Tim Cook Comments on 5-Inch Phone Market, Reiterates Commitment to Quality Over Size

[saturn88]

Apple to-do:

- 5" iPhone 6 (Kill this "S" nonsense. It's a joke)
- 4" iPhone Mini (White plastic, debut in emerging markets first)
Can I put in my official bid for Apple CEO now?

Mr. CEO, it's yesterdays news. Apple needs a full range of devices, a product line with a consistent design and choice of form factors:

4" phone , 5" phone , 6" phablet , 7.8" tablet, 10" tablet, 12" convertible tablet/laptop.

Apple also must expand into other areas, where the iDevices could be integrated: cars, home entertainment, TV, appliances.

Imagine if they would have all of that now, where the AAPL would be?

What are we are getting instead? Cheap plastic phone and a watch

 

[Jorohaco]

Development, anyone?

From the comments I did read, I haven't seen anyone thinking about the development side of the Apple iOS ecosystem.

Think about how Apple made the iPad mini—same 1024x768 resolution to the iPad 2 yet in a smaller form factor. Did developers and designers have to go back to the drawing table for each of their apps and reconfigure them to be optimized to the mini's display? Nope.

Think about how Apple made the iPhone 5—same 960 pixel width as the iPhone 4, just a little taller. Did developers and designers have to go back to the drawing table? Sort of, but it wasn't something to cry foul about. The screen's just taller, so the only difference to the developer/designer is that you scroll less and maybe you need to update some graphics that were at a fixed height.

In fact, the only notable shakeup Apple's done in terms of screen size and resolution was back in June 2010, when the Retina display came out. (and look what that did to the industry) To the consumer that just wants more more more (and more!), that might sound like a long time. To the developer and designer that's making the apps, we wish it could be longer! And the way the rumors are going, it'll be at least another product cycle with the iPhone "5S" with no major changes, so... awesome.

Now I can already hear the non-developers and non-designers out there saying, "stop complaining and being lazy and do your job." Well, I invite you to do our job. It's not easy stuff. Preparing an app for both non-Retina and Retina displays is arduous enough—adding a larger screen to the mix will only complicate things several times over. Ask any developer or designer about Android's absurd screen fragmentation and they will puke in their mouth a little bit. Guaranteed.

So my point being: Apple is smart. They're surveying the competition's hardware output and weighing how a display change would shake up the App Store's developer community, in addition to other factors obviously. Apple is so big at this point that any major change will ruffle some feathers in the developer community. Change will need to happen, Apple is just finding the right time to do it. Now, isn't.

 

[studio¹³¹]

I have an iPhone5, I've had every model before that.

My work just bought me the Nexus 4 to develop an app and I must say, the larger screen size makes the phone a much better experience for me. Not to mention the speed of this thing kills my iP5 in quickness - very cool phone...

 

[saturn88]

This is where Steve Jobs was NOT visionary. He thinks one size fits all. There IS a demand for MANY different sizes. Of course the same can be said for 17 inch PCs too. Hint Hint.

He is really not a visionary. Unless he lost his focus because of the illness.

The company lost nearly half of the market cap so fast. How delusional you have to be to believe that you can continue selling same old phone over and over?

 

[BaldiMac]

In your opinion, what is realistic for an Apple critic to say? What guidelines should a critic follow?

Anything they like.

That is going a little far. Their attitude can be a bit heavy handed, telling people what they should want even when we know what we want.

Or... They offer a product and market it.

I still need an optical drive, is there any reason it would be so hard to two a current generation Macbook with the retina display with and without one? It can just be little things like that, options.

Of course there is a reason.

I think the iPad having pressure sensitivity would be cool, then some say how Apples hates stylus yet it is not like someone would HAVE to use it, once again it would be an option like the S-Pen is on some phones, there if you need it ignore it if not.

It will be hard to meet everyones personal tech list, I do feel they could do a bit better.

Sure. Everyone has a feature that they would like Apple to offer. I just think it's silly to suggest that Apple's choice to not offer whatever feature you'd like is a failure on their part.

 

[Xiroteus]

Sure. Everyone has a feature that they would like Apple to offer. I just think it's silly to suggest that Apple's choice to not offer whatever feature you'd like is a failure on their part.

I would go with more of an annoyance, they have some products I can use and others I cannot because of the lack of options. With more choices there could even be more sales.

 

[KTF]

He released the mini with crappy resolution!

 

[Fruit Cake]

Screw this 5" screen ****, I want my old 0.5" dot matrix Nokia LCD screen back NOW!! Retro FTW!

 

[Xiroteus]

Screw this 5" screen ****, I want my old 0.5" dot matrix Nokia LCD screen back NOW!! Retro FTW!

iPhone mini!!!

I wonder how many people would want a even smaller iPhone with the same basic functions (older modal because it would be too small) I imagine there is a market out there for everything and anything, it just may be extremely small.

 

[FoxMcCloud]

I think this is the most sane post I've ever read on MacRumors!

I admit that I only read through the first 10 of the current 14 pages of posts, but I haven't read another comment from someone who shares my opinion: I don't care whether the iPhone has a 4" display or a 5" display. There are things I'd change about iOS and other Apple products, but the reason I upgraded from the iPhone 4 to the iPhone 5 last December without considering competing phones is that I've been in the Apple ecosystem for years, I love Apple products overall, and I have a Mac, an iPad, and a large collection of iOS apps. I'm not one of the "Apple sheeple" who "drink the Kool-Aid" and think that everything Apple does is great. I don't hate non-Apple products. In fact, I've been using Windows PCs since Windows came out, and I'm perfectly fine with the Lenovo laptop running Windows 7 that I use at work.

For my personal use, though, I have neither the time, the inclination, nor the money to switch brands and platforms every time a manufacturer comes up with something that's slightly better in a couple of aspects than what the competition offers. I have no problem with people who switch phones once or twice a year to keep up with the latest and greatest, but that's not me. There are tasks that, for me, are best done on an iPhone, tasks that are best done on an iPad, and tasks that are best done on a Mac. I might be wrong, but I don't think that increasing the iPhone's screen from 4" to 5" will make it significantly easier for me to do what I do on the iPhone: take pictures, listen to music, check my calendar, use the calculator and other conversion apps, find directions to places, play Scrabble to kill time, and so on. I look up information on the Internet on my iPhone when I need to and I'm not at home, but for casual browsing, I much prefer the 9.7" screen of my iPad 4. The same goes for reading ebooks and watching YouTube videos. For movies, I prefer my big-screen home theater. For typing-intensive tasks, I prefer my Mac. For processing photos, I go back and forth between my Mac and my iPad.

On the other hand, if the iPhone does go to a 5" screen, I won't mind. I might even like it better than the current 4" screen. But for me to jump ship from the Apple ecosystem, the competition will have to offer an overall better user experience in the areas that are important to me, and probably at a lower price. I suspect that the same holds true for the majority of iPhone (and probably Andoid phone) users. Are there any data on what percentage of smart-phone sales are by people who upgrade frequently to have the latest and greatest, as opposed to first-time buyers in new markets, or people who upgrade because their current model is getting too slow or otherwise lacks compelling new features? In other words, is Apple really in danger of losing significant market share if they don't switch to a 5" iPhone screen?

 

[MikeyMike01]

I'm glad there's at least one company willing to provide 4" smartphones still. I refuse to buy anything notably bigger and that narrows my choices down to iPhone or zilch.

 

[BaldiMac]

I would go with more of an annoyance, they have some products I can use and others I cannot because of the lack of options.

Absolutely.

With more choices there could even be more sales.

Or less. Or more, but made less money. Apple's decisions resulted in the most successful electronics product ever and 3 of the top 7 most profitable quarters of any corporation ever. To say "if they just listened to me they would have done a little better" is a bit myopic.

I'm glad there's at least one company willing to provide 4" smartphones still. I refuse to buy anything notably bigger and that narrows my choices down to iPhone or zilch.

According to this thread, Google's numbers say 90% of Android devices (including tablets) are less than 4.3" in screen size.

 

[albusseverus]

Since we've purchased technology (starting in 1986) we've been Apple users.

But this is just dumb.

Kinda like "we'll never have a two-button mouse" -- give the people what they want, please (if a larger screen is an option they want).

If only. Sadly, I think Cook is serious.

Not even give loyal Apple customers the option of a 5" screen??
Don't think the friendship will take another hit, like that. Apple got a pass for upgrading the internals and making the 5 so much lighter, but if they don't go 5" soon, customers will vote with their $$

I seriously looked into at the SGIII after the iPhone 5 was announced. Just too much messing around for me, so I got the 5, firstly and gladly, because of the weight, that's a big plus; secondly and glumly, because we're usually stuck with the new form factor for a couple of years - better to be disappointed in the screen size in 2012, than to wait until 2013 and be even more disappointed that a year later, Apple just hasn't got the message.

And that's pretty much the last straw. The only way to get Apple to listen, is to buy something else. (Looking forward to the Ihnatko guide to switching - that's a book I'd buy Andy!)

HTC seem to be doing good things… And the main thing I do is podcasts. Shifty Jelly are doing a nice client, and I'll never have to look at iTunes again! Heck, even Sony gets it, and they were lost for a long time. HTC… Xperia… not looking so backward, these days.

Apple - nobody notices how calibrated your dinky phone displays are - they just notice grandma squinting when they try to show her a photo. Wake up. We do so much more on phones, now. We need more real estate. Pleeeeeeeease.

 

[rex3]

I've never posted in one of these threads before, but I must say that I can't imagine having anything bigger than my current iPhone 4 in my pocket. Maybe the 5 will be OK, given that it's at least thinner and lighter and no wider. But even bigger than that? I don't see how that could be comfortable for men who carry these things in their pockets.

If you're female and carry your phone in a purse or are one of those men who have no shame and wear a holster, OK, maybe Apple should make a bigger screen phone for that half of the population. But for most men, who carry these things in their front pants pocket, I don't understand the depth of passion for the bigger screens. I never thought the one-handed argument held any weight, but pocketability is über-important. I imagine lots of guys who walk out of the store with a big screen phone later find it uncomfortable when trying to stuff it into the front pocket of their jeans while seated or with it banging around in the front pocket of their shorts when running around outside playing frisbee.

 

[Xiroteus]

Absolutely.

Or less. Or more, but made less money. Apple's decisions resulted in the most successful electronics product ever and 3 of the top 7 most profitable quarters of any corporation ever. To say "if they just listened to me they would have done a little better" is a bit myopic.

Hard to say, at first thought it is hard to think how having more options would be a bad thing, if there are more people like me that would be extra sales they will not get because they are going in a direction that does not fit my needs. However I am also thinking of what I want in my current state, one computer to do everything, there likely will be a time when I will have a proper television so a blu-ray drive will not matter or where I may have two systems for different reasons. I am just so focused on having that one perfect computer that does hundred percent of everything I want.

And when I say they could have sold more it could be true, yet that number could be very small. They do have one product I will look at once the screen resolution increases.

I doubt I will ever see one device that meets every single thing on my want list, close just not quite.

I've never posted in one of these threads before, but I must say that I can't imagine having anything bigger than my current iPhone 4 in my pocket. Maybe the 5 will be OK, given that it's at least thinner and lighter and no wider. But even bigger than that? I don't see how that could be comfortable for men who carry these things in their pockets.

If you're female and carry your phone in a purse or are one of those men who have no shame and wear a holster, OK, maybe Apple should make a bigger screen phone for that half of the population. But for most men, who carry these things in their front pants pocket, I don't understand the depth of passion for the bigger screens. I never thought the one-handed argument held any weight, but pocketability is über-important. I imagine lots of guys who walk out of the store with a big screen phone later find it uncomfortable when trying to stuff it into the front pocket of their jeans while seated or with it banging around in the front pocket of their shorts when running around outside playing frisbee.

Cargo pants, side pocket, otherwise it may be troublesome.

 

[BaldiMac]

Hard to say, at first thought it is hard to think how having more options would be a bad thing,

More options is more complicated and more expensive. Both for Apple and the consumer. Apple's ability to eliminate options while still appealing to a large (and desirable) segment of the market is one of their strengths that set them apart from the competition.

Despite all the recent "I'm leaving the iPhone if..." comments, the fact remains that more people are moving to the iPhone than away from the iPhone on an annual basis.

 

[thewitt]

Apple has the right answer.

High quality, premium devices.

No need to chase the giant phone market.

 

[Xiroteus]

More options is more complicated and more expensive. Both for Apple and the consumer. Apple's ability to eliminate options while still appealing to a large (and desirable) segment of the market is one of their strengths that set them apart from the competition.

Despite all the recent "I'm leaving the iPhone if..." comments, the fact remains that more people are moving to the iPhone than away from the iPhone on an annual basis.

I am not sure how much would be involved with having two current generation phones of different sizes. I am likely to stick with the iPhone regardless of screen size because it is not that important to me and I am used to the iPhones system. On the fence about the iPad because the Surface Pro meets my needs better yet they really not not the same product aside from having a touch interface. More of a ultrabook and the full OS is great for some and not so good for others.

I would be curious to know how the money breakdown would be with more options. One thing about two phones is they would also have to update both sizes everytime as both would be current gen and then pricing etc... I can see how Apple may want to just sell phone current gen phone. Not sure what is going on with that cheaper phone yet.

 

[MikeyMike01]

According to this thread, Google's numbers say 90% of Android devices (including tablets) are less than 4.3" in screen size.

Find me one that isn't egregiously bad. I've searched high and low, and the best I could find was the RAZR M, and that phone isn't that great.

 

[JediZenMaster]

Mr. CEO, it's yesterdays news. Apple needs a full range of devices, a product line with a consistent design and choice of form factors:

4" phone , 5" phone , 6" phablet , 7.8" tablet, 10" tablet, 12" convertible tablet/laptop.

Apple also must expand into other areas, where the iDevices could be integrated: cars, home entertainment, TV, appliances.

Imagine if they would have all of that now, where the AAPL would be?

So you wan't apple to cannibalize itself then? And a 6 inch phablet? These sizes are getting ridiciolous. It reminds me of dog breeding just because you breed and create certain mixes doesn't mean you should.

 

[BaldiMac]

Find me one that isn't egregiously bad. I've searched high and low, and the best I could find was the RAZR M, and that phone isn't that great.

Exactly.

So you wan't apple to cannibalize itself then? And a 6 inch phablet? These sizes are getting ridiciolous. It reminds me of dog breeding just because you breed and create certain mixes doesn't mean you should.

https://twitter.com/dkdsgn/status/322342508912852992

 

[Ubele]

I think this is the most sane post I've ever read on MacRumors!

Sorry, I won't let it happen again. I've actually killed a couple of threads on MacRumors by being reasonable.

 

[kis]

I'm glad there's at least one company willing to provide 4" smartphones still. I refuse to buy anything notably bigger and that narrows my choices down to iPhone or zilch.

Or it narrows it down to:

- iPhone or Samsung S3 Mini (4" screen)
- iPhone or Samsung S4 Mini (4" screen)

or any of the other 40 or so Android and Windows Phone 8 phones (that's how many I found by simply filtering the search results at one of Switzerland's online retailer's website for 4" screens) there are available on the market.

Please don't claim that Apple's the only company that doesn't offer smaller phones. Apple's just the only company that doesn't offer any choice in terms of phone size.

----------

Find me one that isn't egregiously bad. I've searched high and low, and the best I could find was the RAZR M, and that phone isn't that great.

the S3 mini is pretty much the same as the S3. It's a pretty amazing phone and sold at an excellent price.

 

[MikeyMike01]

the S3 mini is pretty much the same as the S3. It's a pretty amazing phone and sold at an excellent price.

The S3 Mini is not good at all. The screen is horrid; SAMOLED, PenTile, WVGA... The other specs aren't particularly great either. It's a midrange at best.

Not a single company besides Apple offers a ~4" high-end smartphone.

 

[BluePhoenixRa]

Delusional. But what else would you expect from a guy who has destroyed 5 times more investor value in one year than Bernie Madoff stole in a lifetime?

If Apple thinks they can wish away the changing reality of the market, they (and their stockholders) are going to be in for very rude awakening. There is absoutely *nothing* I can do with my phone on a 4" screen that I can't do better on a 5" screen. 4.7" is the bare minimum these days - Apple is still trying to compete with phones that were obsolete two years ago.

Interesting. Absolutely nothing. You make it seem like we never had smaller displays in our life..and that when we did, we didn't do anything on them.

People are making millions of transactions in this screen that you say you can't do *nothing* with.

Not everyone wants a brick as a phone. Bare minimum? Who set those standards?
Unless you want everyone in the world to go have plastic surgery to increase their hand size to gollum-size...then it would 100% become minimum. But for now people still have smaller hands and the iPhone fits in perfectly for them. Some might argue it's even bigger for their hands.

I totally understand the benefits of having a 5" phone. I have two laying on my table. But it's not something I would use on a regular basis due to my hand size, which is average. Their only choice is to make two types of screen size. One for large handed people and another for moderate. Else they'll lose more market by making simply larger display to cater to the minority crowd.