Apple’s outgoing CEO, Tim Cook, has transformed the iPhone landscape by embracing larger screen sizes, a move that has significantly altered the tech giant’s market strategy. When Cook took over the helm in 2011, the iPhone’s screen size was a modest 3.5 inches. However, under his leadership, the iPhone has grown to accommodate larger formats, with models now exceeding six inches.
Initially, Apple co-founder Steve Jobs was skeptical of large smartphones, famously stating in 2010 that devices over four inches were impractical for users. Despite these concerns, Cook saw an opportunity to innovate, introducing the iPhone 5 in 2012 with a four-inch display, eventually leading to the release of the 6.9-inch iPhone 17 Pro Max in 2025.
This strategic shift aligns with the growing demand for mobile video streaming, a trend that gained momentum around the same time services like Netflix and YouTube expanded their streaming offerings. By increasing screen size, Apple catered to consumers’ evolving media consumption habits.
The larger iPhones have greatly benefitted Apple financially. In a recent statement, Cook highlighted the ‘staggering’ demand for iPhones during the holiday quarter, with sales reaching an impressive $85 billion. The iPhone 17 Pro Max, in particular, has shown robust initial sales, outperforming other models in the 17 series, as noted by market researchers at Counterpoint Research.
Cook’s approach underscores Apple’s philosophy of enhancing technology rather than simply being first to market. As he stated in a 2014 interview, the goal was not just to produce a bigger phone but to improve it in every way possible.
