A high-profile leak revealed that the 5.8-inch and 6.5-inch OLED iPhones that Apple will unveil on Sept. 12 will be named the iPhone XS, and a concept video on the smartphones show how amazing they will look.
However, Apple might have backed itself into a corner when it named last year's premium flagship smartphone the iPhone X, resulting in a weird and confusing name for this year's version.
iPhone XS Concept Video
Apple recently sent out invites for a Sept. 12 event, where the three rumored 2018 iPhone models are expected to be revealed, alongside the Apple Watch Series 4, a redesigned iPad Pro, a new MacBook Air, and an updated Mac Mini.
Shortly afterward, 9to5Mac revealed that the 5.8-inch and 6.5-inch OLED iPhones, with designs based on last year's iPhone X, will be collectively named the iPhone XS, and will come with a gold color option. The hype surrounding the iPhone X successors is now building up with a concept video based on the leak.
Described as a concept Apple advertisement, the video uploaded by the ConceptsiPhone channel on YouTube and created by Lee Gunho may be the closest thing that iPhone fans will get to an authentic look at the iPhone XS, while waiting for its official announcement in just over a weeks' time.
iPhone XS Name: Weird And Confusing
Earlier this year, it was reported that Apple may be changing its method for iPhone names due to the iPhone X. By going with the iPhone XS name, Apple may have made things weird and confusing for the brand.
Apple said that the iPhone X should be pronounced "iPhone Ten," but customers are still referring to it as the "iPhone Ex." While "iPhone Ten S" makes sense, people will be calling the iPhone XS as "iPhone Ex Es," which makes the smartphone both too big (excess) and too small (XS for extra small). In addition, with the iPhone XS name to be used for both 5.8-inch and 6.5-inch models, will they simply be referred to as the smaller iPhone XS and the larger iPhone XS?
CNET's Jessica Dolcourt, who also pointed out the iPhone XS naming problem, believes that Apple is moving forward with such a change in branding to double down on the success of the iPhone X. The iPhone X was a revolutionary overhaul compared to the relatively safe iPhone 8, and the iPhone XS name will further push the smartphones into that territory.
The question now, however, is what the iPhone XS successor will be named next year. At least Apple has a year to think about it.