Apple chief executive Tim Cook seemed to quash rumours that the next-generation iPhone devices will have larger displays.
During Cupertino's earnings call, he said: "We put a lot of thinking into screen size and think we have picked the right one."
Most of the American manufacturer's mobile phones feature a 3.5-inch display, but this was improved to four inches in the sixth-generation handset.
Apple managed to retain the Retina display in the iPhone 5, but increasing the size further could mean sacrificing this impressive quality.
The manufacturer also wants to facilitate one-handed use by adopting a smaller, thinner, lighter handset design.
However, devices like the Samsung Galaxy S3 with a 4.8-inch display have been extremely popular, and the trend for phablet devices with five-inch-plus screens seems to be rocketing.
Consumers are simply using their smartphone in different ways, and appreciating extra real estate when playing games and watching movies.
Posted by Claire Marshall