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Working toward a singular society

Tuesday, 3 May, 2016

“The iPad Pro is more than the next generation of iPads.” That was written by a blogger, who does not work with or for Apple. Now, here is the sentence as written by Apple: “iPad Pro is more than the next generation of iPad”. The blurb appears on the Apple iPad Pro webpage, and what’s noticeable is the lack of the definite article at the beginning of the sentence and the use of the singular at the end. In a world beset with enormous problems, this is not a critical issue but it was important enough for Philip Schiller, [the] senior vice president of global marketing at Apple, to engage in a debate on Twitter that resulted in the issuing of the following rule: “It would be proper to say ‘I have three macintosh’ or ‘I have three Macintosh computers.'”

According to the “Schiller Rule,” talking about “iPads” is grammatically incorrect. The correct style is “iPad devices.” As the man said, “One need never pluralize Apple product names.” Thinking of using “the” in relation to Apple products? Don’t. Delivering Apple’s results last week, CEO Tim Cook said the company was seeing very high customer satisfaction “for iPhone 6s and 6s Plus.”


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