A lot of apps are very visual these days but we still do have to write things. I'm not even starting to talk about how awful the spelling mistakes are in news apps.
I started using this clever little Instagram grid helper and was actually really surprised to see a typo on the one page that contains instructions. How on earth?!?! The trouble is, it reflects badly on the brand and sows a seed of doubt about the quality. It's easily avoided.
(Last time I checked it was following, not 'follwoing'…)
One of my friends works for a large corporate and I like this footer – 'this email has been typed on a phone and may contain errors'. I like that somehow – it's expressing the frustrating downfalls of predictable text, Siri and other clever tech that's almost but not quite there yet.
As a brand manager, typos are details that should not be overlooked – we may all be accustomed to the quirks of instant messaging and high speed Comms but in my mind it's this attention to detail that will differentiate a brand in terms of quality and expertise.