I love the idea of the iPhone XS, but pronounced "Excess" -- with a tagline like "For those who want more."
But I also wonder about the "i." It seems like across the rest of Apple's product naming, the hardware and software (particularly the latter) are going other ways. We have Apple Watch, Apple TV, Apple MacBooks, and Apple Mac Pros. Plus Watch OS, TV OS, and MacOS.
The "i" sticks out.
I know it's Apple's most popular product, but I wonder if they'll eventually move to Apple Phone and Phone OS or something.
I don't know what they'd do with the iPad then, though.