I don't like the Pro Max name, but I'm glad Apple is sticking with it.

One of the rumors about this year's iPhone lineup was that the top model could be called the iPhone 15 Ultra. iPhone 15 Pro Max. But just before the presentation, we noted that Bloomberg's Mark Gurman is confident the Pro Max name will remain unchanged.

A new report details what to expect in the future . at the Wonderlust event next week, Bloomberg says Apple plans to stick with the Pro Max brand this year…

I Think that's good news , even though I've never been a fan of the Pro Max brand. I always thought the name was awkwardly long, and the use of two superlatives just sounded ridiculous.

Before the launch of the Apple Watch Ultra, I probably would have been fine with the iPhone 15, iPhone 15 Plus, iPhone 15 name lineup Pro and iPhone 15 Ultra.

But the release of the Apple Watch Ultra changed that for me. Since the new watch was indeed significantly more capable than the standard model (even if few of us actually need any specialized capabilities), then if Apple were going to release an iPhone Ultra, it would have to be, well, ultra.

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I think their branding team needs an off-site site team building exercise to figure out naming conventions.

Personally, I agree with the laptop approach that includes the MacBook Air, MacBook and Macbook Pro. In that sense, I'd like to see the iPhone lose its number and rationalize itself into the iPhone Air, iPhone, and iPhone Pro.

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It can be argued that the iPhone 15 Pro Max is as such, as it will receive at least one feature that will be unique to the flagship model. : Periscope lens with rumored 6x optical zoom.

This will undoubtedly make it a popular choice – indeed, according to one market estimate, the iPhone 15 Pro Max will account for as much as 40% of all iPhone 15 sales. But oh well, a periscope lens for longer optical zoom is just Apple playing catch-up; it's not an Ultra feature.

So I'm glad Apple isn't abusing the Ultra name by using it for a probably popular but still technically uninteresting feature.

Who knows, maybe one day Apple will release a real iPhone, no matter Ultra, that is truly worthy of its name? If you have thoughts on what could justify such a name, share them in the comments.

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