Apple Pay Marketing Guidelines
Find out how to let your customers know they can use Apple Pay, the fastest and most secure way to pay in apps and on the web.
Announcing Apple Pay Availability
Let customers know that Apple Pay is available in your app or on your website with messaging across all of your channels. Make sure to highlight the ease of use, security, and privacy that Apple Pay brings to customers. And with the canMakePayments API, relevant messaging within your app and website can be shown only to customers with devices that support Apple Pay.
Messaging within an App
Use messaging within your app to let customers know that they can purchase with Apple Pay. Include a reminder at checkout and keep messaging concise.
Recommended messaging:
Now Accepting Apple Pay
Apple Pay is the easiest and most secure way to pay in [app name].
Simply tap Buy with Apple Pay and complete your purchase without the need to add to a cart or fill out a form.
App Store Product Page
Update your App Store product page description, screenshots, and previews to let customers know that Apple Pay is available in your app. Make sure your content reflects the authentic purchase process.
Recommended messaging:
Quick and Secure Checkout with Apple Pay
Apple Pay is the easiest and most secure way to pay in [app name].
Send your customers an email within the first week of supporting Apple Pay. You can include a screenshot of your payment page with the Apple Pay button. Make sure that the screenshot reflects the authentic purchase process.
Recommended messaging for email:
Apple Pay is now available in [your website or app name].
Apple Pay is the easiest and most secure way to pay in [your website or app name]. Simply buy with Apple Pay and complete your purchase without the need to add to a cart or fill out a form.
Need to set up Apple Pay? Just open the Wallet app on your iPhone and tap “+” to get started.
Social
Announce the availability of Apple Pay on your social media. You can include a screenshot of your payment page with the Apple Pay button. Make sure that the screenshot reflects the authentic purchase process.
Recommended messaging for social channels:
Apple Pay is now available in [website or app name].
Apple Pay is the easiest and most secure way to pay in [your website or app name]. Simply tap Buy with Apple Pay and complete your purchase without the need to add to a cart or fill out a form.
Web Banner
Use banners on your website to let customers know that they can purchase with Apple Pay in Safari. Keep messaging concise.
Recommended messaging:
Now Accepting Apple Pay
Apple Pay is the easiest and most secure way to pay on [app name] in Safari.
Encouraging Use of Apple Pay
Apple Pay messaging should be consistent throughout the customer experience.
Marketing across all channels throughout the year helps customers understand the value of Apple Pay and drives a steady increase in Apple Pay usage. In addition, consider providing an exclusive incentive for Apple Pay purchases, such as a discount, free delivery, or gift, which you can also communicate in the promotional text of your App Store product page. Promotional text can be updated at any time and does not require an app submission.
In order to support an Apple Pay exclusive offer, you’ll need to do the following.
Using the Apple Pay Mark
Marketing Communications
Use the Apple Pay mark in marketing communications only when promoting Apple Pay in relation to your payment options. Do not use the mark in general product or company promotions. The main message of the communication must be related to Apple Pay.
Artwork
The Apple Pay mark is available only in white with an outline rule. Other color options are not available. Do not alter the artwork in any way or create your own version of the Apple Pay mark. Use only the artwork provided by Apple.
Clear Space
For marketing communications, the minimum clear space for the mark is one quarter the height of the mark. Do not place graphics or typography in the clear space area. Do not allow the Apple Pay mark to share its surrounding border with another button or graphic. Maintain clear space around the mark.
Background Color
A white or light background is preferred when displaying the Apple Pay mark. The mark can also appear on a marketing layout that features a dark background.
Marketing Communications Examples
Advertisement Promoting Apple Pay
Use the Apple Pay mark when the main message focuses on Apple Pay. The Apple Pay mark must be secondary in size and placement to the main message or app or company identity. The Apple Pay mark cannot overpower the layout.
When an Apple device is included, display your app on the device’s screen exactly as it appears when your app is running. Screens from the Apple Pay payment flow within your app can be shown. Follow the instructions in the Apple Product Images section.
Advertisement Promoting an App
Use the Download on the App Store badge when the main message focuses on app promotions.
For more information, see the Marketing Resources and Identity Guidelines.
Advertisement Using Badges Incorrectly
Do not combine the Download on the App Store badge and the Apple Pay mark in the same layout space. Select the asset provided by Apple that most closely supports the content of the communication.
Incentive within an App
Use the Apple Pay mark when the main message focuses on Apple Pay. When your app offers an Apple Pay incentive, detect if the user’s device has Apple Pay set up. If the device does not have Apple Pay set up, display the Set up Apple Pay button. If Apple Pay is set up on the device, provide a quick way for the user to select Apple Pay as their default payment method.
For more information on using the Apple Pay button in your apps, see the Human Interface Guidelines.
Home Page
On large layouts, such as the landing page of a website or a full-page print ad, the Apple Pay mark and the Download on the App Store badge can appear on the same layout when each is placed in a dedicated tile or other area with content that promotes either Apple Pay or an app. Do not place the Apple Pay mark and the Download on the App Store badge together in a tile. The Apple Pay mark and Download on the App Store badge can be placed only near content related to their use.
The Download on the App Store badge is used.
The Download on the App Store badge is used.
Dos and Don’ts
Do
- Use only the artwork provided by Apple.
- Use the Apple Pay mark when other payment identities are also displayed in a similar format.
- Use the mark in marketing communications when the main message of the communication promotes Apple Pay.
Don’t
- Do not create your own version of the Apple Pay mark.
- Do not alter the artwork in any way. Do not adjust the width or the aspect ratio of the artwork.
- Do not display a mark that is smaller than other payment identities in a similar format.
- Do not adjust the corner radius on the artwork.
- Do not translate the word Pay within the Apple Pay mark.
- Do not add messages to the mark.
- Do not add visual effects such as shadows, glows, or reflections to the mark.
- Do not flip, rotate, or animate the mark.
Editorial Guidelines
Messaging that describes Apple Pay can appear in communications promoting your capability to activate the Apple Pay feature in iOS, watchOS, or on your website.
Using the Name Apple Pay
When using the name Apple Pay in headlines or copy, always typeset Apple Pay as two words with an uppercase A and uppercase P followed by lowercase letters. Never use the Apple logo to represent the name Apple in text.
In U.S. communications, use the registered trademark symbol (®) the first time Apple Pay appears in body copy.
Typesetting Apple Trademarks
Apple trademarks must be typeset exactly as they appear on the Apple Trademark List. For example, Face ID is typeset as two words with an uppercase F followed by lowercase letters, and uppercase ID. Typeset iPhone with a lowercase i and an uppercase P followed by lowercase letters. The name iPhone should start with a lowercase i even when it is the first word in a sentence, paragraph, or title.
Typeset Apple trademarks in a manner that is consistent with your company’s identity. Match the font used in the rest of your communication. Do not imitate Apple typography.
Suggested Messaging
You can use the suggested messaging below to promote Apple Pay in promotions, or you can develop your own copy related to your offer. Always follow the guidelines for using the name Apple Pay described on this page.
- Make your payment easily and securely using your iPhone or iPad with Face ID or Touch ID.
- Apple Pay transforms payments within apps and websites with an easy, secure, and private way to check out.
Do Not Translate
Do not translate Apple Pay or any other Apple trademark. Always use Apple, Apple Pay, iPhone, Face ID, Touch ID, and other Apple trademarks in English, even when they appear within text in a language other than English.
Trademark Attribution
Do not add a trademark symbol to the Apple Pay UI assets provided by Apple. In apps, include Apple trademark attributions wherever legal information is displayed.
In marketing communications, distributed only in the United States, the appropriate symbol (™, ℠, or ®) must follow each Apple trademark the first time it is mentioned in marketing copy, for example:
Apple®
Apple Pay®
Apple Watch®
Face ID®
iPad®
iPhone®
Touch ID®
Refer to the Apple Trademark List at www.apple.com/legal/intellectual-property/trademark/appletmlist.html for the correct trademark symbol.