Using Apple Trademarks Apple trademarks A trademark can be a name, a logo, or even a slogan—any word, symbol, or device used to identify a company’s products or services and distinguish them from those of other companies. Because trademarks are essential in building strong brands, they are extremely valuable assets. It is important that you use Apple trademarks carefully to prevent customer confusion about ownership and responsibility and to protect the valuable investment Apple has made in its trademarks. Apple requirements Apple channel signatures as described in these guidelines cannot be used in any manner that falsely suggests an association with Apple or is likely to reduce, diminish, or damage the goodwill, value, or reputation associated with the Apple Store or Apple itself. Using Apple trademarks When using Apple trademarks in headlines or text, always spell and capitalize them as shown on the Apple Trademark List at www.apple.com/legal/intellectual-property/ trademark/appletmlist.html. For example, when using the name iPhone, iPad, or iPod, always typeset iPhone, iPad, or iPod with a lowercase i and an uppercase P followed by lowercase letters. For iPod touch, always set touch with a lowercase t. The name iPhone, iPad, or iPod should start with a lowercase i even when it is the first word in a sentence, paragraph, or title. Never set Mac in all capital letters. Use an uppercase M followed by lowercase letters. Do not translate Apple trademarks Do not translate any Apple trademarks in headlines, body copy, or spoken communications. Do not translate portions of the trademark, such as pad within iPad. Always use Apple trademarks in English, even when they appear within text or spoken communications in a language other than English. Do not render a trademark phonetically; do not transliterate a trademark, such as using katakana in Japanese. Using the name Apple Never translate the name Apple. Typeset Apple in English even when it appears in headlines, text, or spoken communications in a language other than English. The legal company name, Apple Inc., is reserved for legal documents; in customer communications, simply use the name Apple. Apple Identity Guidelines for Channel Affiliates and Apple-Certified Individuals August 2016 61