The story begins in April 2016, when Phil Schiller, Apple’s senior vice president of marketing, gave a short lesson on English to his Twitter followers. He explained why it is impossible to form the plural from the name of “apple” products.
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The reason for the educational program was a discussion between analysts Benedict Evans and Michael Gatenberg. They both figured out how to properly pluralize the iPad Pro tablet. The options featured iPads Pro and iPad Pros. Phil Schiller intervened in the dispute, who explained to the ignorant that the names of “apple” devices do not have plurals.
In his mini-lesson, Schiller separately mentioned that the use of the sentence “I have three Macs” is incorrect. It would be correct to say, “I have three Macintosh computers.” And the same goes for the iPhone and iPad. For example, Mr. Evans has two iPad Pros. “
However, vigilant users found an example of a violation of these rules in a press release from Apple itself. In it, “illiterate” authors dared to form the plural from the word iPhone – iPhones.