– Xochielt Sanchez
Answer by Marc Bodnick:
This is a good question, because it doesn't seem intuitive that offering two bigger phones (bigger and even bigger) was the right tactic for maximizing near-term revenues. Why not offer one awesome bigger phone, and then offer another option which was basically a refresh of the iPhone 5?
It seems to me that Apple's decision to launch two big phones was motivated — at least in part — by long-term strategic and competitive considerations.
The iPhone 6 / 6 Plus release represents a brutal competitive attack aimed at Android and Samsung.
- By offering two phones bigger than the iPhone 5S, Apple has hammered Samsung with a "block the sun" strategy aimed at offering an awesome device at every imaginable size of mobile device.
- With the iPhone 6 and 6 Plus announcement, Apple is telling consumers everywhere — "if device size is what you care about, we will take care of you."
- This is a radical departure from Apple's previous Jobs-ian meta-message which was — "We [Apple] will decide the one size that we think is best, and if you don't like it, tough."
See this photo below which has been popular on the internet:
This meta-message is really brutal for Samsung. Yeah, I understand there are a bunch of reasons for people to choose non-Apple devices, but one of the biggest reasons was historical frustration with Apple's limited size points. Now that's over, and Apple is basically signaling that it's over for good.