You can thank Tim Cook for the large iPhones

The article credits Tim Cook with steering Apple toward larger iPhones — a shift that helped drive strong sales and investor-relevant revenue. Over Cook’s tenure the standard iPhone grew from 3.5 inches to well over 6 inches, with the Plus line (5.5") in 2014 and the iPhone 17 Pro Max reaching 6.9" in 2025. Apple said iPhone demand was “staggering” in the holiday quarter, reporting $85 billion in iPhone revenue, and early Counterpoint data showed the 17 Pro Max outpaced other 17 models in initial demand. The piece frames larger displays as a strategic response to trends like streaming and as an example of Apple prioritizing refinement over speed to market — a positive indicator for Apple’s product-driven revenue momentum.