Linked by Thom Holwerda on Sat 5th Apr 2014 13:35 UTC

Internal Apple documents from last April shown in court today paint the picture that the company was scrambling to identify and determine ways to compete with devices running Android, as well as keep sales of the iPhone from petering out amid growing competition.

Pages from a 2014 planning document last April, shown during a cross-examination of Apple's marketing chief Phil Schiller, noted that smartphone growth rates were declining, something that could impact iPhone sales. Worse yet, the document said, was growing consumer interest for less expensive, larger-screened smartphones, with a headline on the page reading "consumers want what we don't have."

Apple is doing just fine in the US. In large parts of Europe and the rest of the world - not so much. I don't mean to say they are in trouble or will die - so let's get that strawman out of the way straight-up - but Apple's leadership (unlike some others) is smart enough to know that what matters is not last year, this year, or even next year - what matters is five years from now. Once people get accustomed to relatively cheap, non-iOS devices with large screens, they won't be going back to a phone with a tiny (by comparison) display that costs twice as much.

So yes, those larger-screen iPhones are coming.

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Comment by jphamlore
by jphamlore on Sun 6th Apr 2014 03:48 UTC
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Actually the rumor-mongering sites are now backtracking on claims there will be a 2014 5.5-inch display iPhone, now claiming this non-existent phone will be "delayed". Only if the phone misses both the United States and China's main gift-giving / shopping seasons, Apple will have no reason to introduce such a phone until late 2015, their ordinary cycle. Thus there is a great likelihood all the rumors of a 5.5 inch iPhone in the 2014-15 time period were simply made of whole cloth, lies for click-bait.

Also the main barrier to ownership of Apple iPhones outside of where its marketshare is strong is cost, not display size. And Apple leadership has proven with the pricing of the iPhone 5C that in fact they are not willing to do what the market demands to maintain market share at the cost of other priorities.

Edited 2014-04-06 03:52 UTC

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