Here's the thing.
To the consumer, it's a bad strategy.
When somebody looks at the iPad Air or iPad Mini, the ONLY thing they need to consider is, which screen size do I want?
Here, there is much more, and it leads to a situation where neither is the phone you might truly want.
I want the best camera, the best battery life, the new software tricks, the split screen apps... But I also want a phone that's comfortable to use with my relatively small hands.
So, I should get the iPhone 6 Plus, but I'll be annoyed everytime I wear a pair of trousers with small pockets.
So, I should get the iPhone 6, but everytime I take a photo I will know it might not be as good a picture as it would have been.
I'm torn, and as a consumer, who is about to pay over £600 on a new device, I worry that I might not be happy with either.
(Yes yes, first world problems, I know)