The idea to take with you
Treat the guide as a source for both words and visuals, then use the right guidance for each placement.
Find the rule behind the asset
Apple’s September 2024 Marketing Guide is organized as a practical reference. It introduces the product, explains the marketing approach, provides channel templates, covers copy, then moves through images, videos, design guidance, resources, and trademarks. That structure matters because the requirement for a lifecycle email is not the same as the requirement for a category page or a social tile.
The guide’s template section covers display banners, in-app banners, social tiles, lifecycle email, website banners, and product pages. It also includes SEO and push notification examples. Start with the placement you are building, then read the copy and visual notes that apply to it.
- Naming and terminology: page 6.
- Copy guidance and approved message blocks: pages 20–26.
- Images, video, and cropping guidance: pages 27–34.
- Design guidance and trademarks: pages 35–40.
Keep product language precise
Use the product name exactly as shown: “Tap to Pay on iPhone.” Apple’s reference says product names appear in English and singular form and should not be made possessive. The short disclaimer is “Terms apply.” The full disclaimer includes requirements such as a supported payment app and the latest iOS, plus limitations and regional availability. Use the version appropriate to the placement and campaign instructions.
The guide also supplies approved copy blocks for common messages, including accepting contactless payments with a supported payment app and using the iPhone’s built-in security and privacy features. Starting from those blocks keeps the message anchored while you adapt length and context.
Treat visuals as part of compliance
The reference includes product images, screen editing guidance, generic card art, and short and long form product animations. Its design section covers how to feature physical cards and Apple Pay card art, including details that must remain visible and elements that should not appear. Category page guidance calls for the Apple-provided website banner, a hero visual and value proposition, and a dedicated product page link.
Komplier turns this reference into templates and checks, but the guide remains the source document. Use the PDF and the Assistant’s page references when a question needs the underlying wording, and route final campaign decisions through your organization’s review process.
Keep the source close.
Use Apple’s marketing guide alongside these articles when reviewing your campaign.
Read Apple’s full marketing guideYour next step
Put what you’ve learned into practice.
Build your campaign, check your assets and keep the guidance close at hand.