[shrikant]

The five 'reveals':

1. Apple’s early vision for the iPad [...] were extraordinarily chunky and included a kick-stand

2. Google told Samsung that its devices looked “too similar” to Apple’s iPad. Google demanded “distinguishable design vis-à-vis the iPad for the P3.”

3. Apple made 23 to 32 percent on gross margins for iPads sold between April 2010 and March 2012.

4. The iPhone design was inspired by a Sony designer talking about "portable electronic devices that lacked buttons and other ‘excessive ornamentation,’ fit in the hand, were ‘square with a screen’ and had ‘corners [which] have been rounded out"

5. Apple researches consumer sentiment on existing products in order to optimize future designs.