Using the standard 'Download in the iOS app store' button compared to a custom button

8 years ago from , Product Design

Anyone have any metrics on using the presupplied app store download asset compared to something custom?


I see both used everywhere, just wanted to see what people are leaning more towards these days.


  • Roy StanfieldRoy Stanfield, 8 years ago (edited 8 years ago )

    Generally I think it's smart for store badges to look like a store badge. My thinking is that users don't read but, instead, recognize the look of the badge. But, I've always modified the standard badge slightly because it needed to sit next to a similar Google Play badge. They are slightly different sizes.

    Also, I usually remove the "Download on the" and "Get it on" text, as it is painful to handle translations (hard to image swap to correct language in an email).

    However, recently I'm working for a slightly larger brand that is regularly featured on both the App Store and Google Play. After more than 2 years Apple has taken notice of the tweaks that I've made to their badge and asked us to replace it with their supplied asset. It's going to be a lot of work to replace it across all the locations and platforms, and I'm really not sure how to handle the email templates.

    Sorry, I don't have any metrics, but I hope this helps.

    1 point
  • Tony GinesTony Gines, 8 years ago

    I think the more publishers use the standard button, the more consumers will view it as a call to action. Kinda like how the save icon is a floppy disk but nobody uses floppies anymore.

    1 point
  • Charlie McCullochCharlie McCulloch, 8 years ago

    I've never thought that badge was a particularly good call to action, personally. It works pretty well as a sign of authenticity though. I usually lean towards a custom one first, because you can make it a stronger on-brand CTA, while still offering visual cues to the original.

    1 point
  • Jake FlemingJake Fleming, 8 years ago

    If you want to be considered for any sort of feature by Apple, you need to use theirs. Otherwise it doesn't matter a whole lot.

    0 points
    • Aaron ShekeyAaron Shekey, 8 years ago

      This isn't true. Hum http://justhum.com/ was featured for some time. We've always had a custom app store button.

      0 points
      • Marc EdwardsMarc Edwards, 8 years ago

        I agree with both of you. :)

        I’ve seen many apps with non-standard download buttons featured by Apple, but I’ve also been privy to some conversations that provided counter examples.

        Do ya feel lucky, punk?

        1 point
      • Jake FlemingJake Fleming, 8 years ago

        I just know from personal experience, when you're reaching out to Apple about being featured, they look very closely at all of your marketing material and tell you to obey their guidelines. But sure, there are apps that use custom buttons that are featured. It's just a best practice to be safe.

        0 points