But what’s fascinating to me is that designs rejected during the development process for an earlier version of the product may come back in future versions. That initial first step, where many unique designs are created, becomes the grist for the future of the product, a conceptual mine to return to for ideas. A particular design may have failed during an earlier product development process but could become the basis for development of a new design. Earlier rejected designs became the iPhone 4 and iPhone 4S, perhaps Apple’s most iconic iPhone version yet.
Apple really hates Samsung, because the amount of information that was closely held that is now being disclosed is huge.
It also shows Apple’s lack of respect for their competitors: they’ll disclose this entire design process, but trust that they won’t be able to copy that.