The “On Language” column in the magazine of the New York Times is among the world’s truly transcendent experiences. Fussy, concerned, and talky, it never hesitates to let you know how its author really feels bout minor issues of language and typography that scarcely manage to raise an eyebrow in the general population.
Last week’s target? Apple and its love of the so-called “Camel Case,” a typographical habit in which upper-case letters are sCaTtereD in the miDDle of otherwise unsuspecting words. Yes, the iPhone is named as chief perpetrator:
Though proper nouns conventionally begin with a capital letter, Apple spells the device’s trademark with an initial lowercase i, followed by an uppercase P. Thus styled, the word has a hump in the middle. I could print it here to show you, but I refuse to allow my prose to be so disfigured.
What’s great about this column is that Apple loyalists such as myself are every bit as likely to be offended by the rendering “Iphone” as the NYT’s Caleb Crain would be by “iPhone.” What we have is a Classic Camel Case Conundrum. Personally, I’m strongly in favor of rendering a trademark as its holder writes it, particularly when doing so has the potential for comedy (here I’m thinking of “Aol”). But the truth of it is that I’m typographically incorrect, as the author is factually fudging. Our language has been corrupted by Apple’s success.
What else is new?
Pete Mortensen is a design strategist for consulting firm Jump Associates and the co-author of Wired to Care: How Companies Prosper When They Create Widespread Empathy, a book and blog that are significantly more interesting than you might initially think. Pete’s particular Apple avocations are both around design–interface and industrial. Follow him on Twitter!
