[genbit]

Go to market strategy is different for established company like Apple and small startups. Apple can afford later entry into the market, can afford to acquire innovations, product teams and spend more time on research. Also if you fail - you standup and do it again, if company like Apple fails - stock goes down and many people can get hurt — different dynamics.

[marcus_holmes]

also, don't underestimate how much market research and focus group testing is involved. There's lots of customer feedback going on with "traditional" design, it's just done privately not publicly.

It's also not as good feedback - it's too easy to tell the focus group what to think. But done right, it can lead to the same place.