iPhone X
Apple's largest 2018 iPhone will be called the iPhone XS Max. REUTERS/Peter Nicholls

Apple will finally be revealing its three 2018 iPhone models next week and it looks like the biggest flagship will carry a new brand name. A couple of reports claim that Apple will be dropping the “Plus” name and it will be calling the 6.5-inch OLED iPhone the “iPhone XS Max.”

Last week, it was reported that Apple’s OLED iPhones models for this year will be named the iPhone XS. At the time, it was believed that the 6.5-inch model would be called the iPhone XS Plus. However, sources are now saying that Apple will completely ditch the “Plus” branding this year and none of the 2018 iPhone models will use it. Instead the 6.5-inch OLED iPhone could be called the iPhone XS Max.

Multiple sources confirmed the information to BGR. In a separate report, 9To5Mac was able to confirm the same thing with its own sources. The sources also claimed that Apple isn’t even considering using the “Pro” name either as it did with the iPad Pro models.

The new naming scheme will be a significant change in how Apple names its new iPhones. The “Plus” branding has been used by Apple ever since the iPhone 6. Now, it looks like the iPhone 8 Plus will be the last generation to follow the naming pattern. The introduction of the iPhone XS and iPhone XS Max would also be the start of a new pattern for Apple.

From a consumer standpoint, iPhone XS Max seems to sound a lot better than iPhone XS Plus. Of course, it’s supposed to be pronounced “iPhone ten-es max,” but it’s very likely that a lot of customers will continue calling it the “iPhone eks-es max.” Whichever the case, the name does sound better and it’s less of a mouthful than using the “Plus” naming scheme. The only mystery that remains is the name for Apple’s 6.1-inch LCD model.

Apple will be holding a special press event on Sept. 12 at 10 a.m. ET in its Cupertino headquarters. The trio of new iPhones are all expected to launch at the event.

German website Macerkopf shared information on the potential European pricing for the three iPhones. The website claims that the 6.1-inch LCD model will start at 799 euros, while the 5.8-inch iPhone XS will start at 909 euros. The flagship and biggest model, the 6.5-inch OLED iPhone XS Max, could start at 1,149 euros. If this information is accurate, then it would be the same pricing that Apple is currently charging for the iPhone 8 ($699), 8 Plus ($799) and the iPhone X ($999).