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Jimmy Fallon and Justin Timberlake are bigger than bigger on the new iPhones' sizes

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So huge

Size does matter, especially when your own is being called into question. The Tonight Show host Jimmy Fallon and musician Justin Timberlake return in two Apple commercials, both of which are focused on the girth of the iPhone 6 and the iPhone 6 Plus. Of the two, "Camera" is subtler about its opinion on mass. The aptly titled "Huge," however, presents no illusions about its purpose. It has Fallon listing the advantages of the larger display while Timberlake breathlessly reminds viewers, again and again, that the new devices are "huge."

It's a hilarious shift from Apple's 2012 paradigm, which evangelized the iPhone 5's relatively diminutive size in comparison to its more hefty competitors. The company even created an ad calling the screen size "a dazzling display of common sense." Who knew that two years could change so much and yet so little?