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Apple Marketing Chief Phil Schiller: 'One Need Never Pluralize Apple Product Names'

JAQ said:
And grammatically ridiculous.

Language is used how people use it, not how IP lawyers wish them to.
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Third parties without any formal relationship with a trademark holder can say anything they want and it will not dilute a trademark.

However, corporate communication of the trademark holder can compromise a trademark. Like it or not, but overly common use of a trademark compromises the IP due to an issue called "familiarity." This is where all that grammar and prose you studied in school starts to have real world value in law interpretation.

I have seen the exact placement of commas and quotes in legislation affect a court ruling. One recent example was the Heller vs. DC where the exact grammar, prose and historic use of words of the Second Amendment were sited to invalidate the DC Gun Ban.
 
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What's funny is my company went through the same thing a few years ago but people, including our own employees, will just pluralize the brand name so it seems futile to try and correct that behavior.
 
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This highlights the fact that these guys have been taught to repeat certain things they forget to practice. Apple University training them to say and do things to match the way of Steve Jobs but then when it comes down to execution... sloppy and forgetful.
 
In other vaguely interesting Apple news: Timothy Richard Cook farts and it wasnt as good as Steve Jobs!
 
Nunyabinez said:
Macrumors: A place where you can count on people proudly displaying their ignorance and spouting their opinions whether they know anything about what they are talking about or not.

First, this wasn't Phil giving a grammar lesson or asking anyone to do anything. Two of his friends were having a discussion about the right way to pluralize Apple products and Phil in passing simply said, you don't HAVE TO pluralize if you don't want. I wonder how people would feel about it if your tweets were scrutinized to this degree and used to determine if you were doing your job.

Secondly, he wasn't making statements at all about pluralization in general, just that PRODUCT NAMES are different than other parts of speech. Steve Jobs was always careful to not pluralize "iPhone" in keynotes and people here act like he's a demigod while Phil doing the same thing makes him an idiot.

Third, since Phil said you don't have to pluralize names, he is not being hypocritical when he does so, because he never said you shouldn't. Sometimes I am embarrassed to be a MR poster.
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In fairness to the readers, MacRumors originally butchered his quote such that it (incorrectly) appeared that he had instructed users not to pluralize the terms. It would be nice if MR would own up to this, pull the story, and issue a retraction. Phil would readily agree that users can pluralize the names of Apple's products.
 
Hey Phil, is it innovation or innovations....don't worry, I don't expect you to know the meaning anymore ......
 
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This is a problem of the post Steve era. There should only be ONE iphone (insert number) and ONE iPad (insert number). No pros, no airs, no minis... just one size fits all. That use to be Apples thing and Jobs made sure of it by constantly cutting the fat. As soon as he died it was like they all just went "Let's go right back to the 1990-1995 era everyone!"

I mean, think about it... we have like what... 6 different iPads on the market right now (something in that area anyway)? It's ridiculous.
 
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