Does it bother anyone else that Apple refers to the iPhone with and without the article "the?" The video demos, Steve himself, TV commercials, and other Apple-produced copy are rife with both the iPhone-is-an-inanimate-object and iPhone-is-alive phrasings. Personally, I think it sounds rather ridiculous when I hear something like, "iPhone does this," or "iPhone responds to that," or "iPhone loves to fetch tennis balls."

Though they've been doing the same thing with the iPod for a couple of years now, it's been largely ignorable; however, the current and incessant referencing of the iPhone without the "the" — as if it is sentient — is impossible to get away from and is really starting to grate. It just doesn't ‘sound' right.