New to Apple is the 5.5" retina HD display. The increased surface area allows for consumers to enjoy even more of the iPhone 6S's "...vibrant and sharp...apps, photos, and just about everything else" ("IPhone 6s - Design - Apple").
Samsung Galaxy S6 edge+
Samsung's 5.7" display on the new Samsung Galaxy S6 edge+ provides "more for more of your world" ("Order the New Samsung GALAXY S®6 Edge Mobile Phone"). Bigger is better in this case, where more space allows for easier access to the things you love most