Originally Posted by enature
Unlike Cook zealots, you asked a fair question. I'll answer by disecting one of Cook's recent responses. When Walt Mossberg from WSJ asked Cook about iPhone's screen size - a critical issue that largely led to the downfall of AAPL - Cook said the following:
"A large screen today comes with a lot of tradeoffs. Customers are clearly looking at the size, but they also look at things like 'do the photos show the proper color? The white balance, the reflectivity, battery life. The longevity of the display.'"
I hope I do not need to explain to you why this "white balance, the reflectivity" comment is - as one Apple Insider forum member justly called it - "pure unadulterated bullshit."
What Cook was actually doing is covering up his decision to go with small 4" size. He knew that 4" was the most convenient choice logistically - that's what his spreadsheets showed. In fact, many Cook zealots rushed to defend Cook by explaining how 4" was the best choice considering the production contracts Apple had at the time with screen manufacturers, and that Jobs himself approved 4" back in 2010. This is typical Tim Cook - trying to be safe by accounting for many things, including profits, but overlooking the most important one - WILL SMALL SCREEN BE EASIER TO INTERACT WITH in 2012?
By early 2012, it was clear to any perceptive person who ventured outside of the US that a larger screen is the future
. Larger size makes it EASIER to accomplish most tasks - aside from talking, which people started to do less and less in 2012. Asians, for example started to switch to phablets by the end of 2011.
Jobs, who never gave a shit to what he said or approved beforehand, would move mountains, force engineers to make impossible, but he would make sure that iPhone 5 had a screen size that made it the easiest in use smartphone on the market.
Jobs had both vision and balls to do it. Cook has neither.
In addition to vision and balls you also need to maintain a coherent strategy and possess the technology to enter a given market.
Two years ago, you could be banging your fist on the table that Apple was "failing" to release a 4G phone.
However, from both Google's stats and from IDC data in China, it's clear that big phones are only a market sales niche currently, just as 4G was back when Android phones held it as an exclusive feature.
Google has worked hard to make Android work on a range of hardware. Apple only needs iOS to work on one small set of hardware, so it can work more on other features.
That said, iOS 7 extends the pipeline of technology enabling larger future devices. If there is a significant market ahead for large screen phones, Apple will target it.
Recall that apple was not the first MP3 maker to release a HD-based model, nor flash memory, nor the first to play video. They just were in first place in delivering to the mainstream the products that earned the most money and pleased the most people the best.