Apple has updated its guidelines for marketing App Store apps. There are some real gems concerning Apple Watch:
- Always use the name Apple Watch in singular form. Do not use plural form. Do not make Apple Watch possessive. Never say Apple Watches or Apple Watch's. Modifiers such as model, device, or collection can be plural or possessive.
- Do not use the article the before Apple Watch.
- When referring to Apple Watch collections, use the terms Apple Watch collection, Apple Watch Sport collection, and Apple Watch Edition collection. After the first mention of a collection in copy, subsequent references can say simply Sport collection or Edition collection.
- Custom photography and video of Apple Watch are not permitted.
Apple Watch is awkward to talk about, much less write about. Apple's removal of articles before their product names isn't anything new, but the whole collection business is a new world of hurt.