Build a better iPhone, and the world will beat a path to your door.
Or is it a bigger iPhone?
Apple is hedging on the latter, according to rumors that say the company is testing bigger iPhone screens that "measure between 4.8 and 6 inches," according to the Wall Street Journal.
The debut of bigger screens may mean that Apple is mindful that competitor Samsung makes bigger screens for its phones and is "changing its smartphone strategy," according to the San Francisco Business Times.
Apple is expected to unveil a new "high-end iPhone next week," about seven days after Samsung rolled out a Galaxy phone with a 5.7-inch screen.