iPhone Shapes and Sizes

Ten years ago, Apple released its first second phone size. Apple had sold a second model for a few years, but that was just the previous year’s iPhone at a lower price. The iPhone 6 Plus ushered in the era of phone size choice, between the base model and a larger form factor. Today those choices have expanded to include even more premium options in the Pro and Pro Max. 

Looking back, the iPhone lineup was pretty streamlined relative to its current mix. There was still a lot of conjecture about whether smartphone buyers would want a phone that didn’t fit in their pocket, or if they would embrace it and ultimately reject smaller phones. In retrospect, the larger phones won, in part because technology and design advancements made it possible for Apple (and their competitors) to offer a larger screen on a relatively smaller phone body.

For all we at CIRP complain about the complexity of the iPhone model lineup, Apple has had four primary form factors in the past three years. For a few years, ending in 2022, Apple sold iPhone mini instead of iPhone Plus, so it makes its way into this analysis. This analysis excludes the infrequently refreshed entry-level iPhone SE.

Overall, the base iPhone form factor remains most popular, with over 40% of sales in 2024 (Chart 1). iPhone Pro Max, with its premium build and larger screen, has the next largest share at 26%, with the iPhone Pro (standard size, enhanced processor) at 19%. Though least popular, the iPhone Plus (larger size, standard processor) has meaningful share at 13%.