Two points:
One: It wouldn’t be unprecedented for Apple to skip 9. There never was an iPhone 2.
Two: going forward from 10 to 10S or 11 let’s Apple get out of sync, at least for now, with Samsung’s numbers. As an average consumer, when you have to choose between a Galaxy S9 or an iPhone 11, there is something about the higher number that seems better.
One: It wouldn’t be unprecedented for Apple to skip 9. There never was an iPhone 2.
Two: going forward from 10 to 10S or 11 let’s Apple get out of sync, at least for now, with Samsung’s numbers. As an average consumer, when you have to choose between a Galaxy S9 or an iPhone 11, there is something about the higher number that seems better.