Apple has always been a firm believer in its Retina display technology, which it insists provides the best mobile phone screens regardless of resolution. Indeed, while every other manufacturer embraced 1080p displays for its flagship models, Apple continued with a 1334 x 750 resolution on its 4.7-inch iPhone 6.
And although it did bump that up to 1080p for the 5.5-inch iPhone 6 Plus, its rivals were already shifting to Quad HD displays, featuring resolutions of 2560 x 1440.
Traditionally that wouldn't bother Apple. For the Cupertino firm the experience is paramount, not the numbers. But reports coming from China suggest it might have had a change of philosophy.
Chinese website Wei Feng claims that sources in the supply chain have revealed Apple is about to embrace 2K screen technology, for its iPhone 6S Plus at least. And the iPhone 6S will see an increase in resolution to 1080p.
Whether this will be possible with Retina display tech remains to be seen - it certainly wasn't mentioned by the sources.
In our opinion, we find the rumour a little far fetched. Apple might increase the resolution of its next phone line-up but it is more likely to concentrate on performance and experience, including a faster processing chip in this "S" year. We're more likely to see major technological leaps when the iPhone 7 is announced in 2016.