Apple is running another one of their two-part animated ads today on the New York Times website. It consists of a banner ad space running across the top of the page, synchronized with a skyscraper ad running down the right side. Our now-familiar friends “Mac” (Justin Long) and “PC” (John Hodgman) are discussing a quotation displayed in the banner space across the top.
“I’m just correcting this typo from the Wall Street Journal,” PC says as he climbs a stepladder. “Man, they do NOT proofread these things…Come on, that’s an embarrassing blunder.”

She Who Consumes Cupertino Kool-Aid Through An Intravenous Drip shouts, “Tell me about it! How did those stinkin’ tick marks get in there?”
Let me explain (before I hyperventilate). Many, many moons ago, I used to do freelance work for an ad agency that produced the materials Apple distributed to its own sales force during the year-end holiday sales campaigns. I can still remember art directors running around at 2am saying, “@$9*&@#$! Who left in the tick marks? Fix it, people, fix it NOW.”
There’s a clear distinction in typography between quotation marks, which curl inward at the bottoms and usually come to some form of circle or square at the top, and tick marks, which are simply vertical lines that narrow slightly from top to bottom. Double tick marks are used to denote things like inches of length, seconds of time, and double prime in mathematics. But they are not now, nor will they ever be, American quotation marks.
People have come to rely on software to convert their keystrokes from a standard keyboard into true quotation marks and apostrophes. Software designed for word processing or text-based activities generally defaults to some form of “smart quotes” or “curly quotes” so that people need not expend any effort to produce true punctuation. (In fact, WordPress will not permit me to conditionally override its quotation conversion hash, so Abe Lincoln’s height in English Standard looks like this: 6′4″.) But visually-based graphics and multimedia programs still require quotation marks and apostrophes to be entered by hand.
It used to be the case that Art Directors held the line against Tick Mark Creep in a sea of Illustrator, Photoshop, and Flash files. Clearly, this is no longer the case. I feel old now. And cranky, very cranky.
So, as a public service to all you young’ns, here is a quick and dirty keyboard combination guide for true apostrophes and quotation marks on a Macintosh keyboard (because we’re fairly confident that you’re not whipping up those Mac ads on a Windows box):
True right quotation mark ( ” ): Shift + Option + [
True left quotation mark ( “ ): Option + [
True apostrophe ( ’ ): Shift + Option + ]
True reverse apostrophe ( ‘ ): Option + ]
As for you, Apple Inc., I am very, very disappointed. Bad Apple, bad!
P.S. Would-be design professionals: If you can’t detect the difference between tick marks and true punctuation, I suggest you return to your soi-disant design schools and ask for a tuition refund. Clients, if designers hand you tick marks, please reciprocate by handing them their heads. On a plate. Side garnish of curly parsley optional.
– Update, 8pm Eastern –
It appears that some kind soul has attempted to ameliorate this issue.

Permit me, in my dotage, to repeat a rather ancient joke:
Q: What’s worse than biting into an apple and seeing something wriggly?
A: Biting into an apple and seeing half of something wriggly.
(Thank you, Mr. Hodgman, for your concern! I, too, worry for the hobos, to whom these obscure runes may represent a secret signal, redolent of fresh squid, the Jackson-Vanik Amendment, and Maureen Dowd. How very disappointed they will be.)
– Update, midnight Eastern –
For a while, they reverted back to all tick marks, but before the day was out, they got it: true quotation marks from end to end. I failed to get a screen grab of the final product before they took the entire ad down, but take heart — if the previous two-paned Apple pitch was any indication, you’ll be seeing this ad again soon at a website near you.