display your app full screen on an Apple product image only if your app displays full screen on that product.
Desktop display option
You can display your app’s screen on the Apple product’s desktop.
Use Apple product images at a size that is clearly legible at the image resolution provided. Maintain correct relative product sizes wherever multiple products are shown. If you require high-resolution product images for large-scale promotions such as outdoor advertising, send an 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 any of the Apple product images smaller than 20mm in height for printed materials and 150px onscreen.
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 dock icons that you do not own. Secure the display rights to any trademarks or copyrighted material that you display on the content screen. Feature your app and focus on its functionality, not on Apple product functions.
2.5 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.
2.6 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.
2.7 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 computers are illustrated, do not include details that are unique to Apple products, such as the shape of the iMac.
2.8 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. Maintain the correct relative product sizes whenever multiple products are shown.
If you are an iOS developer and qualify to use iPhone, iPad or iPod touch images from Apple, you can display images of those Apple devices along with a Mac product image.
2.9 Product images within the Mac 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 Mac App Store.
2.10 Die-cut promotions
Do not die-cut a printed promotion in the shape of an Apple product image.
2.11 Apple.com and Mac App Store images
Do not use headlines, copy, icons, graphics, or images captured from Apple’s website at www.apple.com, iTunes, or the Mac App Store in your communications, including your app’s product listing in the Mac App Store.
2.12 Product image buttons
Do not create buttons or icons with a product image.
2.13 Food industry promotions
Do not use Apple product images or the Mac App Store badge on any disposable packaging or food industry promotions. Use the product name in text only.
2.14 On vehicle promotions
Do not use Apple product images or the Mac App Store badge on the outside of any vehicle, including on a bumper sticker or magnet. Use the product name in text only. The badge or product image can appear on a promotion placed inside a vehicle.
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. 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 Mac App Store badge
Use the Mac 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.
In video, use straightforward transitions such as fade or dissolve. Do not use Mac gestures such as trackpad swipes to perform scene transitions in a video.
3.5 Shortened sequences
If app usage video sequences are shortened, display a “sequences shortened” disclaimer.
3.6 Other devices
Do not show an Apple product along with a competitive product from another manufacturer.
3.7 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.
At the end of the video, display the correct credit lines only for Apple trademarks actually used in your video. Maintain clear space requirements when credit lines follow the badge.
3.8 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.
3.9 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.
3.10 Blank screens
Do not display a blank screen on an Apple product.
Do not use the native sounds of the Mac as audio elements of your communications. Use only the sounds that your app makes naturally when running.
Referring to Apple products and the Mac 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 MacBook Air, MacBook Pro, or iMac (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 MacBook Air and MacBook Pro” or “app name for iMac,” or use a phrase such as “works with” or “compatible with.” Do not say “MacBook Air app name” or “iMac 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 MacBook Air and MacBook Pro.”
4.2 Spelling and language
Always use the correct Apple product names with the correct capitalization: MacBook Air, MacBook Pro, and iMac. Do not use variations such as MacBook or Air.
When using the name MacBook Air, MacBook Pro, or iMac, always typeset MacBook Air, MacBook Pro, or iMac. Mac is always set with an uppercase M followed by lowercase letters; MacBook is one word with an uppercase M and B; and iMac always begins with a lowercase i followed by an uppercase M followed by lowercase letters. iMac begins with a lowercase i even when it is the first word in a sentence.
Always use the Apple product names MacBook Air, MacBook Pro, and iMac in singular form. Never say MacBook Airs, MacBook Pros, or iMacs.
Do not translate MacBook Air, MacBook Pro, or iMac, 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 Mac App Store in headlines or copy, always typeset Mac App Store with an uppercase M, A and S followed by lowercase letters. Always set Mac App Store in English, even when it appears within text in a language other than English.
Include only the article the before Mac App Store. Never include other descriptors; for example, do not say Apple Mac App Store. Do not use at the Mac App Store. Always use on the Mac App Store or from the Mac App Store. It is correct to say that an app is available on the Mac App Store. It is also correct to say that an app can be downloaded from the Mac App Store. Do not use the term downloadable.
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 Mac App Store-related text.
4.3 Compatibility message
If you promote your app for both iOS and OS X platforms, list the correct iOS product names, and use Mac to include Mac computers on the list. Do not refer to Apple operating systems. Use the correct Apple product names.
4.4 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.
4.5 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/imac or www.company.com/imac
Not acceptable: www.imacapp.com or www.imacweatherapp.com
4.6 Contests and sweepstakes
Apple does not approve the use of Mac computers as awards in contests and sweepstakes, or as prizes and giveaways. Mac 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.
4.7 Legal notifications
For information on the use of appropriate credit lines and trademark symbols, see Legal Requirements.
5.1 Icon Use
Use the Mac App Store icon only when displaying a lineup of media icons with a similar shape and size. Do not use the Mac App Store icon instead of the Download on the Mac App Store badge in marketing communications, even when layout space is limited.
For online communications, embed the link to your app product page or publisher page in the Mac App Store icon.
6.1 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 Mac App Store badge is used, credit both Apple and the Apple logo.
For example, when you use the Mac App Store badge and mention MacBook Air, MacBook Pro and iMac in copy: Apple, the Apple logo, MacBook Air, MacBook Pro, and iMac are trademarks of Apple Inc., registered in the U.S. and other countries. Mac App Store is a service mark of Apple Inc.
- When you use the Mac App Store badge, display a MacBook Pro product image, and mention MacBook Air in copy: Apple, the Apple logo, MacBook Air and MacBook Pro are trademarks of Apple Inc., registered in the U.S. and other countries. Mac App Store is a service mark of Apple Inc.
- When you use only the Mac App Store badge: Apple and the Apple logo are trademarks of Apple Inc., registered in the U.S. and other countries. Mac 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.
6.2 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: Mac App Store℠, Mac®, MacBook Pro®, MacBook Air®, iMac®
- Do not add a symbol to the Mac 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.
6.3 Association with Apple
Your app screen images, Mac 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 Mac App Store, Mac products, 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.
6.5 Downloading artwork
Subject to your agreement with the terms of the Mac App Store Marketing Artwork License Agreement, you can download artwork including the Mac App Store badge, Mac App Store icon, and photography of Mac computers for your marketing and advertising purposes.
© 2014 Apple Inc. All rights reserved. Apple, the Apple logo, iPad, iPhone, iPod, iPod touch, iTunes, the iTunes logo, Mac, iMac, MacBook, MacBook Pro, MacBook Air, and OS X are trademarks of Apple Inc., registered in the U.S. and other countries. Retina is a trademark of Apple Inc. Mac App Store and iBookstore are service marks 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.