Numerous companies stylize their names or the names of products: adidas, eBay, iPhone...how should these be written (in APA style)?
The pair of adidas shoes lasted longer than the pair from Nike.
The pair of Adidas shoes lasted longer than the pair from Nike.
The Wikipedia Manual of Style is pretty explicit on the topic, but the APA is less clear. 4.16 says to capitalize proper nouns and trade names, but doesn't explicitly refer to stylized trademarks. My instinct says to capitalize them as unstylized proper nouns, but other manuals of style actually address the topic, even if it's a bit confusing on first read. For example, the Chicago Manual of Style (search for "business entities" in the page for the specific rules) says to follow camel case capitalization, but for all-caps or no-caps, to title case them (adidas becomes Adidas, LEXIS-NEXIS becomes Lexis-Nexis, DirecTV stays as such).