Image credit – 9to5Mac


Apple’s naming of the 2017 iPhone X was rather apt given that it was the iPhone’s 10th anniversary. However it also created a marketing conundrum in which it left many, Apple included, wondering how they would brand future iPhones forwards. After all calling it the iPhone 11 or XI doesn’t quite have the same ring to it.

Some of the rumors have suggested that it will see the return of the “S” branding, and that has since been “confirmed” by several publications. In two separate reports from 9to5Mac and BGR (via MacRumors), Apple will indeed be calling the new OLED iPhones the iPhone Xs (or XS, it is unclear about the capitalization of the “S” at this point in time), with the larger 6.5-inch iPhone being branded as the iPhone Xs Max.

This seems to confirm an earlier report which suggested that Apple could be dropping the “Plus” branding from its smartphones, although the “Max” name suggests that maybe 6.5-inches is as big as Apple is willing to go as far as iPhone screen sizes are concerned. Then again we’re not sure if going bigger than that for smartphones is really that great of an idea anyway.

In any case we should find out soon enough as Apple will be officially announcing the new iPhones on the 12th of September, so do check back with us then for more updates.

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