Apple just made its iPhone taller and slimmer, but soon it's expected to introduce a smaller iPad.
Meanwhile, Samsung announced a mini-version of its Galaxy S III phone, while Amazon has a bigger Kindle Fire tablet coming out next month.
The lucrative market for mobile devices is making tech companies try on all sizes. But are these seemingly endless variations just marketing ploys?
Analysts say this is one case where size does matter, and that a company like Apple is well aware that a device's proper dimensions depend on how people use the device.
"I have to believe they're really responding to consumer demand," Tim Bajarin, president of Creative Strategies Inc. of Campbell, said of the much-rumored release of what pundits are calling the iPad mini.