Think about your favorite pair of jeans. They make everything look good. You’re running out the door… keys, wallet, perhaps ear buds or lip stick. Stop. Before you reach the door, you remember that your phone is now basically the size of a tablet. Those jeans are struggling to hold your things and look a bit odd trying to do so. That’s the issue a lot of consumers complained about when smartphone companies decided to up their screen sizes.

In the world that arguably lives and dies by the smartphone, the hot-button issue around screen size can make or break the mobile customer experience.

The late Steve Jobs was famously opposed to large screens on smartphones. In 2010, he referred to the larger Samsung Galaxy S phones as “Hummers.” Jobs took a jab at competitors offering bigger phones: “You can’t get your hand around it…no one’s going to buy that,” he said at a press conference at the time. To this day it is more difficult to fit devices such as the 5.1-inch Galaxy S7 or 5.5-inch Galaxy S7 Edge in your pocket comfortably.

Apple showed that it realized size matters when it reversed course from the size of its most recent smartphone models — ranging from 4.7 inches to 5.5 inches — and announced the 4-inch iPhone SE in March. It brings a smaller size yet doesn’t compromise on power, featuring the same processor and graphics performance of the 6s. As Apple knows, consumers clearly have preferences on the size of their products, whether it’s a mobile screen size or a car. “Some like bigger screens for videos and gaming, while others are OK with smaller web pages on screen,” said Jack E. Gold, an analyst with J. Gold Associates, LLC. “Why do some people buy compact cars over SUVs?”

Like cars and smartphones, the size of a product interface also matters for enterprise applications. When designed correctly, mobile apps — whether they’re for consumer mobile banking, online shopping or corporate workflow management — should provide a suitable product interface and mobile customer experience on multiple screen sizes. “Screen real estate determines how much info you can give the user, but if you are designing mobile apps that require larger screen sizes, you are doing it wrong,” Gold said. “If you build your apps correctly, it shouldn’t matter to you.”

Across industries the relevance of screen size is debated, tested and analyzed. For instance, advertising professionals also prefer the design of a larger screen to make ads more visible on mobile devices. In a survey by Dartmouth Professor Praveen Kopalle, 72 percent of respondents said they don’t click on ads because the screen is too small. “When screens are smaller, you will notice a lower quantity of ad units in the viewable area,” Ben Hordell, a partner at DXagency, told Adweek. Naturally, the e-commerce world is also extremely interested in cracking the code for making buying easier on mobile devices. Forty-three percent of e-commerce traffic comes from phones, according to a study by Demandware Shopping Index, making those few extra inches extremely valuable.

A study by reading app Pocket found that owners of a 4.7-inch iPhone 6 phone opened 33 percent more articles and videos than those with a 4-inch screen. What would Steve Jobs think about people opening 65 percent more items on a 5.5-inch screen than they did on a smaller handset? Some product experts today are clearly in favor of the larger screens. “The bigger your portable screen, the more you’re going to use it,” noted Luke Wroblewski, product director of Google, in a blog post.

What it breaks down to is the comfort of the user, whatever size screen they crave, according to IDC analyst Ramon Llamas. “You want accuracy; you want comfort; you want to basically interact with your data,” Llamas told The CX Report. He explained to us that screen size is simply a personal preference and not a product interface flaw: It matters to the individual user and “there’s no one size fits all.”

In the end, it’s about creating the best possible experience for the customer. Smartphone makers need to be thorough and deliberate about knowing who they’re trying to reach and what tools they use to engage. As with most things, people—like cats—are finicky, so the best approach to create a great experience is to personalize it.