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One of the advantages is a bigger phone has room for a bigger battery.
All this means that consumers are unlikely to see bigger phone bills anytime soon.
The early results also reflect consumer demand for bigger phone screens.
Also released today is the the Nexus 6P, a bigger phone that's not quite as pocket-friendly as the 5X.
If your hands are comfortable with a bigger phone, the 6s Plus has lots to recommend it.
I looked admiringly at people using the bigger phone but figured it was just too hefty for my hands.
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This is on top of faster, bigger phones and increased data coverage.
Although Apple is late to the party with bigger phones, Samsung of South Korea could suffer the most.
The company has moved towards bigger phones with the iPhone 6 and the even bigger 6 Plus, which were followed up this year by phones that had the same dimensions.
Hard to think that if Samsung and others hadn't been making bigger phones that Apple wouldn't have followed.
Apple has made other attempts to improve usability on the bigger phones.
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