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Article: How will Apple explain their change in design philosophy when they unveil the new iPhone?

In 2012, Apple unveiled the iPhone 5 changing for the first time ever the size of its display. Many thought this was Apple’s late attempt at catching up to rivals. However, while taller than previous generations, the iPhone 5 kept the same width. Why?

At the iPhone 5 unveiling event, Apple’s Senior Vice President of Worldwide Marketing, Phil Schiller, talked about the iPhone 5 design philosophy:

“Why would we design it that way? What is the design center for a phone? It’s this,—showing the slide above—it’s your hand. A phone should feel great in your hand, and more importantly, it should be easy to use with [our thumb]. […] So when you carry your phone, it should fit beautifully in your hand.”

In fact, Apple’s Senior Vice President of Design, Jony Ive also talks on why they chose a taller but not wider display on the iPhone 5 introduction video [0:26-0:56].

"And for the first time ever, we’ve increased the size of the display. By making the screen taller but not wider you can see more of your content but still comfortably use it with one hand.”

So, now that most tech blogs and analysts seem so sure that Apple will introduce two bigger iPhone models, how will Apple explain their change in direction regarding screen size? What happened with their “rule of thumb"unveiled along with the iPhone 5?

Image Credits: Apple, Forbes, MacRumors