I started the day with the idea of an intelligent personal hub, and why there's no product in the world, better designed to be that hub than iPhone.
And for a device that plays such a central role in your life, a larger display would open up entirely new possibilities.
Whether you're enjoying content, reliving memories, getting help from Siri AI and Apple intelligence, or immersing yourself in your favorite apps and games.
Now, at the same time, you'd still want it to fit in your pocket and in the palm of your hand.
And we think the best way to achieve that is with a foldable design.
Others have created foldables that just feel like two phones awkwardly stuck together.
This results in a square screen that's poorly suited for the way people use them.
Scrolling through vertical content feels compromised, and movies are boxed in by oversized black bars, making a larger screen feel much smaller.
We started with the experience that we wanted for ourselves.
A larger display that feels as natural and intuitive as iPad.
