I mostly disagree with this (let's not even talk about the suggestion to lose the 'i' branding), but the iPhone in particular has definitely had missteps. "X"

I mostly disagree with this (let's not even talk about the suggestion to lose the 'i' branding), but the iPhone in particular has definitely had missteps. "X" is a stupid idea any time anybody does it, and I still can't remember what "XR" and "XS" mean. Luckily they dropped this. "Mini", "Plus", "Max", and <none> are too many suffixes to express size. "SE" is meaningless, but I'm not sure what attractive word there is for "low spec". Overall it's a lot less confusing than almost all other consumer electronics lines, but that bar is comically low. They could almost make it perfect if they could somehow express the size literally, as the author suggests, though he conveniently does not give an example, because you will immediately see that the "iPhone Pro 6.3 inch" and "iPhone Pro 6.9 inch" are horrible branding. iPad gets away with it because it gets to use easy-to-remember whole numbers. (Edit: I forgot, the big one is 12.9", not 13") At minimum they should just use one word to mean big, instead of having slightly different "Plus" and "Max" sizes.