
Last week, on April 28th, Apple marketing chief Phil Schiller started a kerfuffle when he wrote on Twitter that Apple devices should not be pluralized. Apparently Apple CEO Tim Cook might need a refresher on how to describe Apple devices.

Mr. Schiller's position is understandable because trademarks are adjectives that modify a generic noun, and he was trying to ensure that Apple's marks are used properly.
Proper education concerning how to use a trademark is easy and extremely important. Some rules to follow are:
1. Trademark are adjectives -- not nouns or verbs.
2. Do not use a trademark as a plural or in a possessive form.
3. Use the mark only on or in connection with the identified goods or services in the Registration Certificate.
4. Use a trademark notice at least once per document in a prominent fashion. Use ™if your mark is not registered, and ® if your mark is registered.
5. Don't vary the registered mark.
6. Monitor the usage of your mark.
7. Trademark rights are territorial. Only use ® in countries you have registered your mark.
- Henry Park
updated March 1, 2017
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