营销资源和识别标志指南

我们相信,强有力的市场营销能够帮助您的 app 取得持续的成功。您可以在所有营销传播材料中使用 App Store 徽章、Apple 产品图像并遵循以下识别标志指南,从而有效地提升您的 app 在 App Store 上的销售情况。

自定照片和视频

允许使用 Apple 产品的自定照片和视频。以真实的方式展示用户与 Apple 产品的互动情形,并按照用户的实际体验如实地展现您的 app。

产品使用

首选产品的正面拍摄镜头。不要使用极端的角度,或者以任何方式改变 Apple 产品。产品的颜色、形状、大小和外观必须准确。不要采用“暂停怀疑”的做法,以异想天开或非现实的方式展示 Apple 产品或您的 app。

在演示使用设备的情况时,请仅以真实的方式展示设备的背面。不要突出 Apple 标志来利用 Apple 品牌的宣传价值。亦不要模糊或覆盖标志。

视频中,在展示完整 Apple 设备的定场镜头后,您可以通过平移和缩放来将焦点聚集于您的 app 上。请以简单清晰的方式来展现相关移动。请使用淡入淡出或渐隐渐现等简单的过渡效果。不要使用多点触控或触控板轻扫等 Apple 用户互动手势来进行场景过渡。

以打开您的 app 作为 app 序列的开始。如果 app 序列被缩短,请显示“序列已被缩短”声明。您可以使用 app 自然发出的声音来作为视频的音频元素,但不要使用 Apple 设备的原生音效。

屏幕内容

着重介绍 app 的使用体验,而非 Apple 产品功能。对于在“信息”、Siri、“电话”或“地图”内运行的 app,请完全按照 app 运行时的实际画面来展示您的 app 在 Apple UI 中的情况。务必使用最新的操作系统版本来创建屏幕画面。不要显示 Apple 产品的空白屏幕,或者在展示 Apple TV 时显示空白的电视机画面。

您应负责确保有权使用 app 内屏幕内容中所用的所有材料,并应显示虚构的帐户信息,而非真实个人的数据。对于在 Apple app 内运行的 app 的屏幕内容,您应负责确保获得批准并有权使用商店名称或位置等第三方内容。

状态栏

iPhone、iPad 和 iPod touch 的状态栏应显示完整网络图标或产品标识符、满格 Wi-Fi 图标和满电量电池图标。不要展示运营商的名称或识别标志。如果您的 app 全屏运行,则可以将您的 app 屏幕图像延伸至覆盖状态栏。

主屏幕

不要在宣传材料中展示 iPhone、iPad、iPod touch、Apple Watch 或 Apple TV 主屏幕。

商标确权

在提供法律信息的所有场合中,都应附上 Apple 所有权声明。在视频的末尾,请按照下方“法律要求”中所述,正确显示视频中所用 Apple 商标的所有权声明。如果所有权声明跟在徽章后,请确保满足空白空间要求。

宣传内容和行文风格

在宣传您的 app 时,标题和正文应重点介绍您的 app,而非 Apple 产品功能。使用清晰简单的宣传内容。务必加入号召性用语,指引用户下载您的 app。

使用 app 所支持的正确产品名称,避免在您的营销宣传材料中提及 iOS、macOS、tvOS 或 watchOS。不要将 Apple 设备统称为“智能手机”或“平板电脑”。请使用产品名称。

产品名称

在指称性短语中使用 Apple 产品名称 (如 Apple Watch、iPhone、iPad、iPod touch 或 Apple TV) 来指明您的 app 与这些产品兼容。例如,可以写成“适用于 iPhone 的 [app 名称]”或“适用于 iPad 的 [app 名称]”,或者使用“支持”或“兼容”等词语。不要写成“iPhone [app 名称]”。

列出可以运行您 app 的所有 Apple 产品。不要列出不兼容您 app 的 Apple 产品。

如果要加上您的公司名称,请以公司名称开头,后面接上 app 名称,最后以相应的 Apple 产品名称结尾。例如,以下书写方式是正确的:[公司名称] [App 名称] iPhone、 iPad 或 iPod touch 版

拼写和语言

始终按照“Apple 商标列表 (英文)”中所示,使用正确的 Apple 产品名称和正确的大小写形式。应始终使用 Apple 产品名称的单数形式。model (机型)、device (设备) 或 collection (系列) 等修饰语在英语文本中可以使用复数或所有格形式。切勿将 Apple 产品名称排印为全大写母形式。

iPhone、iPad 和 iPod touch

iPhoneiPadiPod touch 始终应排印为小写 i 和大写 P,后面跟小写字母。touch 始终应排印为小写 t。即使 iPhoneiPadiPod touch 等名称出现在句首、段落开头或标题中,开头的 i 也应始终小写。不要使用 touchiTouch 等变体。切勿使用小写 i 后跟全大写字母。

iPhone XS、iPhone XS Max 和 iPhone XR
在技术上可实现,并能保证效率和准确性时,请在标题和副本中使用大写 X、小型大写的 S 和 小型大写的 R。例如:iPhone XS Max。当您无法保证小型大写字母能被准确应用时,或受技术所限无法应用小型大写字母时,请使用大写的 X、S 和 R。例如:iPhone XS Max。

在网页上应用小型大写字母,请确保您指定的字体支持 OpenType 并使用 font-variant CSS 属性 font-variant: small-caps;

MacBook Air、MacBook Pro 和 iMac

Mac 始终排印为大写 M,后跟小写字母;MacBook 是一个词,其中 MB 大写;iMac 始终以小写 i 开头,加上大写 M,后面跟小写字母。即使位于句首,iMac 也应以小写 i 开头。

Apple Watch

Apple Watch 始终排印为两个词,其中 AW 大写,后面跟小写字母。不要将 Apple Watch 分拆到两行中。不要在 Apple Watch 前加上冠词 the。Apple Watch app 可从 App Store 中获取,或可以从 App Store 下载。如果您的宣传侧重于与 Apple Watch 相关的 app 功能和优势,可以写成 适用于 Apple Watch 的 [app 名称]

在宣传您的 app 时,标题和正文应重点介绍您的 app,而非 Apple Watch 功能。不要在您的营销材料中将 watchtime 等词用作双关语或动词。

在提及 Apple Watch 时,请使用术语 Apple Watch Series 1Apple Watch Series 3,具体取决于您的 app 可提供的特性和功能。

Apple TV

Apple TV 排印为两个词,以大写 A 开头,后跟小写字母,再加大写的 TV。如果您的 app 仅面向 Apple TV 提供,请阐明您的 app 为 Apple TV 专用,并且仅可从 Apple TV 上的 App Store 获取。

App Store

App Store 始终排印为大写 A 和大写 S,后面跟小写字母。

除非您需要更为具体地说明,否则请仅提及 App Store;如果需要具体说明,您可以使用适用于 iPhone 的 App Store适用于 iPad 的 App StoreMac App Store适用于 Apple TV 的 App Store适用于 Apple Watch 的 App Store适用于 iMessage 信息的 App Store。若要提及所有版本,请采用以下顺序:适用于 iPhone、iPad、Mac、Apple Watch、Apple TV 和 iMessage 信息的 App Store。不要使用 Apple Watch App Store适用于 watchOS 的 App Store 等短语。

请仅在 App Store 和 Mac App Store 前加上冠词 the。切勿包含其他描述词;例如,不要写成 iTunes App StoreApple App StoreiPhone App Store。不要添加最高级,例如 the best (最好的) App Store。您可以写某个 app “在 App Store 上提供”或“可从 App Store 下载”;但不要使用 at the App Store (位于 App Store);亦不要使用 downloadable (能被下载) 一词。

App 名称和服务

在使用 Apple PayWallet (钱包)、Messages (信息)、SiriPhone (电话) 或 Maps (地图) 等 Apple 名称时,务必排印为以大写字母开头。iMessage 信息是“信息”app 中的服务,必须拼写为小写 i 开头,加上大写 M,后面跟小写字母。

查看 Apple Pay 指南 (英文)
查看 Apple 钱包指南 (英文)

其他平台

在正文中,Apple 产品名称可以和其他 app 平台或设备的名称一起出现。Apple 产品名称应列在前面。虽然宣传正文中可以包含其他产品的名称,但切勿将 Apple 产品图像与其他产品图像并排展示。

URL 地址命名

您的 URL 地址中可以包含 Apple 商标名称,但前提是这个商标只能跟在您的公司和/或产品名称后。只有当网页介绍的是专为指定 Apple 产品开发的 app 时,网页的 URL 中才可使用 Apple 商标。URL 绝不能以 Apple 商标开头。

可以接受:www.company.com/app/iphonewww.company.com/ipad
不可接受:www.iphoneapp.comwww.ipadweatherapp.com

PLEASE READ THE FOLLOWING APP STORE MARKETING ARTWORK LICENSE AGREEMENT (“MARKETING AGREEMENT”) CAREFULLY BEFORE DOWNLOADING OR USING THE APPLE ARTWORK (AS DEFINED BELOW). THESE TERMS AND CONDITIONS CONSTITUTE A LEGAL AGREEMENT BETWEEN YOU AND APPLE.

BY CHECKING THE APPROPRIATE BOX IN THE APP STORE MARKETING GUIDELINES, YOU REPRESENT THAT YOU ARE AN AUTHORIZED REPRESENTATIVE FOR YOUR DEVELOPER ACCOUNT AND THAT YOU HAVE READ AND AGREE TO THE TERMS OF THIS MARKETING AGREEMENT.

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 https://developer.apple.com/app-store/marketing/guidelines/, which may be amended from time to time and also with Apple’s Guidelines for Using Apple Trademarks and Copyrights, found at https://www.apple.com/legal/intellectual-property/guidelinesfor3rdparties.html, 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.

7. THE ARTWORK IS PROVIDED TO YOU ON AN “AS IS” BASIS AND YOU ARE SOLELY RESPONSIBLE FOR YOUR USE OF THE ARTWORK. APPLE DISCLAIMS ALL WARRANTIES REGARDING THE ARTWORK, INCLUDING WARRANTIES OF NON-INFRINGEMENT. APPLE SHALL NOT BE LIABLE FOR ANY DIRECT, INDIRECT, INCIDENTAL, SPECIAL, CONSEQUENTIAL OR PUNITIVE DAMAGES ARISING FROM OR RELATED TO YOUR USE OF THE ARTWORK, OR TERMINATION OF THIS MARKETING AGREEMENT.

8. To the extent permitted by applicable law, You agree to indemnify and hold harmless, and upon Apple’s request, defend, Apple, its directors, officers, employees, independent contractors and agents (each an "Apple Indemnified Party") from any and all claims, losses, liabilities, damages, taxes, expenses and costs, including without limitation, attorneys’ fees and court costs, incurred by an Apple Indemnified Party and arising from or related to Your use of the Artwork in any manner except as expressly permitted by this Marketing Agreement, or for any personal injury, product liability or other claim arising from the production, promotion, distribution, sale and/or offer for sale, and/or the performance of the Applications.

9. This Marketing Agreement is valid and coterminous with the Program Agreement, unless otherwise terminated per the provisions below.

10. This Marketing Agreement shall terminate automatically upon Your breach of any of the terms of this Marketing Agreement. Apple may terminate this Marketing Agreement at will upon 10 days’ written notice. If Apple terminates this Marketing Agreement, You may, except in the event that the Artwork is subject of a claim of infringement, deplete existing inventory for a period of 30 days following the notice of termination, provided such inventory is in compliance with the terms of this Marketing Agreement.

11. Any litigation or other dispute resolution between You and Apple arising out of or relating to this Marketing Agreement will take place in the Northern District of California, and You and Apple hereby consent to the personal jurisdiction of and exclusive venue in the state and federal courts within that District with respect any such litigation or dispute resolution. This Marketing Agreement will be governed by and construed in accordance with the laws of the United States and the State of California, except that body of California law concerning conflicts of law.

Notwithstanding the foregoing, if You are an agency, instrumentality or department of the federal government of the United States, then this Marketing Agreement shall be governed in accordance with the laws of the United States of America, and in the absence of applicable federal law, the laws of the State of California will apply. Further, and notwithstanding anything to the contrary in this Marketing Agreement (including but not limited to Section 8), all claims, demands, complaints and disputes will be subject to the Contract Disputes Act (41 U.S.C. §§601-613), the Tucker Act (28 U.S.C. § 1346(a) and § 1491), or the Federal Tort Claims Act (28 U.S.C. §§ 1346(b), 2401-2402, 2671-2672, 2674-2680), as applicable, or other applicable governing authority.

If You (as an entity entering into this Marketing Agreement) are a U.S. public and accredited educational institution, then (a) this Marketing Agreement will be governed and construed in accordance with the laws of the state (within the U.S.) in which Your educational institution is domiciled, except that body of state law concerning conflicts of law; and (b) any litigation or other dispute resolution between You and Apple arising out of or relating to this Marketing Agreement will take place in federal court within the Northern District of California, and You and Apple hereby consent to the personal jurisdiction of and exclusive venue of such District unless such consent is expressly prohibited by the laws of the state in which Your educational institution is domiciled.

This Marketing Agreement shall not be governed by the United Nations Convention on Contracts for the International Sale of Goods, the application of which is expressly excluded. If a court of competent jurisdiction finds any clause of this Marketing Agreement to be unenforceable for any reason, that clause of this Marketing Agreement shall be enforced to the maximum extent permissible so as to effect the intent of the parties, and the remainder of this Marketing Agreement shall continue in full force and effect.

12. You shall promptly notify Apple in writing of any change in Your physical or electronic address via the App Store Connect tool and/or the Apple Developer website.

13. The terms of this Marketing Agreement are the entire and final understanding between You and Apple concerning the Artwork.

EA0861

08/15/17

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