Last year was the perfect time to streamline the branding. The regular iPhone 14 was really just a 13; why not just keep that and drop the Pro moniker from the higher end models?

Every year they then drop the price of last years’ top-end devices to match up with the previous standard model and then release the new numbered ones.

In other words this year we would have had:

- iPhone 14 (The actual 14 Pro)
- iPhone 14+ (The actual 14 Pro Max)
- iPhone 15 (The actual 15 Pro)
- iPhone 15+ (The actual 15 Pro Max)

Then next year they bring out the iPhone 16 in just two models and lower the price of the 15 to match. Rinse and repeat.