Signs of Apple’s cracking philosophy can be found beyond the battery case. For years the company sold just one iPhone at a time, with the only options being color and memory size. You didn’t buy
an iPhone. You bought
the iPhone. Apple now offers two different iPhone models, the 6s and the 6s Plus, and it’s rumored to be adding a third: the smaller, budget-oriented 6c. After years of keeping iPhones small, Apple changed direction with the 6 and went large. The bold move paid off. Now, however, the company has apparently decided that bigger isn’t always better after all. Why dictate to your customers when you can offer both and let them decide?