Analyst: Apple could lure more buyers with smaller 5.4-inch iPhone 12

An analyst says that Apple could lure more buyers with smaller 5.4-inch iPhone 12 and the company seems poised to give these customers what they want.

iPhone 12 renders (image via
iPhone 12 renders (image via

Eric J. Savitz for Barron’s:

Deutsche Bank analyst Jeriel Ong writes in a research note Friday that one of the distinguishing characteristics of the widely expected launch of the first 5G iPhones will be a wider array of screen sizes than in any previous generation. The iPhone 12 lineup is expected to include the 5.4-inch iPhone 12, the 6.1-inch iPhone 12 Max, the 6.1-inch iPhone 12 Pro, and the 6.7-inch iPhone Pro Max.

“While it is early to truly be confident, we believe that there are consumers out there who desire the latest iPhone technology in a smaller form factor.” Ong’s conclusion: “Offering a third form factor for a cutting-edge iPhone could spur those who prefer a smaller iPhone to upgrade/join the iOS ecosystem, an aspect of this next iPhone cycle that remains underappreciated by investors.”

MacDailyNews Take: It will certainly be interesting to see what the response is to a 5.4-inch iPhone 12 vs. the other, larger models. We bet a lot of customers will upsell themselves to the 6.1-iPhone 12 Max, especially if, COVID-19 restrictions permitting, they are able to compare the differently-sized iPhones in person in Apple and carrier stores.


  1. I predict we will see that the 5.4 inch iPhone 12 will be the best selling iPhone ever. I know many who have been holding on to their older phones because current phones are so large (my wife included). If they price it at $649 for 64GB and $699 for 128GB they will not be able to make enough of them.

    1. I second this. Not everybody is buying a smartphone to be their lust object wet dream type of thing. I want Apple in a small form factor, I have a life outside Apple eco-system even if I am a shareholder. I predict backorder on this little iPhone…

  2. Exactly what I say….why do they keep making it bigger….IT”S A PHONE!!! It needs to fit in my pocket….Maybe Timmy carries a purse….but I need it to fit in my pocket! If I need a bigger screen, I grab my iPad!

    1. Maybe you need a smaller phone but you’re a minority. Most people (me included) like big phones if you want. Smaller iPhone then the 5.4 inch iPhone 12 will be your only option. You ask why Apple makes big iPhones, well that is where the market is. I’d never trade my 11 Pro Max for a “smaller” iPhone.

      1. Ben…if I assume you’re male, I regret to inform you that anthropometrically, you’re who’s in the minority.

        Simplest way to illustrate is to remind readers that just over 50% of the World’s population are female…and statistically speaking, women are smaller than men. Thus, smaller phone is more ideally suited for them.

        Plus going a step further, Westerners are generally larger than Rest of the World (ROW).

        FYI, this isn’t because of genetics (usually – see Netherlands/etc) but from consistently having better nutrition as a child when growing up.

        This makes the “Average American” (both male & female) statistically in the greater-than-50th percentile groups for their anthropometric dimensions (such as span of hand for holding a smartphone) on the worldwide scale…and thus, worldwide market.

        Thus said, there’s a market for a smaller phone on the International level, so once it is developed for that demand signal, it is trivial for Apple to also offer it in the domestic US (& Western) markets for something that’s more suited to female buyers in particular.

        FYI, that’s also why this particular topic can border on being misogynistic.

  3. The largest iPhone fits just fine in my pants pocket. I’m looking forward to the 6.7” iPhone 12 Pro Max in November. Graduating from my 6.5” Xs Max that’s served me well these last two years. I think of my iPhone as a small iPad not as a phone. I don’t make very many phone calls.

  4. I’m running with an iPhone SE, not because it was cheap, because it is small. I lust for a new, full-featured iPhone in that same form factor. I will not “upgrade” to a bigger phone until I must.

  5. I am very happy with my 2016 iPhone SE, love the size and I hate big phones. Never like the iPhone 6 I had, it was horribly big. Now if the iPhone 12 has the same size as my current SE, but is 5.4inch due to edge to edge screen, this will be a big game changer for me. I speak for thousands out there who hate big phones.

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