Apple App Store Marketing Guidelines 2017

Thousands of developers around the world have helped make the App Store a success. We believe that powerful marketing communications will help bring continued success for your apps.

Overview and Requirements

These guidelines are provided to help Apple Developer Program members correctly promote their affiliation with the App Store in all marketing communications. The guidelines include information on using the App Store badge and Apple product images, as well as app marketing best practices.

Basics

The Download on the App Store badge and Apple-provided product images should be used on all marketing materials that promote your app.

  • Use accurate terminology when referencing Apple products.
  • 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.
  • For Apple Watch: Run marketing campaigns only in countries where Apple Watch is available for sale.

Apple Approval Required

Marketing materials created in the following formats must be submitted to and approved by Apple before publication or broadcast.

For iOS devices and Apple TV:

TV campaigns

For Apple Watch:

  • High visibility in any format
  • TV, print, and display advertising
  • Social media

Submission Requirements

For iOS devices and Apple TV:

Submit TV campaign plans and creative for Apple review to [email protected].

Provide a brief description of the campaign timeline and include the following information with your submission:

  • Contact details and phone number
  • Publisher name
  • App name
  • Apple App ID or App Store URL
  • Campaign spend or media value
  • Impressions expected
  • List of countries where the campaign will run

For Apple Watch:

Submit marketing materials for Apple review to [email protected]. Include all social media campaign plans and creative (limited to Facebook, Twitter, Instagram, Sina Weibo, Line, and WeChat). Provide a brief description of the campaign timeline.

Include the following information with your materials:

  • Contact details with phone number
  • Publisher name
  • App name
  • Apple App ID or App Store URL
  • Marketing channels
  • Campaign spend or media value
  • Impressions expected
  • List of countries where the campaign will run

Submission Instructions

  • 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: PDF, JPG, or other standard graphic formats; QuickTime for video.
  • Ensure that all copy and graphic images are of sufficient quality for review.

App Store Promotion Inquiries

To submit your app for promotional consideration on the App Store, please email [email protected].

Apple Developer Program Membership Required

The Download on the App Store badge and the Apple product images shown in these guidelines are for use only by Apple Developer Program members who have agreed to the App Marketing Artwork License Agreement. Always use artwork provided by Apple without modification. Apple reserves the right to withdraw permission to use the 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.

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