Screw it, I’m pronouncing it ‘iPhone eX’

What’s in a name? Do the letters and sounds we assign to a thing reveal some deep truth about it, or perhaps exist as a comment on the society that named it? And who, once a new creation, phenomenon, or idea is introduced into our world, has the right to bestow upon it the taxonomic binding that will forever hold it in a tangled grip of association? If all objects have a Platonic Ideal, does there exist too a perfect combination of markings on a page which speak to a form’s true self? 

That is all to say: screw it, I’ll be pronouncing Apple’s newest phone “iPhone eX,” thank you very much. 

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