If an article, presentation, etc incorrectly all-caps the subject matter, like JAVA or SCALA, some may become skeptical of the content matter itself. sbt spelled all-caps, or whenever someone tries to backronym it to Scala Build System (what?), to me is a warning sign.
I think that's a bit different because there is a capital letter there, just not the first one, so it's visually a bit less weird, but if still go with IPhone at the start of a sentence.
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But in the entire Wikipedia article on iPhones, there's not a single sentence starting with "iPhone", which leads me to think that every sentence which would naturally have started with "IPhone" was reworded just to avoid this problem...
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Wikipedia seems to be ok with sbt and iTunes, but I don't want to attract attention of the editors.
End of conversation
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