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Features limited to the iPhone 7 Plus helped boost sales of the larger smartphone, but they were not the only reasons why a higher percentage of customers went big last year, analysts said.
"The nature of the market is also shifting," said Ben Bajarin of Creative Strategies, in a recent interview. As consumers encounter large-screen smartphones with more frequency -- especially ones owned by friends -- there's a bandwagon effect, he explained.
Although the shift to bigger screens has been strongest in China and other Asian markets, the iPhone 7 Plus accounted for a larger proportion of new iPhones sold in the U.S. as well, said Bajarin, citing his firm's research.
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