Marketing Resources and Identity Guidelines


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.

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Product Names

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.

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.

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 touch

Always 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.

iPhone XS, iPhone XS Max, and iPhone XR

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For headlines and copy, use an uppercase X, small cap S, and small cap R whenever technically possible and when you can ensure efficient and accurate implementation. For example: iPhone XS 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 X, S, and R. For example: iPhone XS Max.

To implement small caps on webpages, make sure your specified font supports OpenType and use the font-variant CSS property font-variant: small-caps;.

MacBook Air, MacBook Pro, and 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.

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.

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.

When referring to Apple Watch, include the series number, such as Apple Watch Series 6, depending on the features and functionality available in your app.

Apple TV

Apple TV is typeset as two words with an uppercase A followed by lowercase letters, and an uppercase TV. If your app is offered only for Apple TV, clarify that your app is exclusive to Apple TV and available only from the App Store on Apple TV.

App Store

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Always typeset App Store with an uppercase A and an uppercase S followed by lowercase letters.

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

Include only the article the before App Store and Mac App Store. Never include other descriptors; for example, don’t say iTunes App Store, Apple App Store, or iPhone App Store. Don’t add superlatives such as the best App Store. It is correct to say that an app is available on the App Store or can be downloaded from the App Store. Don’t use at the App Store. Don’t use the term downloadable.

Apple Apps and Services

When using the Apple names Apple Pay, Wallet, Messages, Siri, Phone, or Maps, always typeset with a capital letter. iMessage, the service within the Messages app, must be spelled with a lowercase i and an uppercase M followed by lowercase letters.

View Apple Pay guidelines View Apple Wallet guidelines

Other Platforms

Apple product names can appear in copy along with the names of other app platforms or 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 products.

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 in URLs only for web pages that feature apps developed specifically for the Apple product named. Never start a URL with an Apple trademark.

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