In 2010, Steve Jobs famously said that nobody wants to buy a huge phone.

Well, in so many words. Here’s what he actually said, via Engadget:

In response to a question at its press conference today about whether Apple could’ve done anything to avoid its antenna issues with the iPhone 4, Steve took the opportunity to rip on bigger rivals, saying that making a phone so big “you can’t get your hand around it” helps, but that “no one’s going to buy that.”

So, pretty much. Plus, we have anecdotes about Jobs’ reluctance to make an iPhone with a display larger than 3.5 inches – even though the competition was moving in that direction.

Oh how things have changed…

That’s the latest Apple ad, aptly titled “Huge”.

The difference between Apple’s current crop of new iPhones and the thoughts of its late co-founder are not lost on its rivals.

Big improvements and innovation come with change – even they thought so. #MoreThanBig http://t.co/MN89YMdFMn pic.twitter.com/wubl1QhSEJ

— Samsung Mobile PH (@SamsungMobilePH) September 9, 2014

The funny things is – Steve Jobs was wrong. Really, really wrong.

Image via Apple, YouTube screenshot