Apple’s iPhone 14 lineup is just two months away, and while leaks have revealed everything from battery capacity to potential price hikes, one surprising detail has been overlooked: a new name.
In September, Apple is expected to announce a more affordable version of the iPhone 14 Pro Max, which was believed to be called the “iPhone 14 Max”. But a detailed supply chain report from analyst Omdia uses a much more logical name.
The Apple iPhone 14 range based on multiple leaks and with the alleged name iPhone 14 Max.
EverythingApplePro
Breaking with the leaks so far, Omdia’s senior director of research David Hsieh is referring to the new device (and iPhone 13 Mini replacement) as the “iPhone 14 Plus.” That makes a lot of sense. It returns to Apple’s previous branding for its largest phones and creates a greater distinction between two 6.7-inch models.
Also, the name “Max” is also problematic. The maximum version of any device implies that it is the best of something in front of its physical size, hence phrases like “to the maximum”. The connotations around “plus” aren’t that extreme, “plus size” is a long-standing association and the word implies “more” rather than the best. This would be more appropriate given that the standard iPhone 14 models will miss out on most of the major upgrades to the iPhone 14 Pro.
Apple’s latest branding also shows a desire to keep the Max from premium hardware. In ascending order, the M1 (and soon M2) range consists of:
- M1
- M1 Pro
- M1 Max
- M1 Ultra
Max sits above Pro. Yes, Apple’s branding has long been criticized for creating confusion (look no further than “Apple Watch Edition”), but launching an iPhone 14 Max that’s cheaper and slower than the iPhone 14 Pro would be even weirder Apple standards.
Adding further weight to Hsieh’s language is the detail of the Omdia report, which breaks down iPhone component suppliers, supply distribution and order volumes for the next two years. Against this is the sheer number of high-profile leaks that have been talking about the iPhone 14 Max for months. It would be a surprise for them to be wrong so close to the start, but it’s certainly not unprecedented.
Yes, there are bigger questions surrounding the iPhone 14 lineup — including their eye-opening battery capacities, camera differences, and difference in chipsets between generations — but for Apple, getting the messaging right around these phones is critical. And it all starts with a name.
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