Apple's chief executive Tim Cook has dismissed product specifications as 'things tech firms invent because they can't have a great experience'.
Cook said that Apple is focused on giving customers 'that a-ha moment' rather than talking about product specifications.
The technology chief made the comments while speaking at the Goldman Sachs Technology and Internet Conference in San Francisco.
According to the Telegraph, Cook's views on specifications came after Bill Shope, of Goldman Sachs, asked him about the iPhone screen size, which has remained consistently smaller than many of the flagship handsets made by Apple's rivals.
Cook said there were other important features of a display, aside from just size.
He criticised OLED displays, used by some of Apple's rivals for their "awful" colour saturation.
According to the paper, Cook added that 'the Retina display is twice as bright as an OLED display.' (ANI)