I’m convinced Apple is acutely aware that only nerds called Mac OS X “Mac OS Ten” and only nerds call the iPhone X “iPhone Ten.”
The fact that I didn’t have to write “iPhone Ex” and you knew what I meant proves my point.
I’m further convinced that they did the market research and found that the vast majority of consumers don’t care, but the nerds get a smug sense of superiority by calling it “Ten” and correcting people.
Giving them a pedantic toehold to correct people is win-win. Well, a win for Apple, a win for pedants, and a loss for anyone who ever hears the sentence “Actually it’s pronounced ‘ten.’”