One of the most prevalent rumors concerning the iPhone 5S, or iPhone 6, is that it will feature a larger display. The first rumor said that the next iPhone would come with multiple display sizes for consumers to choose from. You might not want to get your hopes for a larger iPhone though as Apple CEO Tim Cook thinks the current size is just perfect.
During Apple's Q1 2013 earnings call, Cook was asked about the latest rumors regarding a larger iPhone being on the horizon. The increased size of Android devices, and their increased popularity, have some analysts questioning Apple's decision to stay small. For his part, Cook says that the iPhone 5's 4-inch display is just fine:
The iPhone 5 offers as you know a new 4-inch Retina display, which is the most advanced display in the industry and no one comes close to matching the level of quality as the Retina display. It also provides a larger screen size for iPhone customers without sacrificing the one-handed ease-of-use that our customers love. So, we put a lot of thinking into screen size and believe we’ve picked the right one.
It's not an outright denial, but it suggests that Apple thinks going over 4-inches is a little too much. It's true that larger phones are a bit more unwieldy, but Android users obviously like the larger screens offered by the likes of Samsung and HTC. Would Apple sacrifice the iPhone's "one-handed ease-of-use" to appeal to those who want larger devices? Tim Cook says no, but Apple says no to a lot of things that end up happening anyway.
That being said, Cook may be only talking about this year. The latest rumor says that Apple will keep the 4-inch display in 2013 with two iPhones - one for established markets and a cheaper device for emerging markets. The rumor goes on to say that Apple will be upgrading the size of the iPhone in 2014 to a 4.8-inch display.
A larger iPhone isn't the only rumor that's been shot down recently. Phil Schiller recently shot down another rumor of a cheap iPhone for emerging markets by China. He said going cheaper "will never be the future of Apple's products."[h/t: GottaBeMobile]