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It does seem odd that they felt the ”Max” was still necessary when we don’t call the larger iPad Pro and MacBook Pro “Max”. ”Plus” made sense when the 5.5” phones had a higher quality display and a better camera than the 4.7” model, but with the two 11 Pro models being feature identical, the “Max” suffix seems superfluous.
 
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It does seem odd that they felt the ”Max” was still necessary when we don’t call the larger iPad Pro and MacBook Pro “Max”. ”Plus” made sense when the 5.5” phones had a higher quality display and a better camera than the 4.7” model, but with the two 11 Pro models being feature identical, the “Max” suffix seems superfluous.

The ‘Max’ suffix is purely in reference to the size of the device. I suppose it’s needed to differentiate between the two Pro sizes.
 
Apple can't drop the numbers from the product name. It should be pretty obvious why.
 
Gruber gave a good argument as to why the numbers must remain. Unlike iPads, Macs, etc, Apple still sell older models (and if Apple don't, often authorised resellers still will - there are still lots of places to buy new iPhone XSes, even though they've been discontinued by Apple). Therefore there must be a way to differentiate them by name.

Perhaps the other solution is to call it something like iPhone (2019), but that's probably undesirable from a marketing perspective as it will seem outdated very quickly.

Though I do think 'Pro Max' is a silly suffix. I never even really liked 'Plus', spelling it out seemed unnecessary when they could've just used the '+' character.
 
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