In September, Apple is expected to announce a more affordable version of the iPhone 14 Pro Max, which is widely speculated to be called the ‘iPhone 14 Max’. But a detailed supply chain report by analyst Omdia uses a much more sensible name. The Apple iPhone 14 series is based on multiple leaks and with the alleged name iPhone 14 Max. EverythingApplePro Breaking with the leaks to date, Omdia’s senior director of research, David Hsieh, refers to the new device (and iPhone 13 Mini replacement) as the “iPhone 14 Plus.” That makes a lot of sense. It harkens back to Apple’s previous branding for its larger phones and creates a larger demarcation between two 6.7-inch models. Aside from that, the name ‘Max’ is also problematic. A maxed-out version of any device implies that it’s the best of something above its natural size, hence phrases like “to the max.” The connotations around ‘plus’ are not so extreme, ‘plus size’ is a long standing association and the word connotes ‘more’ rather than better. This would be a better fit, given that the standard iPhone 14 models will miss out on most of the iPhone 14 Pro’s major upgrades. Apple’s latest branding also shows a desire to keep the Max from premium hardware. In ascending order, the M1 (and soon M2) series consists of:

M1 M1 Pro M1 Max M1 Ultra

The Max sits above the Pro. Yes, Apple’s brand has long been criticized for creating confusion (look no further than the “Apple Watch Edition”), but launching an iPhone 14 Max that’s cheaper and slower than an iPhone 14 Pro would be even stranger and for Apple standards. The detail of Omdia’s report adds further weight to Hsieh’s language, which analyzes iPhone component suppliers, supply distribution and order volumes for the next two years. Contrasted with this is the sheer number of high-profile leaks that have been talking about an iPhone 14 Max for months. It would be surprising for them to be wrong so close to launch, but certainly not unprecedented. Yes, there are bigger questions about the iPhone 14 lineup — including the eye-opening battery capabilities, camera differences, and chipset generation gap — but for Apple, getting the messaging around these phones right is critical. And it all starts with a name.

Follow Gordon on Facebook More at Forbes MORE FROM FORBESApple’s New iPhone 14 Max May Outsell the Pro MaxBy Gordon Kelly