They can write their name any way they want, but people writing text that includes the name is under no obligation to follow that. I've noticed that that in En

They can write their name any way they want, but people writing text that includes the name is under no obligation to follow that. I've noticed that that in English speaking media it's common to comply with companies wishes for weird ways of writing names, while in Sweden for example, media usually writes Iphone, as that is the correct way to write a name in Swedish (which also capitalises names)