Yes—front‑of‑house, Apple should start phasing out visible generation numbers for hardware (where they create clutter), while keeping numbers back‑of‑house for clarity (chips, OS versions, support). That mix keeps the brand elegant and the lineup understandable.
Why rethink numbers now?
- Number fatigue: “iPhone 27 Pro Max Ultra” is a mouthful waiting to happen. High numerals stop signaling meaning and start signaling age.
- Longer upgrade cycles: Numbers remind people their device is “old.” A stable name (“iPhone Pro”) keeps the product feeling current for longer.
- Cleaner story: Across Apple’s family, names are already half‑simplified (MacBook Air/Pro, iMac, iPad Air/Pro). Finishing the job makes the lineup easier to grok.
- Global consistency: Words like Pro and Ultra travel better across languages than ever‑growing integers.
Where numbers still shine
- Silicon & software: A‑series/M‑series chips and iOS/watchOS/macOS versions need numbers for developers, support docs, and performance claims.
- Support & resale: Hidden generation tags (year or internal model code) make diagnostics, trade‑in values, and accessory fit simple.
- Regulatory/repair: Model identifiers (e.g., “Axxxx”) remain essential under the hood.
A crisp naming blueprint
Phones
- Public name: iPhone · iPhone Pro · iPhone Ultra
- Size: show inches (6.1″ / 6.7″) on the product page—skip “Plus/Max” sprawl
- Backstage tag: iPhone Pro (2026) + model ID
Watch
- Public name: Apple Watch · Apple Watch Ultra
- Backstage tag: Apple Watch (2026) or Ultra (2nd gen)
iPad
- Public name: iPad · iPad Air · iPad Pro (optionally iPad Ultra if a new tier emerges)
- Backstage: year/generation in tech specs
Mac
- Already close to ideal: MacBook Air/Pro, iMac, Mac mini, Mac Studio
- Let M‑series numbers do the technical heavy lifting
Chips & OS (keep numbers)
- A18/M4‑style chips, iOS 18, watchOS, macOS—numbers = clarity
Transition plan (low risk, high clarity)
- Two‑cycle bridge:
Use dual branding in headlines and packaging for ~2 launches:
“iPhone Pro (formerly ‘iPhone 18 Pro’)” → next cycle: “iPhone Pro (2026)” → then drop the old numbering entirely. - Standardize tiers, retire excess labels:
Good‑Better‑Best = Base · Pro · Ultra.
Use inches for size, reserve Ultra for capability, not just “bigger.” - Year tag everywhere that matters (not where it clutters):
- Support pages, About screen, retail SKU, AppleCare, and trade‑in portals: (2026)
- Ads, keynote slides, hero banners: no number
- Accessory labeling:
Print: “Fits iPhone 6.1″ (2026)” instead of a model number salad. - Search/SEO sanity:
Encourage press and site metadata to pair name + year: “iPhone Pro (2026)”—this preserves discoverability and avoids “the new iPhone” confusion.
Pros & cons at a glance
Pros
- Cleaner marketing, simpler shelves, less cognitive load
- Extends perceived freshness of products
- Unifies Apple’s hardware naming across families
- Future‑proof—avoids awkward double‑digit creep
Cons (and counters)
- “How do I know which is newest?” → Year tags in specs, easy compare tools, “Latest” badge online.
- Resale/compatibility confusion? → Year + screen size on accessories and trade‑in sites.
- Carrier SKUs need numbers. → Keep internal model codes; the storefront never needs to show them.
What this looks like on launch day
iPhone Ultra
The most advanced iPhone yet.
— 6.7″ display · A‑series Pro silicon · 1–120 Hz ProMotion · Titanium
Model: iPhone Ultra (2026) · Internal: Axxxx
No numerals in the headline. All the clarity in the details. Maximum vibe, minimum friction.
Bottom line
Ditch numbers where they add noise. Keep them where they add signal.
That means: names for people, numbers for systems. Apple gets a cleaner brand, customers get simpler choices, and the story scales for the next decade without ever hitting “Version‑Name Exhaustion.”
If you want, I can mock up a one‑page “naming style guide” you could hand to a product/brand team—complete with example packaging, spec sheets, and accessory labels.