< Go Back

App Store Guide: Boost Your App’s Success

The success of your apps relies heavily on powerful marketing strategies. Effectively promoting your app's availability on the App Store through various marketing communications can significantly contribute to its success. In this article, we will explore the key elements of App Store marketing, including App Store badges, Apple product images, photography and video guidelines, messaging and writing style, and legal requirements. By following these identity guidelines, you can effectively promote your app and reach a broader audience.

App Store Badges: Grab Attention and Drive Downloads

It is recommended to use the same App Store badge in both layouts and videos. In turn, the badge should be placed in a subordinate position to the image so that the badge is not the main element in the design. The App Store badge should not be altered or angled, and certainly not animated.

To indicate that your app is available for pre-order in the App Store, use the pre-order badge. Accordingly, as soon as the app is available for download, the badge will need to be changed everywhere. For more details, please refer to the section “Offering Your Apps for Pre-Order”.

It is noteworthy that the logo and media from www.apple.com cannot be used. Similarly with the separate Apple logo, instead of which it is better to use the word Apple.

App Store badges should be included in all of your app's marketing materials. There are 40 badges localizations to choose from, as well as App Store versions for iPhone and iPad, Mac App Store, and Apple TV. Follow the link to download the badges: https://developer.apple.com/app-store/marketing/guidelines/

Preferred and Alternative Badges

A preferred black badge with a gray border is used in all marketing materials to promote your product. This App Store badge is the first in the row of badges.

The white alternative badge is more versatile and can be used when the preferred black badge is not suitable. Alternate badge is also suitable when there is only one badge in the layout and complements the colors of the layout.

Localized Badges

There are illustrations of badges with the modifiers Download on the and Pre-order on the, translated into different languages, while the App Store icon should always remain in English.

Graphic Standarts

  • Minimum clear space - 1/4 of badge height (free of graphic elements)
  • Minimum badge height - 10 mm for printed materials and 40px for interactive ones. When choosing the size, you should mainly pay attention to readability (especially on mobile devices) and positioning in the layout.
  • Minimum free space for limited space layout is 1/10 of the badge height.

Apple Product Images: Showcase Your App on Apple Devices

When showcasing Apple product images, it's important to feature them authentically and without modification. Avoid adding reflections, shadows, highlights, or graphic elements that appear to enter or come out of the product screen. Additionally, refrain from cropping, tilting, or obstructing any part of the images. It's crucial to use Apple product images "as is" to maintain their accuracy and integrity.

Graphic Standards: Size, Scale, and Color

Minimum device size is at least 25mm in height for print (or 200px). Maintain the correct relative product scale when displaying multiple products.

Unauthorized Uses: Respect Apple's Guidelines

Apple has outlined specific guidelines to ensure the proper use of their products in marketing materials. Some prohibited uses include rendering Apple products in 3D or creating simulations, using illustrations that depict Apple products (except for instructional purposes), and using die-cut promotions in the shape of an Apple product. Additionally, avoid using Apple products or App Store badges on food industry packaging or promotions, vehicle decals, and graphics/logotypes to represent an Apple product.

Screen Content: Showcase Your App Experience

When presenting your app in marketing materials, focus on the experience of using your app rather than Apple product functions. Display your app on the screen exactly as it appears when in use. This applies to apps that work within Messages, Siri, Phone, or Maps. For apps that support widgets, you may showcase this functionality as long as no third-party content is shown on the Home Screen. Always use screens created with the latest operating system version and avoid displaying blank screens on Apple devices or Apple TV.

Ensure that you have the necessary rights to all materials used in your app's screen content. If your app works within Apple apps, secure the rights and approvals for any third-party content, such as store names or locations, that appear in your app's screen content.

Status Bar: Display Network and Battery Icons

The status bar on iPhone, iPad, and iPod touch should show a full network icon or product designator, a full Wi-Fi icon, and a full battery icon. If your app is optimized for 5G networks, you can display the 5G icon in the status bar from a compatible device. Be sure to select the appropriate localized layer for the region where your marketing communications will appear.

Push Notifications: Showcase Single Notifications

When showcasing push notifications in your advertising, display a single push notification on the lock screen of an Apple device. Avoid including multiple push notifications from your app or other apps. If the user taps the push notification, it should open the app directly. Do not show the Home Screen of the Apple device in your marketing materials.

Home Screen: Highlight Widgets and Customization

If your app supports widgets, you may showcase your app's widget on the Home Screen, ensuring there is no third-party content depicted in your communications. However, if your app doesn't support widgets, avoid displaying an iPhone, iPad, iPod touch, Apple Watch, or Apple TV Home Screen. For product images of iMac, MacBook Pro, and MacBook Air in the desktop display option, remember to add your icon to the Dock and customize the menu bar titles to match your app's menu bar.

Custom Photography and Video: Bring Your App to Life

Using custom photography and video can add life to your marketing materials and help users visualize your app's experience. By showcasing people interacting with Apple products and featuring your app realistically, you can create engaging marketing content.

Product Use: Authenticity and Accurate Representation

When capturing custom photography and video of Apple products, authenticity and accurate representation are key. Avoid using extreme angles or altering the products in any way. Ensure that the product's color, shape, size, and form are depicted accurately. When displaying the back of a device, do so authentically to illustrate natural use, but refrain from featuring the Apple logo for promotional purposes. The logo should not be obscured or covered.

Video Presentation: Focus on App Experience

In your app videos, start by showing an establishing shot of the entire Apple device, followed by focusing on your app. Present the movement in a clear and straightforward manner, using simple transitions such as fade or dissolve. Avoid using Apple user interaction gestures like Multi-Touch or trackpad swipes for scene transitions. Your app sequence should begin with the app already open, and if the sequence is shortened, display a disclaimer indicating that it has been shortened. While you can use the sounds that your app naturally makes as audio elements, avoid using the native sounds of the Apple device. Focus on showcasing the app experience running on the latest operating system and avoid displaying blank screens.

Approved Devices and Trademark Attribution

When featuring multiple Apple products, ensure that you display them in the correct relative sizes. Use only the devices and colors provided by Apple, and avoid adding cases or covers to the products. Additionally, refrain from displaying Apple products alongside competing products from other manufacturers. For Apple TV communications, avoid showing the television manufacturer's name.

When using Apple trademarks in your marketing materials, it's crucial to include Apple credit lines wherever legal information is provided. At the end of your videos, display the correct credit lines for Apple trademarks used. These credit lines are essential for maintaining compliance with Apple's legal requirements. Ensure that the credit lines follow the App Store badge and maintain the required clear space.

Messaging and Writing Style: Craft Compelling Copy

Crafting compelling copy is crucial for effectively promoting your app. Your headlines and copy should focus on your app rather than Apple product features. Use clear and simple messaging to highlight the unique value your app offers. Always include a call to action that encourages users to download your app.

Product Names: Use Apple Product Names Correctly

When referring to Apple product names, it's important to use them correctly and capitalize them according to Apple's guidelines. Use product names such as Apple Watch, iPhone, iPad, iPod touch, or Apple TV to indicate that your app is compatible with these products. For example, you can say "App Name for iPhone" or "App Name for iPad." Avoid referring to your app as an "iPhone app name" or similar variations. List all the Apple products that your app runs on, ensuring you only include compatible devices.

When mentioning your company name, lead with the company name followed by the app name and end with the appropriate Apple product names. For example, you can say "Company Name App Name for iPhone, iPad, and iPod touch."

Spelling and Language: Follow Apple's Guidelines

Always use the correct Apple product names and capitalization as specified in Apple's Trademark List. Use Apple product names in their singular form and capitalize them accordingly. Modifiers like "model," "device," or "collection" can be plural or possessive. Avoid using all-uppercase letters for Apple product names.

For iPhone, iPad, and iPod touch, always use a lowercase "i" followed by an uppercase "P" and lowercase letters. Even when starting a sentence or title, these names should start with a lowercase "i." Avoid using variations like "iTouch" or lowercase "i" followed by all uppercase letters. When referring to specific iPhone models like iPhone XS, iPhone XS Max, and iPhone XR, follow Apple's guidelines for capitalization. Use an uppercase "X," small cap "S," and small cap "R" whenever technically possible. If technical limitations prevent the use of small caps, use uppercase "X," "S," and "R" instead.

For MacBook Air, MacBook Pro, and iMac, adhere to the proper capitalization guidelines provided by Apple. "Mac" is always set with an uppercase "M" followed by lowercase letters, while "MacBook" is one word with an uppercase "M" and "B." "iMac" starts with a lowercase "i" followed by an uppercase "M" and lowercase letters.

When referring to Apple Watch, use two words with an uppercase "A" and "W" followed by lowercase letters. Don't break "Apple Watch" over two lines, and avoid using the article "the" before "Apple Watch." When promoting your app in relation to Apple Watch, include the series number, such as "Apple Watch Series 6," if applicable.

For Apple TV, use two words with an uppercase "A" followed by lowercase letters for "Apple" and uppercase "TV." If your app is exclusive to Apple TV, clarify this in your marketing materials.

Apple Apps and Services: Proper Naming and Capitalization

When mentioning Apple apps and services like Apple Pay, Wallet, Messages, Siri, Phone, or Maps, always capitalize the first letters. Use the correct capitalization as specified by Apple. For example, use "Apple Pay" and "Wallet" when referring to these services. When mentioning iMessage, use a lowercase "i" followed by an uppercase "M" and lowercase letters.

Other Platforms: Use Apple Names First

When mentioning other app platforms or devices alongside Apple products, always list the Apple products first. While you can include the names of other products in promotional copy, avoid displaying Apple product images alongside images of other products.

URL Address Naming: Follow Apple's Guidelines

When including Apple trademark names in your URL address, ensure they follow your company and/or product name. You can use Apple trademarks in URLs only for web pages that feature apps developed specifically for the named Apple product. Avoid starting a URL with an Apple trademark.


By following these App Store marketing guidelines and identity principles, you can effectively promote your app's availability on the App Store. Utilize App Store badges, showcase your app on Apple devices using product images, and create compelling custom photography and video. Craft clear and simple messaging that focuses on your app's unique value and always include a call to action. Remember to use Apple product names correctly, capitalize them as specified, and follow Apple's guidelines for spelling and language. By adhering to these guidelines, you can boost your app's success and reach a broader audience on the App Store.

Information taken from the official Apple article: "Marketing Resources and Identity Guidelines"

We are happy to talk with you!

Connect with us via social messenger, chat or other legal method!

Last Posts

Let’s connect✌️

You can fill form or write directly to


    We will contact you soon as possible !