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If you’ve ever pluralized Apple products – iPads, iPhones, etc – in an article, tweet, Facebook post, whatever, then you need to stop immediately. According to Apple’s senior vice president of worldwide marketing Phil Schiller, the correct way to write (or say, I suppose) about multiple is iPhones is not iPhones, as I just wrote, but iPhone devices. Even Apple’s own press release disobey Mr. Schiller’s rules, so I hope their press team has been promptly fired and forced to repent.

Of course, not only would that be a wild overreaction on Apple’s part, but also a pretty staggering misread of Schiller’s tweets, which have been trolling at its finest. He’s having a laugh at the expense of all the news outlets that took him seriously and frankly I’m surprised that so few are even entertaining the thought that he was joking. In their defense, stranger things have happened, and it wouldn’t be the first time a company got weirdly specific about how they wanted their brand name used.

That being said, maybe I’m the one who’s wrong, and Schiller is as serious as a heart attack. If that’s the case, I’ll send in my resignation post-haste, but I’m still going to call them iPhones.

 

 

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