Internal Apple documents have been made public during the ongoing patent dispute in the US between Apple and Samsung and reveal what the Cupertino company thinks about its top-selling smartphone.
The slides uncover how Apple views the performance of the iPhone and suggests in which direction the company may choose to take its smartphone next. Growth rates for the iPhone have slowed year-on-year since 2009 — the year the company released the iPhone 3GS.
And what is to blame for this waning interest in iPhones? As Apple sees it, it is a combination of the size of the phone and its premium price tag.
In a slide titled “Consumers want what we don’t have”, the Apple team examine how despite the market continue to grow at an incredible pace, most new customers buy phones that either cost less than $300 or that have a screen size larger than the iPhone’s 4-inches.
This flies in the face of repeated assertions from Apple executives that the iPhone screen size is designed with its users in mind and that the iPhone’s screen is the perfect size, either at 3.5-inches or 4-inches.
Also interesting is the way that Apple dissects some of the other reasons why it's growth is struggling, including an admission that it maintains "unfriendly" policies with its carrier partners around the world and that the Android ecosystem is now better, with improved hardware from its competitors.