Naming things is still one of the harder problems in computer science. The iPhone 12 Pro Max is descriptive, but doesn't say everything. How much storage it has, how many sim slots (there are dual-nano-sim iPhones in special regions) it has, the modem and antenna configuration, the color. From Apple's POV, the plebs don't need to know the difference between A2342, A2410, A2411, and A2412 versions of the iPhone 12 Pro Max and it's not clear that they're wrong.