Slides from an Apple internal meeting held in April 2013, where outlines of its plans for 2014 and an analysis of the future of the smartphone market were provided for the court. It shows a growing realisation within Apple that "consumers want what we don't have," was illustrated on one of the slides. The same slide highlighted slowing growth rates of iPhones. The chart shows that overall smartphone growth recently is mainly from cheaper and larger devices; smartphones priced under $300, with screens bigger than 4-inches.
Until then Apple refused to look at any of those consumer wishes, whilst its competition continued to offer larger devices and better priced smartphones. The iPhone's screen size has not changed since it last grew from 3.5 inches to 4 inches back in 2012 and the new range is expected to have more.
The court documents show how Apple was starting to feel Samsung envy. There is an sent to Apple's ad agency by marketing head Phil Schiller saying: "I watched the Samsung pre-superbowl ad that launched today… It's pretty good and I can't help but thinking 'these guys are feeling it', while we struggle to nail a compelling brief on iPhone."