A leaked iOS 11 Golden Master candidate may have just given us a viable answer to one of the biggest unknowns in terms of how Apple might market this year’s upcoming iPhones.

Having sifted through the iOS GM code, developer Steve Troughton-Smith has dug up references to potential official names for the phones Apple will unveil on Tuesday.

Specifically, code strings mention “iPhone 8”, “iPhone 8 Plus” and “iPhone X”.

“Maybe the DeviceTree is lying about the marketing name, maybe not. But right now, D22 thinks it is iPhone X, so that’s good enough for me,” he wrote in a separate tweet.

“D22” is a code-name for Apple’s top-tier iPhone model with a bezel-less display.

The latest findings corroborate a report from Dutch site iCulture, citing a reliable carrier source, that the flagship OLED iPhone would get called iPhone X, with the iterative updates to the iPhone 7 and iPhone 7 Plus models respectively named iPhone 8 and iPhone 8 Plus.

9to5Mac suggested that the OLED-iPhone could be branded as “iPhone Edition,” but that likely won’t be the case because the leaked iOS 11 firmware fails to reference that marketing name.

I think it’s a wise decision to not only use the special naming to mark 10 years of the iPhone, but also eschew the S-branding which has become a bit long in the tooth now.

To many folks, S-branding has always suggested a modest upgrade.

From a marketing standpoint, it makes a lot of sense to advertise iPhone 7s and iPhone 7s Plus as iPhone 8 and iPhone 8 Plus to suggest they’re not at all iterative.

The bigger question to ask here is whether Apple is retiring S-branding for good. And if so, will next year’s phones be named “iPhone 9”, “iPhone 9 Plus” and “iPhone XI”?

In my opinion, 2018 phones and subsequent models should be named “iPhone”, “iPhone Plus” and “iPhone X” as Apple does with Macs—you’d say you bought a 2020 iPhone, for example.

What do you think? Could this be a one-off move on Apple’s part or are we witnessing a bigger change in iPhone branding? As always, leave your comments below.

  • iByron

    The next iteration will be a jam-packed model that does everything from baby monitoring to cremation of the dead (without overheating) with special “adult” add-ons available via IAP.

    It will be called the iPhone Xs

    • czbird

      read “Access” 🙂

    • pnh

      Sorry. Adult add-ons only available on iPhone XXX.

  • Fanboy 

    iPhone Xtc?

  • Mundhir Ufo

    iPhone X, iPhoneXL, iPhoneXXL & iPhone XXXL

  • Blip dude

    “iPhone 9”, “iPhone 9 Plus” and “iPhone XI”?

    The first 2, sure, I can see it. But iPhone XI?? Why?? Isn’t the iPhone X simply an anniversary edition iPhone? which by that won’t it mean it’s a limited edition or simply a future gen iPhone?? If anything I expect the iPhone X design to become a standard design on future gen iPhones going forward.

  • Micke på taket

    Iphone boo iPhone boo boo and iPhone poop

  • Justin Poynter

    I’d say iPhone, iPhone Plus, and iPhone Pro to keep naming consistant across all product lines

  • Veronica Adams

    ios 11 has been launched with new iPhone 8. One of my friend who works at hvantage technologies was also talking about this news. thanks!