Apple is usually very strong on consistent branding, but seems to have made a rare slip with the new iPhone.

One example of the company's attention to detail comes from the time Apple subsidiary Claris (now Filemaker) originally set up shop in Australia. I remember being told by one of the first employees (possibly the first) that a can of printing ink was sent from the US to ensure that business cards and other stationery carried exactly the right shade of blue.

But there's been an unusual lapse when it comes to the iPhone 3G S - or is that the iPhone 3GS?

Some of Apple's iPhone collateral refers to the 3G S, and other examples squish it up as 3GS.

Steve Jobs' personal attention to detail is the stuff of legend. If this is the only thing he has to complain about on his return from a medical leave of absence, other Apple executives and managers will probably heave a communal sigh of relief.

But perhaps there has been a Jobs-driven change of mind. There are reports that the Apple CEO has returned to work, and there is some indication that "3GS" started appearing after he was seen at the Cupertino campus.