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 Forum: iPhone

Popular Stories

iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro Coming Soon With These 14 New Features

Friday July 4, 2025 1:05 pm PDT by
Apple's next-generation iPhone 17 Pro and iPhone 17 Pro Max are just over two months away, and there are plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models. Latest Rumors These rumors surfaced in June and July:Apple logo repositioned: Apple's logo may have a lower position on the back of the iPhone 17 Pro models, compared to previous...
iphone 16 pro models 1

Here's How the iPhone 17 Pro Max Will Compare to the iPhone 17 Pro

Saturday July 5, 2025 1:00 pm PDT by
Apple should unveil the iPhone 17 series in September, and there might be one bigger difference between the Pro and Pro Max models this year. As always, the Pro Max model will be larger than the Pro model:iPhone 17 Pro: 6.3-inch display iPhone 17 Pro Max: 6.9-inch displayGiven the Pro Max is physically larger than the Pro, it has more internal space, allowing for a larger battery and...
iPhone Car Key Kia

Here's Which Vehicles Offer iPhone Car Keys

Sunday July 6, 2025 3:03 pm PDT by
In 2020, Apple added a digital car key feature to its Wallet app, allowing users to lock, unlock, and start a compatible vehicle with an iPhone or Apple Watch. The feature is currently offered by select automakers, including Audi, BMW, Hyundai, Kia, Genesis, Mercedes-Benz, Volvo, and a handful of others, and it is set to expand further. Apple has a web page with a list of vehicle models that ...
imac video apple feature

Apple Launching These 15+ Products Later This Year

Sunday July 6, 2025 8:05 am PDT by
The calendar has turned to July, meaning that 2025 is now more than half over. And while the summer months are often quiet for Apple, the company still has more than a dozen products coming later this year, according to rumors. Below, we have outlined at least 15 new Apple products that are expected to launch later this year, along with key rumored features for each. iPhone 17 Series iPho...
iOS 26 Feature

Everything New in iOS 26 Beta 3

Monday July 7, 2025 1:20 pm PDT by
Apple is continuing to refine and update iOS 26, and beta three features smaller changes than we saw in beta 2, plus further tweaks to the Liquid Glass design. Apple is gearing up for the next phase of beta testing, and the company has promised that a public beta is set to come out in July. Transparency In some apps like Apple Music, Podcasts, and the App Store, Apple has toned down the...
iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro to Reverse iPhone X Design Decision

Monday July 7, 2025 9:46 am PDT by
Since the iPhone X in 2017, all of Apple's highest-end iPhone models have featured either stainless steel or titanium frames, but it has now been rumored that this design decision will be coming to an end with the iPhone 17 Pro models later this year. In a post on Chinese social media platform Weibo today, the account Instant Digital said that the iPhone 17 Pro models will have an aluminum...
iphone 17 pro render majin bu

New iPhone 17 Pro Renders Highlight Apple Logo and MagSafe Design Changes

Sunday July 6, 2025 8:43 pm PDT by
New renders today provide the best look yet relocated Apple logo and redesigned MagSafe magnet array of the iPhone 17 Pro and iPhone 17 Pro Max. Image via Majin Bu. Several of the design changes coming to the iPhone 17 Pro model have been rumored for some time, such as the elongated camera bump that spans the full width of the device, with the LiDAR Scanner and flash moving to the right side. ...
Prime Day 25 Feature Warm Triad

The Best Early Prime Day Deals on Apple Products

Saturday July 5, 2025 7:22 am PDT by
Amazon is soon to be back with its annual summertime Prime Day event, lasting for four days from July 8-11, the longest Prime Day yet. As it does every year, Prime Day offers shoppers a huge selection of deals across Amazon's storefront, and there are already many deals you can get on sale ahead of the event. Note: MacRumors is an affiliate partner with Amazon. When you click a link and make a ...
airpods pro 2

AirPods Pro 3 to Help Maintain Apple's Place in Earbud Market Amid Increasing Low-Cost Competition

Thursday July 3, 2025 7:25 am PDT by
Apple's position as the dominant force in the global true wireless stereo (TWS) earbud market is expected to continue through 2025, according to Counterpoint Research. The forecast outlines a 3% year-over-year increase in global TWS unit shipments for 2025, signaling a transition from rapid growth to a more mature phase for the category. While Apple is set to remain the leading brand by...

Top Rated Comments

chromite Avatar
89 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
89 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
89 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
89 months ago
Is John Sculley back?

All i can think of is Pepsi Max.
Score: 11 Votes (Like | Disagree)
asdavis10 Avatar
89 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
89 months ago
XS Max and Xr are comically bad names, which is why Apple will never use them.
Score: 8 Votes (Like | Disagree)