Talking about the iPhone and why we’re still saying it wrong (according to Apple)

Apple’s legendary response to the issues with the iPhone 4 antenna was “you’re holding it wrong” (before it started to sell suitable bumper cases). As the iPhone X (iPhone Ten?) takes to the stage, it’s worth reminding yourself of Apple’s attempt to define everything about the iPhone. Here’s Phil Schiller after taking  to Twitter in 2016 to explain that we were saying it wrong as well:

Weighing in on a discussion of how to talk about two or more Apple devices, Phil Schiller said that it’s not a question that needs asking – because nobody should be referring to Apple devices in the plural anyway.

“One need never pluralise Apple product names,” he wrote on Twitter. “Ex[ample]: Mr Evans used two iPad Pro devices.”

…The strange rule joins other proscriptions from Apple, which also include the fact that the company tends never to use the word “the” in relation to its products. In Apple’s results this week, for instance, Tim Cook described how the company was seeing very high customer satisfaction rate “for iPhone 6s and 6s Plus”.

Just try those rules out on other functional objects you have. It’s perfect! And since that declaration we’ve all bowed to Apple’s will. Oh…

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