Apple is determined to impose its own rules on third party promotions, forbidding the use of the iPad, iPhone or iPhone gift cards in such campaigns, Apple Insider (opens in new tab) reports.
The current promotion guidelines were issued in April 2010, but not all companies comply with them and still offer iPads and iPhones as giveaways. It appears that companies are trying to take advantage of Apple’s brand value by offering free Apple products during promotions.
The Cupertino giant lets companies use its iPod in promotions under the condition that they buy at least 250 units. Also the MyriadSet font cannot be used "on or in connection with web sites, products, packaging, manuals, or promotional/advertising materials", according to the guidelines.
The same guidelines read: "The use of 'free' as a modifier in any Apple product reference in a prominent manner (headlines, call- outs, etc.) is prohibited." Moreover, Apple demands that "all marketing materials related to the promotion of Apple products" be sent to the company for review and approval.
The image of Apple’s products is very important, therefore the guidelines stipulate that "only the most current Apple products" can be featured in promotions and Apple products photos must be displayed entirely.
Apple’s plan to impel companies to rigorously apply the guidelines show that the iPhone manufacturer is determined to tighten control over its brand.