A B S T R A C TThis article sketches the effects of 100 years of missionary presence on how people in the San Carlos Apache community regard language and the idea of a "language expert." Evangelical Christian practice demands an Apache language emptied of all indexical associations with non-Christian Apache cultural practices. The reservation is home to perhaps two dozen missions and churches, each of which takes a slightly different view of the role of Apache language and culture in religious practice. In an exploration of the translation practices of Phillip Goode, a San Carlos Apache interpreter, and of early Lutheran missionaries on the reservation, it is argued that Bible translation is a key factor in shifting ideas about language as a purely referential system on the reservation. This shifting language ideology has repercussions on how people in the community consider the prospects for language revitalization. (San Carlos Apache, missionaries, language ideology, translation.)