Apple has acknowledged that consumers “want what we don’t have”, admitting that demand for cheaper, larger smartphones is hampering the growth of the iPhone.
In slides revealed during the patent trial between the Cupertino company and Samsung, Apple research reveals that it clearly knows it cannot continue with the strategy of selling one, 4–inch device if it wants to boost iPhone growth.
In analysis of the competition, Apple points to ‘drastic’ improvements in Android hardware and ecosystems, as well as the ‘obscene’ amounts of money spent on advertising.
Fears about the latter are also borne out in newly revealed emails, in which Apple exec Phil Schiller says of Samsung that “these guys are feeling it,” suggesting they’re “in the zone”, despite Apple having “much better products”.
The slides cover product-planning for 2014 and were produced in April last year. While little else has been revealed, they act as a clear pointer towards Apple readying larger iPhones for release later this year.
The iPhone 6 is believed to come in two large screen sizes. One 4.7–inch model and one 5.5–inch model.