The latest in the line of one of the world’s most popular smartphones, the iPhone 5, is set to launch on Sept. 12. One of the selling features is that the phone is actually bigger than its predecessors.

Yes: Bigger.

For the most part, technology aims to get smaller and sleeker as it evolves. But today, technology users are learning to embrace slightly bigger devices for better functionality — as long as they’re able to trade it for something else.

In this case, a bigger phone means lugging around a tablet a lot less and using a desktop or laptop computer even more infrequently. For many, this is a fair trade. The smartphone continues its march to overtake larger and staler computer technology, but only by becoming bigger itself.

And of course marketers — both from and outside of Apple — love this feature as well. That means they’re able to assess the new phone’s size as a means to create and integrate even bigger mobile ads and media-rich units.

iAds started in 2010 as an Apple-unique platform for digital and mobile advertising. It syncs with devices such as iPods, iPhones and iPads and targets Mac consumers by embedding marketing messages directly into its applications.

The iPhone 5 is considered the next and greatest upgrade in the line, although the last device in the sequence was actually the iPhone 4S, the first phone upgrade since the loss of Apple’s founder, Steve Jobs. The iPhone 4S saw preorders of approximately 1 million in the first day alone, but the iPhone 5 is projected to see as many as 1.5 million in the same time span.

It seems like Apple is banking on that increase in consumer interest to translate to mobile marketing power as well.

The iPhone 5 is slated to hit markets in the U.S. starting Sept. 21.