Can even bigger phones keep the iPhone gravy train rolling? That appears to be Apple’s strategy with its latest big product launch on Wednesday. With the iPhone XS Max, Apple has launched its largest phone ever with a 6.5-inch screen. That’s bigger than even Samsung’s famously large Galaxy Note phones at 6.4 inches. Previously, Apple’s biggest phones measured only 5.5 inches.
There are good reasons for Apple to go bigger. When Apple moved to a larger-sized iPhone with the 6 Plus in 2015, the company experienced a massive spike in demand. People typically use more apps—such as watching videos or playing games— with larger phones. Increased app usage will help drive more App Store and online services revenue for Apple.