Uh, actually no. That's not what happened at all. Apple was all about making things smaller and thinner. It was the non-Apple phones that started the trend of

Uh, actually no. That's not what happened at all. Apple was all about making things smaller and thinner. It was the non-Apple phones that started the trend of bigness. In part it was because they weren't advanced enough to be able to produce smaller devices without sacrificing battery life, cooling, performance, etc. Smaller is harder to do! They turned what would otherwise be a competitive disadvantage into an advantage by promoting their larger screens. It was only later that Apple said, welp, people want bigger screens, so they gave in and also made larger iPhones. They then tried the mini one more time, to give us a real shot to prove there was demand. There apparently wasn't enough. And that's that.