9. The kitchen table

Apple’s industrial design lab, run by Jonathan Ive, consists of 15 or 16 industrial designers who gather actually around a kitchen table to share ideas, according to Apple designer Christopher Stringer. While Samsung employs 1,000 designers.

If Stinger is to be believed, the iPad was in the works before the iPhone but the company decided to take on the mobile-phone challenge first. He said on the first day of the trial said on the first day of the trial, “This broke new ground. It was more than a phone. Smartphones existed, but they were like tiny little computers. We came up with something breathtaking, it was revolutionary.”

After launching iPhone in 2007, Apple applied for more than 200 patents for the device.

8. Inspiring Lust

Phil Schiller, Apple’s Global Marketing Chief, said that the iPhone was developed under the Apple New Product Process (ANPP), in which design, marketing, product development, sales, accounting and other teams work together to bring a product to market. The goal with product design is to inspire “lust…Is it so gorgeous that people lust after it,” Schiller said.