Apple used roman numerals starting with the iPhone X. It seemed appropriate for the tenth anniversary of the iPhone, especially given the radical design change. Then we got the iPhone XS and iPhone XS Max. These are the eleventh iPhones, but the XS and XR convert to nothing using roman numerals. That's fine, since they're essentially just slightly better versions of the iPhone X. The issue is that most people refer to them as the "ecks-S" and "ecks-R" instead of the "10S" and "10R" respectively. With rumors of an iPhone XI (iPhone 11 in roman numerals), this gets way more confusing. Will the successor be named the iPhone XIS? Beauty lies in simplicity. The single number was very clear, and adding an "S" to the end communicated an improved version. But with all the different variations of iPhone today, the public doesn't want to waste their time trying to learn the naming scheme of the iPhone. It's an annoying nightmare that we hopefully don't have to deal with in the near future.
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