Gurman on 2018 iPhone Names: iPhone Xs, iPhone Xs Max, and Possibly iPhone Xr

Just two days before Apple is expected to unveil new iPhones at Steve Jobs Theater, Bloomberg's Mark Gurman has outlined the potential names of the devices, along with his other expectations for the media event.

apple event sep 12
Gurman believes Apple will introduce three new iPhones, as widely rumored, including a 5.8-inch model named "iPhone Xs," a larger 6.5-inch model named "iPhone Xs Max," and a lower-priced 6.1-inch model that Apple has considered naming "iPhone Xr," according to his sources familiar with the company's plans.

Those three names have already surfaced in various reports over the past few weeks, and now that they've been corroborated by Gurman, who has a very reliable track record, there is an especially good chance they are accurate.

Apple has used "s" branding for several iPhone models over the years, including the iPhone 4s, iPhone 5s, and iPhone 6s, which were iterative versions of the iPhone 4, iPhone 5, and iPhone 6 respectively. iPhone Xs would keep with this trend, as the device is expected to closely resemble the iPhone X.

Gurman doesn't specify why Apple will apparently ditch its "Plus" branding for its largest iPhone, although "Max" certainly sounds fresher, and emphasizes that the 6.5-inch model would easily be Apple's largest iPhone ever.

Meanwhile, some Twitter users have speculated that "Xr" could be short for "X Reality," a mix of augmented reality and virtual reality, but it could also be short for something as simple as "regular"—we may never find out. Other speculated names for the 6.1-inch model include "iPhone Xc," à la iPhone 5c, and "iPhone 9."

Apple has routinely expressed a "profound interest" in augmented reality in particular, but it seems unlikely the company would emphasize the technology in the 6.1-inch iPhone, especially if it has only a single-lens rear camera.

Gurman also expects the 6.1-inch model to have an LCD screen, rather than an OLED display; an aluminum frame, instead of stainless steel edges; and a wider range of color options, with some reports mentioning blue, red, and orange. Like the current iPhone X, it should have a notched display and Face ID.

Many analysts expect the iPhone Xs to be priced from $899, with the iPhone Xs Max starting at $999 and the iPhone Xr priced anywhere from $699 to $849 in the United States. These would be the prices for the base models with 64GB of storage, with configurations up to 512GB expected to be available.

Last year, the iPhone X was released November 3, six weeks after the iPhone 8 and iPhone 8 Plus launched. This year, Gurman expects all three new iPhones to be available for purchase much closer to their announcement date, but he cautions that the 6.1-inch model could be available in limited quantities initially.

Apple may elect to delay availability of the 6.1-inch model entirely, according to some analysts, including JP Morgan's Rod Hall:

Still, Apple has faced tight supply of the new low-cost model due to minor complications fitting backlights for the LCD screen, according to people familiar with the matter. That could mean the lower-cost device ships in limited quantities initially, they said. Apple may be tempted to delay availability of the LCD version to gauge demand for the more expensive largest new iPhone, Goldman's Hall said.

Beyond the iPhone, Gurman expects the Apple Watch Series 4 lineup to be unveiled Wednesday. These models will likely have larger displays, as seen in a marketing image leaked by 9to5Mac's Guilherme Rambo and Zac Hall. The website also leaked a marketing image for the so-called iPhone Xs and iPhone Xs Max.

applewatchseries4
iphonexs
Gurman concludes his report with a list of other products in Apple's pipeline for release by the end of this year, including its long-awaited AirPower charging mat, a lower-cost notebook to succeed the MacBook Air, two new iPad Pro models with Face ID, and a so-called "pro-focused" upgrade to the Mac mini.

Our guess is that AirPower availability may finally be confirmed at Wednesday's event, alongside a new pair of AirPods with "Hey Siri" support, while new Macs and iPad Pro models with Face ID could be enough for an October event.

Many of these details have been rumored numerous times leading up to September, so fortunately there is just over 48 hours to go until the real deal. MacRumors will be providing live coverage of Apple's event from Steve Jobs Theater on Wednesday, starting around 8:15 a.m. Pacific Time.

Related Roundup: iPhone XS

Top Rated Comments

chromite Avatar
29 months ago

Ugh....iPhone Xs Max...... Just another dumb mistake made by Timmy.....I miss Steve.

It’s been 7 years. How much time has to pass before his name stops being invoked?
Score: 16 Votes (Like | Disagree)
macmanmass Avatar
29 months ago
Ugh....iPhone Xs Max...... Just another dumb mistake made by Timmy.....I miss Steve.

Whats next the iPhone XXX? The iPhone for Adults Only ;)
Score: 13 Votes (Like | Disagree)
L-Viz Avatar
29 months ago
What about all the people, who use the current SE just for its size?

I don't want anything bigger than my current SE. Is it so hard to understand for Apple?

All the Apps that I have work wonderful on this 4 inch display, yes it is not as convenient to use safari on it, compared to a bigger phone, but THAT'S IT! Despite the worse "web browsing experience", the small form factor is SO MUCH BETTER in many other ways.


Apple, why don't You give Your customers a real choice? Where is that 4-inch-iPhone X?
Score: 13 Votes (Like | Disagree)
FrankieTDouglas Avatar
29 months ago
Is John Sculley back?

All i can think of is Pepsi Max.
Score: 11 Votes (Like | Disagree)
asdavis10 Avatar
29 months ago
Gurman is talking out of his r(ear). If he has "sources" that fed him that bit of info, he needs to evaluate where he is getting his intel. No chance Apple uses "Xr".
Score: 9 Votes (Like | Disagree)
blairh Avatar
29 months ago
XS Max and Xr are comically bad names, which is why Apple will never use them.
Score: 8 Votes (Like | Disagree)

Top Stories

maxresdefault

Italy Fines Apple $12 Million for Misleading iPhone Water Resistance Claims

Monday November 30, 2020 3:10 am PST by
Apple has been slapped with a 10 million euro ($12 million) fine by Italy's antitrust watchdog for unfair commercial practices related to its iPhone marketing in the country. One of the Apple ads cited in the Italian watchdog's proceedings (credit: setteBIT) Specifically, Apple is being charged for misleading claims in promotional messages about how deep and how long iPhones can be submerged...
m1 chip macbook air pro

Developer Delves Into Reasons Why Apple's M1 Chip is So Fast

Monday November 30, 2020 1:57 pm PST by
Apple's M1 chip is the fastest chip that Apple has ever released in a Mac based on single-core CPU benchmark scores, and it beats out many high-end Intel Macs when it comes to multi-core performance. Developer Erik Engheim recently shared a deep dive into the M1 chip, exploring the reasons why Apple's new processor is so much faster than the Intel chips that it replaces. First and foremost,...
General cyber monday 20 sale feature

Apple Cyber Monday 2020: Discounts on iPads, Macs, AirPods, and More [Updated]

Monday November 30, 2020 6:25 am PST by
Today is Cyber Monday, a shopping event that sees many of the same deals from Black Friday bleed over into a new week, along with a few brand new offers on everything from Apple products to related accessories. In this post we'll highlight the best online discounts that you can find on Apple devices today. Note: MacRumors is an affiliate partner with some of these vendors. When you click a...
16 inch MBP Mini Led

Mini-LED M1 MacBook Pro and Mini-LED iPad Pro Models Coming First Half of 2021

Monday November 30, 2020 2:24 am PST by
Apple is widely reported to be embracing mini-LED display backlighting technology for some products next year, and a new report today by DigiTimes has named several of Apple's partners in the supply chain that are expected to benefit from the switch. According to the report, Apple is set to launch its first mini-LED iPad Pro in the first quarter of 2021 and mass produce mini-LED MacBook Pro...
Mac Mini 2018

Apple Developers Now Able to Natively Run macOS Within AWS With Amazon EC2 Mac Instances

Monday November 30, 2020 9:01 pm PST by
As AWS re:Invent kicks off, Amazon Web Services today announced new Mac instances for Amazon Elastic Compute Cloud, allowing AWS customers to run on-demand macOS workloads in the AWS cloud for the first time. Amazon says that the new feature extends the flexibility, scalability, and cost benefits of AWS to all Apple developers as those creating apps for iPhone, iPad, Mac, Apple Watch, Apple...
periscope iPhone feature2

Apple Moving Forward With Plans for 'Folded' Periscope Cameras to Significantly Increase iPhone's Optical Zoom

Monday November 30, 2020 8:01 am PST by
Apple is advancing its plans to significantly enhance the iPhone's optical zoom range using periscope lens technology, according to ETNews. Citing industry sources familiar with the development of iPhone cameras, ETNews report says Apple is currently seeking an appropriate "folded" periscope camera solution for the iPhone and has already initiated discussions with suppliers. Apple has...
apple fitness plus instructor kim ngo

Apple Fitness+ Promotion Ramps Up as Launch Approaches

Sunday November 29, 2020 11:57 am PST by
Promotion for Apple Fitness+ is ramping up, with advertising initiatives and teases from instructors being spotted on social media, indicating that the new subscription service may be launching imminently. MacRumors reader Chris Weaver spotted that Best Buy has started advertising six-month free trials of Apple Fitness+ with Apple Watch purchases. The advert suggests that retailers have...
iphone 12 colors

iPhone 12 Colors: Deciding on The Right Color

Thursday November 5, 2020 8:35 am PST by
The iPhone 12 and iPhone 12 Pro arrived last month in a range of color options, with entirely new hues available on both devices, as well as some popular classics. The 12 and 12 Pro have different color choices, so if you have your heart set on a particular shade, you might not be able to get your preferred model in that color. iPhone 12 mini and iPhone 12 The iPhone 12 mini and iPhone 12 are ...
mac mini macbook pro macbook air m1

Notable Developer Starts Patreon to Fund Apple Silicon Linux Port

Monday November 30, 2020 4:23 pm PST by
Developer Hector Martin, who describes himself as someone who "likes putting Linux on things," has launched a plan create a Linux port for Apple Silicon Macs. Martin, also known as "Marcan," has created a Patreon with the goal of earning enough funding to be able to take on the complexities of bringing Linux to Macs equipped with an M1 chip. Creating a Linux port is no easy task, and Linux...
leather sleeve iphone 12 box

Hands-On With the Leather Sleeve for iPhone 12 Models

Monday November 30, 2020 2:13 pm PST by
Apple this year came out with a handful of accessories for the new iPhone 12 models, and in addition to the standard Silicone and Leather cases, there's also a new Leather Sleeve that recently went on sale. Subscribe to the MacRumors YouTube channel for more videos. We picked up one of the Leather Sleeves to check it out to see if it's worth the $129 that Apple is charging. The Leather Sleeve ...