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Internal Apple presentation on the iPhone: ‘Consumers want what we don’t have’

07
Apr
2014

Three pivotal slides from the epic Samsung-Apple litigation marathon have been picked up by 9to5Mac. The most fascinating among them, titled “Consumers want what we don’t have,” provides a breakdown of where the only remaining growth in the smartphone market was. Even all the way back in 2012, the only unit growth was derived from two main areas: smartphones that cost more than $300 and feature displays larger than 4 inches, and smartphones that cost less than $300. This, of course, was a huge headache for Apple, which only makes smartphones that cost a lot more than $300 and that feature tiny displays. Of course, consumers’ preference for jumbo screens and cheap models has only grown more intense since 2012. There is zero global unit growth

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