Internal Apple presentation on the iPhone: ‘Consumers want what we don’t have’ Three pivotal slides*from the epic Samsung-Apple litigation marathon have been picked up by 9to5Mac. The most fascinating among*them, titled "Consumers want what we don't have," provides a breakdown of where the only remaining growth in the smartphone market was. Even all the way*back in 2012, the only unit growth was derived from two main areas: smartphones that cost more than $300 and feature displays larger than 4 inches, and smartphones that cost*less than $300. This, of course, was*a huge headache for Apple, which only makes*smartphones that cost a lot more than $300 and that feature tiny displays.