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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