Everyone is calling the new iPhone X the ‘Ecks’ even though Apple says it’s pronounced ’10’

With a massive screen behind him displaying the text, “iPhone X” Tim Cook hopped on the stage at the Steve Jobs Theater during Apple’s September 12 launch event and proclaimed, “This is the iPhone ten.”

Apple consumers across the globe have been in a tizzy ever since, and not just over the souped-up phone, but over how on earth to pronounce its name.