From Steve Jobs’ small-screen philosophy
When Tim Cook became Apple CEO, the iPhone still followed a relatively simple formula. Its 3.5-inch display had remained unchanged across several generations. That approach began changing under Cook. The shift reflected a smartphone market where larger displays were becoming increasingly popular.
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The iPhone 5 was the first step.
The iPhone 5, launched in 2012, introduced Apple’s first major screen-size change. It featured a 4-inch display instead of the 3.5-inch screens used by earlier iPhones.
The increase was modest, but it signalled that Apple was willing to reconsider a design philosophy that had remained consistent for years.
Android manufacturers were already offering larger smartphones. Apple therefore faced growing pressure to respond to changing consumer preferences.
Then came the iPhone 6 Plus
Apple made its biggest move in 2014 with the iPhone 6 and iPhone 6 Plus.
The iPhone 6 featured a 4.7-inch display. The iPhone 6 Plus went further with a 5.5-inch screen.
The move effectively ended Apple’s one-size approach to the iPhone. Customers could now choose between a more compact flagship and a significantly larger model.
The iPhone 6 Plus also marked Apple’s entry into the larger “phablet” category.
Bigger screens became a strategy.
The change was not simply about making the iPhone larger.
Apple increasingly began offering different configurations across its product range. Screen size became another way to segment customers and create more choices within the iPhone lineup.
The company also continued changing its display technology. Premium iPhones eventually moved from LCD to OLED, while the iPhone X introduced Face ID.
Cook changed more than the display.
The larger-screen strategy reflected a broader change in Apple’s approach under Cook.
Instead of maintaining a tightly limited product structure, Apple began responding more directly to different consumer preferences.
That approach eventually extended beyond the iPhone. Apple introduced the 12.9-inch iPad Pro in 2015, adding another large-screen option to its tablet portfolio.
The bigger iPhone was therefore more than a hardware change. It represented Cook’s willingness to alter one of Apple’s most recognisable product assumptions.