The only thing ‘Pro’ Apple makes is the Mac Pro and the iMac Pro, everything else is very much in the consumer space. It’s just marketing nothing more.
From a marketing point of view the XR was a bit of a miss, here’s why:
The main issue with the XS/XR branding is that the XS represents the iPhone and the XR represents a cut down version. That has a negative spin on it and people don’t want a cut down version (just like the 5C).
The Pro branding flips that around and the cheaper version now represents the iPhone and the Pro represents a premium option.
Will it make a difference to non-pro sales? Highly likely but you’ll not find any individuals admit to being influenced by it if directly asked. It will all come down to the numbers at the end of the day.
Oddly enough you could argue Apple copied Huawei, they called there phones pro first. I hope I am not the only one to find that amusing.