Everyone is calling the new iPhone X the 'Ecks' even though Apple says it's pronounced '10' (AAPL)

The "X" refers to the Roman numeral 10, not the letter of the alphabet, and is supposed to mark the ten-year anniversary of the release of the original iPhone. Don't use Roman numerals if you don't want some confusion.

from Yahoo Finance http://ift.tt/2z6a8P7