Here’s a post about something Apple has done recently that isn’t regarding pastel colors or flat design. Apple’s new “Designed by Apple in California” ad:

This is it.
This is what matters.
The experience of a product.
How it makes someone feel.
When you start by imagining
What that might be like,
You step back.
You think.

Who will this help?
Will it make life better?
Does this deserve to exist?
If you are busy making everything,
How can you perfect anything?

We don’t believe in coincidence.
Or dumb luck.
There are a thousand “no’s”
For every “yes”.
We spend a lot of time
On a few great things.
Until every idea we touch
Enhances each life it touches.

We’re engineers and artists.
Craftsmen and inventors.
We sign our work.
You may rarely look at it.
But you’ll always feel it.
This is our signature.
And it means everything.

Designed by Apple in California.

I cringed when I read that for the first time. Certainly not over the sentiment. Over the apostrophe. Did Apple commit the grammar sin of using an apostrophe for pluralization? No, and here’s why.

Apostrophes are used for omissions (e.g. “can’t”, short for “cannot”, or “Oakland A’s”, short for “Oakland Athletics”) and possession (e.g. “the dingo’s last meal”). Not, not, NOT for pluralization (e.g. “1900’s”, “DVD’s”, or “the Hribar’s”). So what’s going on with that “no’s”?

Turns out, if you have more than one “no”, you have “noes”. And that means the apostrophe isn’t an attempt at pluralizing “no”—it’s omitting the ‘e’ in “noes”.

So, technically, “no’s” is correct. I’m guessing someone at Apple decided “no’s” looked less awkward than “noes”.

While “no’s” still does look awkward and the line probably could’ve been rewritten to avoid the issue altogether, the apostrophe usage in the ad is technically correct.

And thus concludes your grammar lesson for the day.