Reseller Store Identity Apple trademarks and trade dress include the terms and fixtures developed by Apple for use in the Apple Store and Apple-branded programs. This intellectual property, owned by Apple, contributes to the proprietary look and feel of the Apple retail identity. As an Apple channel affiliate, you are responsible for delivering your own high-quality retail experience that complements the Apple products you sell. Building your own identity that cannot be confused with Apple will strengthen your business by helping your customers associate their in-store experience with your unique business offer. Do not imitate the proprietary look and feel of an Apple Store or Apple-branded programs. It must be clear to customers that your store is an independent channel affiliate. Follow the guidelines in this section to learn how to develop store exteriors and interiors, along with naming practices, that cannot be confused with Apple’s proprietary retail identity. Apple Identity Guidelines for Channel Affiliates and Apple-Certified Individuals August 2016 35