The iPhone project was originally called "Purple Project," and even the engineers weren't told anything about what they had be working on, or who they had be working for, when they were recruited and the building used for iPhone development was called the "purple dorm".

"We put up a sign that said 'fight club', first rule of the Purple Project is you don't talk about Purple Project outside those doors," he said. The development of the onscreen keyboard was referred to as "a science project."

This is not the only case. On the first day of the trial, Christopher Stringer, long term industrial designer at Apple explained the process the company that goes through to create the prototypes for the Apple products.

Philip W Schiller, Apple's senior vice president for worldwide product marketing had also disclosed the company's advertising budgets which is more than $100 million a year for the iPhone alone.