[seanstickle]

At least in my communications department, we follow a style guide — like Bloomberg's — and capitalize for our own purposes, rather than to further the marketing of another company.

E.g., "iPad, iPod, iTunes. Follow the company style for capitalization in text: iPad, iPod, iTunes. In headlines, capitalize because the words are nouns: IPad, IPod, ITunes."

Winkler, Matthew (2011-10-14). The Bloomberg Way: A Guide for Reporters and Editors (p. 304). Wiley. Kindle Edition.

And: "When a name begins with a lowercase letter, capitalize the first letter in all references: EBay, not eBay; EasyJet, not easyJet."

Winkler, Matthew (2011-10-14). The Bloomberg Way: A Guide for Reporters and Editors (p. 271). Wiley. Kindle Edition.

[integraton]

As far as I can tell, The Bloomberg Way is the only major guide that encourages that, and Bloomberg's own editorial standards are inconsistent such that they only use it half of the time: https://www.google.com/search?q=site:bloomberg.com+iphone

[riobard]

A quick search on www.bloomberg.com shows inconsistent application of the style guide. iPhone is universally styled as "iPhone", while both EBay/eBay and iTunes/ITunes appeared in headlines.