Apple Pay Marketing Guidelines

Find out how to let your customers know they can use Apple Pay, a fast and secure way to pay in apps and on the web.

Download the Apple Pay mark

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. Highlight the ease of use, security, and privacy that Apple Pay brings to making payments. 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 an easy and 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.

iPhone showing recommended messaging within an app

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:

Check out is quick and secure with Apple Pay.
Apple Pay is an easy and secure way to pay in [app name].

iPhone showing recommended messaging for the App Store product page

Email

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:

Apple Pay is now available in [your website or app name].
Apple Pay is an easy and 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.

Need to set up Apple Pay? Just open the Wallet app on your iPhone and tap “+” to get started.

iPhone showing recommended messaging for an email

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:

Apple Pay is now available in [website or app name].
Apple Pay is an easy and 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.

iPhone showing recommended messaging for social media

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 an easy and secure way to pay on [app name] in Safari.

iPhone showing recommended messaging for a website

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 doesn’t require an app submission.

In order to support an Apple Pay exclusive offer, you’ll need to do the following.

iPhone showing an example of an exclusive offer
Provide an offer that only applies to Apple Pay purchases.
iPhone showing an example of offer messaging within the app
Include messaging about the offer in your app or on your website.
iPhone showing an example of a promo as a line item in the paysheet
Reflect the offer as a line item in the paysheet.

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. Don’t 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 aren’t available. Don’t alter the artwork in any way or create your own version of the Apple Pay mark. Use only the artwork provided by Apple.

An example of the Apple Pay mark correctly adjacent to other brand marks

Clear space

For marketing communications, the minimum clear space for the mark is one quarter the height of the mark. Don’t place graphics or typography in the clear space area. Don’t allow the Apple Pay mark to share its surrounding border with another button or graphic. Maintain clear space around the mark.

Apple Pay mark with clear space measurments illustrated

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.

Apple Pay mark against both light and dark backgrounds

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 shouldn’t 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.

An example ad promoting Apple Pay

Advertisement promoting an App

Use the Download on the App Store badge when the main message focuses on app promotions.

For more information, review the Marketing Resources and Identity Guidelines .

An example ad promoting an app

Advertisement using badges incorrectly

Don’t 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.

An example ad using the Apple Pay mark and Download on the App Store badge incorrectly

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, review the Human Interface Guidelines .

An example of incentive messaging within an app

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. Don’t 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.

This tile promotes Apple Pay. The Apple Pay mark is used.
This tile promotes an app.
The Download on the App Store badge is used.
This tile promotes Apple Pay. The Apple Pay mark is used.
This tile promotes an app.
The Download on the App Store badge is used.

Order tracking

Let Apple Pay customers know they can now easily view the detailed receipt and tracking information for their orders directly in Apple Wallet.

Recommended messaging:
When you purchase with Apple Pay, you can easily access detailed receipt and tracking information directly in Wallet on your iPhone. It‘s order tracking made simple.

View order tracking design guidelines

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

  • Don’t create your own version of the Apple Pay mark.
  • Don’t alter the artwork in any way.
  • Don’t adjust the width or the aspect ratio of the artwork.
  • Don’t display a mark that’s smaller than other payment identities in a similar format.
  • Don’t adjust the corner radius on the artwork.
  • Don’t translate the word Pay within the Apple Pay mark.
  • Don’t add messages to the mark.
  • Don’t add visual effects such as shadows, glows, or reflections to the mark.
  • Don’t flip, rotate, or animate the mark.
Incorrect examples of the Apple Pay mark

Editorial guidelines

Messaging that describes Apple Pay can appear in communications promoting your capability to activate the Apple Pay feature in iOS, iPadOS, 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.

Correct messaging: Purchase with Apple Pay by simply using Face ID on your iPhone X. Correct messaging: Purchase with Apple Pay by simply using Face ID on your iPhone X.
Incorrect messaging using Apple symbol : Purchase with Pay by simply using Face ID on iPhone X. Incorrect messaging using Apple symbol : Purchase with Pay by simply using Face ID on iPhone X. Incorrect messaging misspells ApplePay with no space: Purchase with ApplePay by simply using Face ID on your iPhone X. Incorrect messaging misspells ApplePay with no space: Purchase with ApplePay by simply using Face ID on your iPhone X. Incorrect messaging displays APPLE PAY with all capital letters: Purchase with APPLE PAY by simply using Face ID on your iPhone X. Incorrect messaging displays APPLE PAY with all capital letters: Purchase with APPLE PAY by simply using Face ID on your iPhone X.

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’s the first word in a sentence, paragraph, or title.

Typeset Apple trademarks in a manner that’s consistent with your company’s identity. Match the font used in the rest of your communication. Don’t 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 described on this page for using the name Apple Pay.

  • 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.

Don’t translate

Don’t translate Apple Pay or any other Apple trademark. Always display 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

Don’t 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’s mentioned in marketing copy.

For example:

Apple ®

Apple Pay ®

Apple Watch ®

Face ID ®

iPad ®

iPhone ®

Touch ID ®

Refer to the Apple Trademark List for the correct trademark symbol.

Additional resources