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It's cluttering the devices. Each device should be distinctly known. 10 S, 10 S Max, iPhone 10 R, iPhone 10, iPhone 8+, iPhone 8, iPhone SE, iPhone 7+, iPhone 7, iPhone 6S+, iPhone 6S?

Notice how perplexing it gets once iPhone X/10 comes along?
I don't find that very perplexing. They have two models instead of 3, and will probably explain the story around them.
 
I'm flabbergasted. I...almost don't know what to say.

Uh, the name of this site? If you don't want rumors, it seems like waiting for the keynote would be your way to go.

Well, the name of the website gives it away, doesn't it? It's called "MacRumors" after all, so expect rumours.

They've fairly often promoted "Spoiler Free" posts when keynotes were going on. I don't remember them really spilling the beans like this. Oh well, I hope nobody's day was spoiled.
 
Let’s see how fast we can get Apple to $2 trillion mark.
Entering the brown market of dishwashers, vacuumcleaners, handmixers and hairdryers might still their hunger for the masses (and eventually lead to some more pleasant innovation)
Lower hanging fruit than the AppleCar & AirPower...
 
Entering the brown market of dishwashers, vacuumcleaners, handmixers and hairdryers might still their hunger for the masses (and eventually lead to some more pleasant innovation)
Lower hanging fruit than the AppleCar & AirPower...

Grocery stores, department stores and fast food.
[doublepost=1536762949][/doublepost]
this x1000

Just take higher resolution pics.
 
Were there any links for Mac's found? Nobody gives two cents about new phones, new Mac's are all that matters.

They're not going to announce new Macs at this event. The Sept event is always focused on the iPhone and occasionally some iPads.
 
I find it hilarious that the 'Low cost' iPhone is what the most expensive iPhone used to be.

This is the most uninspiring year for iPhones, especially as someone who loves the iPhone SE.

Just bought a SE 128GB to my wife... in Brazil, getting one for $375 is a big deal. If there was a strong rumor about the SE 2 launch, I'd wait a little longer.
 
iPad doesn't have any number. It's just iPad and iPad pro. Use iPhone & iPhone Pro. Only difference is the year.

I agree that this is the most logical naming convention. They're not calling the 12.7" iPad Pro, "iPad Pro Max". Gross. I just threw up in my mouth a little. Jobs never would have allowed something as ridiculous as "Max", right? I even had trouble with the iMac 5K name. Once the 'normal' iMac 27" model was sporting the 5K display, they should have dropped that. Oh wait, they did and then released the iMac Pro. I think we're on to something...
 
Damn, this is a massive mistake by someone at Apple.

I guess all that's to be revealed is prices.
 
So is the new gold X going to have a black back or white? I’ll be bummed if it’s white. Won’t look as good.
 
I love how every Apple related site has adopted to Apple's PR speech without questioning it. The "low-cost" was the "normal" price for the latest-and-greatest iPhone, until they decided to introduce the newest tech only in the 6 Plus (with a price hike). Then they raised the prices for the 6s Plus, 7 Plus and 8 Plus a bit, and priced the X over the most expensive 8 Plus. I think this is one of Apple's PR most amazing achievements, that everyone writes "low-cost phone" where parts have to be older or less advanced "to keep costs down" when - a few years ago - they showed that they could put the latest stuff in their flagship model for the same price which is now considered "low-cost".

I know and understand that Apple's main goal today is to raise their iPhone ASP and to generate more "Services" revenue, which is why I have given up to see more than 5GB of free iCloud storage, or more than 64GB for the entry level iPhone or more than 128GB in an entry level MacBook, but the XR is anything but low-cost.

Spot on. I get the stockholders here (shouldn’t they have a label so you can see they are biased?) perpetuate the lie as it has potential gain for them, but average punters and bedroom techies?
 
I hope retail will troll Apple on the name and put the phones in a shelf named "aXSessories"

Other than that the XR bothers me as well... in transportation that's common for eXtended Range...
 
I wonder why the cheaper iPhone gets all the color options. I'm in for a XSmax but I'd love to see that in blue.
 
The names are a mouthful and a mix of Roman numerals and english - 'iPhone XS Max'??

does the name really matter?
the plus name was stupid as well and people were complaining for months until they got used to it
is all about the user experience
 
This will age me but this new naming convention reminds me of the NES Max Nintendo controllers back in the day.
 
Brilliant move by Apple to "leak" this. Look at all the hype and free publicity it caused. They very much knew what they were doing.
Pretty much the only thing we don’t know is pricing. No way Apple wanted all this leaked before the event. Very sloppy from Apple employees. Someone should be fired over it.
 
64GB for the Xs models is a slap to our face...

It's pretty crappy for sure. What is even crappier, that many seem to forget, is the paltry free storage space Apple gives us. For spending $1000+ I'd expect something decent. Oh well, I've learned how to manage my storage, uploading pictures/videos to onedrive immediately when on wifi for example and I'm on the 2.99/month plan (why no yearly plans Apple?!?!).
 
If there's not actually going to be an iPhone SE2 I think this may be the time I retire my 5S and go for another manufacturer. I just don't like screen sizes any bigger than that.

I held out too, and then finally took the dive on a 7+. I'm glad I did, it's probably the best phone I've ever owned. The camera is amazing, the screen is great for media and the landscape stereo speakers are nice and loud for music. The bigger size only felt odd for about 2-3 weeks while I got used to new hand positions. Keep a case on it to protect against those inevitable drops.
 
Brilliant move by Apple to "leak" this. Look at all the hype and free publicity it caused. They very much knew what they were doing.


Borderline stock manipulation though. And it could be fake payback even, or a privateer guy trying to mess with the markets. I say this because AAPL stock is a yoyo right now since last Friday. And I do agree the EXCESS naming reminds me of some Sci Fi movie where the Cadillac was called the SUX2000 or something (Running man, or Robo Cop, or some early 1990's cheesy movies)
 
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