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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One size fits all doesn't work anymore
by jgfenix on Sat 5th Apr 2014 15:16 UTC
Member since:

The will have to reƱease more models each year.

Reply Score: 2

The123king Member since:

Sure, one size doesn't fit all, but that doesn't mean they should go down the Samsung route and deliver 10* different models. IMHO 4 or 5 different sized phones is more than enough


Edited 2014-04-05 16:21 UTC

Reply Parent Score: 2

unclefester Member since:

Tell that to BMW who now produce 40 (and growing) distinct body styles. Each model has numerous colour, engine, suspension, trim and body kit options. It is literally possible to order a unique BMW if you tick enough options.

Reply Parent Score: 3

phoenix Member since:

IMHO 4 or 5 different sized phones is more than enough

In my perfect world, each phone manufacturer would have 6 phones released every year:
- a sub-4" phone
- a ~4.5" phone
- a 5+" phone
And each phone would come in 2 variations:
- one with a hardware keyboard
- one without a hardware keyboard

So long as you didn't go crazy on the SoC, you could even use the same one in each phone, greatly simplifying things even more, and making the screen and keyboard the main differentiators.

Alas, we do not live in my perfect world, and we have to suffer through the shotgun approach taken by the likes of Samsung, Motorol, HTC, LG, Sony, etc. ;)

Reply Parent Score: 2

pfortuny Member since:

Somehow I infer you are a Spaniard ;)

Reply Parent Score: 2