An Australian inventor has created a special character to replace the word "the" in the English language, similar to how the ampersand can replace "and."
Paul Mathis has suggested we use the letter "Ћ" to replace English's most commonly used word.
He is now asking Apple to promote his app, which features the letter in its iTunes show.
"The word 'and' is only the fifth-most used word in English and it has its own symbol - the ampersand. Isn't it time we accorded the same respect to 'the?'" he asked.
Mathis owns more than 20 restaurants and hotels in Australia, and invested $38,000 in his app.
While Mathis remains optimistic about "Ћ," Apple has rejected promoting it.
He believes that using a character for "the" will help people type faster and also allow people to type more words on Twitter. He believes he will eventually break through to Apple and "Ћ" will take over the language.
"The," "be," "to," "of," and "and" are the top five most used words in English.