For years, Apple has stuck with a smaller display as rival smartphone makers expanded screen sizes and customers. On September 9, Apple is expected to unveil iPhone models with 4.7- and 5.5-inch screens—up from the 4-inch display of the current iPhone.
Here's a quick look at how the size of the new iPhone models relative to rival devices.
Above, the 4-inch ipPhone 5s is set against the 6-inch Nokia Lumia 1520 and Apple's own iPad mini.
The lineup above sets the expected 5.5-inch iPhone alongside [left to right] the 5-inch HTC One (M8), the 5.1-inch Samsung Galaxy S5, and the 5.7-inch Samsung Galaxy Note 3.