Earlier quoted context omitted.
Yes, proper nouns are capitalized. And of course it's much worse for a company's published works to not respect branding-- a trademark only exists if it is actively defended. Official marketing material by a company has been used as legal evidence that their trademark has been genericized: >In one example, the Otis Elevator Company's trademark of the word "escalator" was cancelled following a petition from Toledo-bas…
Using a trademark as a noun is automatically genericizing. Capitalization of a noun is irrelevant to trademark. Even Apple corporation says that in their trademark guidance page, despite constantly breaking their own rule, when they call through iPhone phones "iPhone". But Apple, like founder Steve Jobs, believes the rules don't apply to them. https://www.apple.com/legal/intellectual-property/trademark/...
I always thought the actual problem of genericization would be calling any smartphone an iPhone.