Why did Apple make the iPhone 6 larger than the 5/5s?

– 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.

Why did Apple make the iPhone 6 larger than the 5/5s?


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