https://www.cnet.com/news/iphone-xs-max-name-skewered-by-unimpressed-apple-fans/

Apple unveiled its new flagship smartphone on Wednesday, the iPhone XS Max, but not everybody loves the name, with online critics calling it lazy, uninspired and stupid.

On one hand, you can understand why Apple went this way. It's added an "S" to iPhones before and this new phone is the bigger-screened sequel to the super fancy iPhone X. It's really not too bad as long as your brain interprets it as "10S." But some people can't stop from reading it as "extra small."