Frankly some people prefer the smaller display as it provides more comfortable handling of the iPhone. Those who don't haven't lived with the 4.7" display for a week to make an informed enough decision to see the convenience it adds. The 4.7" form factor works better as a phone: it's portable, easy to use one-handed, and most importantly comfortable in all situations without the need for adapting to awkward positions of holding in. Unfortunately, the 4.7" form factor is taken for granted as Apple markets the Plus as being not just a bigger device, but a better device. Though I guess bigger is better in the marketing world. That doesn't have to be the case though. The Plus has a higher pixel density, an extra gigabyte of RAM, and a dual-camera setup. While I don't fault Apple for the latter two points as the extra RAM is more necessary in the Plus, it's unacceptable to me that the Plus has a noticeably sharper display. The 4.7" iPhone 7 does edge out the iPhone 7 Plus in contrast when viewed side-by-side as the tech specs portray, with noticeably inkier blacks, but the 7 Plus looks much sharper overall when comparing photos and videos. For those that choose to go for the smaller size for comfort and convenience, they should be getting the best of the iPhone as well. I was close to moving to a standard iPhone 7, but in a lengthy comparison between the 7 and 7 Plus I couldn't get over how much sharper the 7 Plus' display is. Sure, my main rationale is based around one point and they do have the same hardware for the most part but smaller-iPhone users shouldn't have to settle. Although admittedly, I do think Apple targets the market that barely understands the new features of the device with the smaller models. Let the record show that I would buy a 4.7" form factor iPhone with all of the Plus features. Side note: the iPhone 7 has a gorgeous display. It is significantly better than the 6s Plus display on both the 7 and 7 Plus models.