Schiller schools internet on correct Apple device plurals, but Cook says 'iPad Pros'
A contentious debate is brewing in Cupertino. Apple marketing chief Phil Schiller on Friday took to Twitter to inform tech plebes that Apple devices should never be pluralized, a stance in diametric opposition to beliefs held by CEO Tim Cook.
Apple SVP Phil Schiller emerges from the sea in triumphant defeat of grammar kraken monsters (not krakens).
According to Schiller, multiple Apple products should be referred to without pluralization, for example the plural of "iPhone" is "iPhone" or "iPhone devices." It seems years of rampant misuse have taken their toll, finally and absolutely corroding the exec's resolve to maintain an amiable public persona.
"It would be proper to say 'I have 3 Macintosh' or 'I have 3 Macintosh computers,'" Schiller said, teetering on the edge of despair.
The definitive exposition came in response to a tweet by Andreessen Horowitz partner, analyst and longtime Apple terminology truther Benedict Evans, who earlier in the day referenced "iPads Pro." An honest, albeit fatal, mistake. Or was it?
During Apple's most recent quarterly earnings conference call, Cook is clearly heard borrowing taboo phraseology, notably "iPhones" and "iPad Pros." So did CFO Luca Maestri, but his statements had the stink of fear. After all, Maestri was staring down a steely-eyed, pluralizing madman just across the table (at the time Cook was wearing his necklace of Android earpieces, a macabre trophy of war).
Evans' tweet was brought to Schiller's attention by longtime industry analyst turned Apple marketing director turned analyst Michael Gartenberg. Whether Gartenberg's posture on singular/plural nouns played a role in his departure from the company earlier this year is unclear.
At Apple, there is obvious dissension among the ranks. How far the rift runs no one knows, but battle lines are being drawn in the silicate.
As of this writing, Schiller's most recent tweet reads, "It's all fun until someone gets hurt," a telltale allusion to what must be roiling internal conflict. A winking smiley face was added for ironic -- and utterly depressing -- effect.
Apple SVP Phil Schiller emerges from the sea in triumphant defeat of grammar kraken monsters (not krakens).
According to Schiller, multiple Apple products should be referred to without pluralization, for example the plural of "iPhone" is "iPhone" or "iPhone devices." It seems years of rampant misuse have taken their toll, finally and absolutely corroding the exec's resolve to maintain an amiable public persona.
"It would be proper to say 'I have 3 Macintosh' or 'I have 3 Macintosh computers,'" Schiller said, teetering on the edge of despair.
The definitive exposition came in response to a tweet by Andreessen Horowitz partner, analyst and longtime Apple terminology truther Benedict Evans, who earlier in the day referenced "iPads Pro." An honest, albeit fatal, mistake. Or was it?
During Apple's most recent quarterly earnings conference call, Cook is clearly heard borrowing taboo phraseology, notably "iPhones" and "iPad Pros." So did CFO Luca Maestri, but his statements had the stink of fear. After all, Maestri was staring down a steely-eyed, pluralizing madman just across the table (at the time Cook was wearing his necklace of Android earpieces, a macabre trophy of war).
Evans' tweet was brought to Schiller's attention by longtime industry analyst turned Apple marketing director turned analyst Michael Gartenberg. Whether Gartenberg's posture on singular/plural nouns played a role in his departure from the company earlier this year is unclear.
At Apple, there is obvious dissension among the ranks. How far the rift runs no one knows, but battle lines are being drawn in the silicate.
As of this writing, Schiller's most recent tweet reads, "It's all fun until someone gets hurt," a telltale allusion to what must be roiling internal conflict. A winking smiley face was added for ironic -- and utterly depressing -- effect.
Comments
By not reinforcing the proper trademark, popular use will damage the brand name.
https://en.wikipedia.org/wiki/Generic_trademark
Let's say that I am asking my friend how many iPads they own. Which of these am I going to choose?
(1) How many iPad do you own?
(2) How many iPad devices do you own?
(3) How many iPads do you own?
I am obviously choosing #3, as that makes most sense, it's most logical, and anybody opting for #1 or #2 is just somebody who obviously must have various issues, hopefully none too serious.
I am sorry, but saying "I have 3 Macintosh" just sounds semi-retarded, and I will have no part of it.
Do you remember when the NFL was using Surface tablets, but the commentators called them iPads? I think that's a good thing, and it reinforces how important the original is, as it has worked its way into the vocabulary.
Perhaps if Mr. Schiller spent more time & attention marketing Macintoshes, iPads, Apple Watches, iPhones, and a myriad of other Apple devices instead of lecturing us on how we should pluralize their names, Apple wouldn't have had their worst stock performance in over 3 years this last week. This is just a theory....
Funny though, when I type "ipads", on my iPad, it auto corrects to iPads, not iPad devices - perhaps some programmer just lost their job at Apple.
But he is right "It's all fun until someone gets hurt." Then it's hilarious!
Guess that's why I prefer Bowers & Wilkins headphones over Apple's Beat. They elegantly solved the plural issue single-handedly
LOVE it!!
Somebody needs to get hurt.
The plural is iPad Pros. The iPad Pro is the singular name of the device.
The only reason why attorney general is pluralised to attorneys general is because this phrase is a direct transliteration of the French. In English it means head attorney. General is the adjective.
Ive no idea why anybody thinks the plural of trader joe is traders joe.