Apple's Beats brand in April unveiled the Powerbeats Pro, a redesigned wire-free version of its popular fitness-oriented Powerbeats earbuds.
Apple Marketing Chief Phil Schiller: 'One Need Never Pluralize Apple Product Names'
Schiller's instructions came after a discussion on pluralizing "iPad Pro" between Andreessen Horowitz partner Benedict Evans and iMore analyst Michael Gartenberg. Evans referred to more than one iPad Pro as "iPads Pro," while Gartenberg said "iPad Pros."
Schiller clarified that neither approach was correct. The proper way to refer to more than one iPad Pro is to call them "iPad Pro devices."
As Business Insider points out, Apple sometimes breaks its own naming rules. In press releases, the company has made mention of "iPhones" in the plural form.