Marketing guidelines for developers

Apple has created a comprehensive Tap to Pay on iPhone Marketing Guide and Toolkit to support you when marketing the availability of Tap to Pay on iPhone to your merchants, partners, and customers.

When marketing Tap to Pay on iPhone in your channels, you should only leverage the Apple-approved marketing assets and templates provided in the Tap to Pay on iPhone Marketing Toolkit.

These templates offer light customization options, allowing you to insert brand colors, custom fonts, custom card art, and your logo into the assets.

The Apple-approved assets and templates include:

  • Display banners
  • In-app banners
  • Social media tiles
  • Lifecycle emails
  • Website banners
  • Dedicated product pages
  • Product animations

In addition to the Marketing Guide and Toolkit, you’ll also have access to the Tap to Pay on iPhone Merchant Incentive Guide.

Example of a marketing template available in the toolkit

Marketing requirements

Please follow the guidance below as you plan your marketing for Tap to Pay on iPhone:

Do

  • Read through the Tap to Pay on iPhone Marketing Guide before you start.
  • Leverage the Apple-approved marketing assets from the Tap to Pay on iPhone Marketing Toolkit.
  • Only use imagery based on your region.
  • Make sure that Tap to Pay on iPhone is in full general availability in your app when you launch your marketing.
  • Use the Tap to Pay on iPhone Marketing Guide and Apple-approved assets for all ongoing marketing after your launch.
  • Leverage the Apple-developed Merchant Education API for your in-app merchant education requirements.
  • Read the Tap to Pay on iPhone Merchant Incentive Guide prior to planning and launching any merchant incentives.
  • Submit all PR announcements that mention Tap to Pay on iPhone, including press releases, blog posts, or communications related to investor relations, to Apple for review and approval before publishing. Your payment service provider (PSP) can help guide you through the review and approval processes. Reviews can take several weeks, so please manage accordingly.

Don’t

  • Don’t develop customized videos, illustrations, or photography, or use stock imagery to illustrate Tap to Pay on iPhone in any of your channels or in your app.
  • Don’t create illustrations or icons that depict iPhone or Tap to Pay on iPhone.
  • Don’t shorten the capability to Tap to Pay or include Apple in the name — always refer to Tap to Pay on iPhone in your marketing.

How to access the toolkit

To access the Tap to Pay on iPhone Marketing Guide and Toolkit, you’ll need to:

Once your team has been assigned an entitlement, the Account Holder of your Apple Developer Program membership will receive an email with a link and instructions on how to download the relevant toolkit for your region.

Make sure to provide your marketing team with the Tap to Pay on iPhone Marketing Toolkit that you downloaded.

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