@Blue_Beowolf Well, I guess the CEO of Apple is an idiot too then. He has called it iPhone (Ten) during a keynote. I think they make it (X as in ten) as it is the 10th anniversary of the release of the iPhone (announced in January 2007 but not released until June). They also (they being Apple) chose to name it X as they felt that it was the future of iPhone development (notice the XR, XS and XS Max are all effectively the same phone, only the screen is different for the XS/Max and the camera for XR/XS). I think we'll see a shift in naming going forward, but that's just my thought, I have no proof or insider info other than I have followed Apple probably longer than you have been alive ;)