«When you think about your iPhone, it’s probably the object that you use most in your life. It’s the product that you have with you all the time, with this unique relationship people have with their iPhone — we take changing it really seriously. We don’t want to just make a new phone, we want to make a much better phone. iPhone 5 is the result of this approach. It’s been completely redesigned and for the first time ever, with increased size of the display. By making the screen taller but not wider, you can see more of your content, but still comfortably use it with one hand and yet even with the larger display, iPhone 5 is the thinnest, lightest iPhone we’ve ever built.To achieve the design this thin, we had a look at making many of the complements inside the design small. It’s actually 18% thinner and 20% lighter than the previous iPhone.