When it comes to smartphones, a recent look at iPhone sales shows that bigger really is better - at least in buyers' eyes.
U.S. sales of the recently-launched iPhone 12 mini were just 5 percent of all sales of new Apple phones during the first half of January, according to data provider Counterpoint.
The report is adding to signs of muted demand for the mini version of the beloved device.
Last quarter, Apple smashed iPhone sales records - raking in nearly $66 billion for its flagship device.
Apple launched the mini as a way of covering all price points in the smartphone battle, but larger devices have proved to be more popular as consumers increasingly use their mobile device to devour more video content on-the-go from a wide array of streaming video services, as well as binge on visually-rich social media platforms like Facebook, Instagram, TikTok and Snapchat.
Lackluster demand for smaller screens is not an Apple issue alone.
As an analyst at J.P. Morgan pointed out, global data show sales of devices with sub-6-inch screens only make up 10 percent of all smartphones sold.
There's some speculation by analysts that demand for the smaller iPhone 12 and the mini are so weak, that might lead Apple to scrap production of the mini as early as the spring.
Apple was not immediately available to comment.