Apple had almost axed its iconic iPhone project after facing multiple technical hurdles, the tech giant's design chief has revealed.
Sir Jonathan Ive, known affectionately as Jony to Apple fans, admitted that the company almost cancelled the product that revolutionised the entire tech industry.
"There were multiple times where we nearly shelved the phone because we thought there were fundamental problems that we can't solve ... [such as] ... where I put the phone to my ear and my ear dials the number," the Daily Mail quoted Sir Jonathan, as saying.
His remarks came while speaking at an Olympic-themed British Business Embassy event this week.
According to the paper, Sir Jonathan talked through Apple's design process, and said Apple did not want to pander to profits or market research, instead just wanting to focus on making great designs and products.
"I refute that design is important. Design is a prerequisite. Good design -- innovation -- is really hard," the paper quoted him, as saying.
"Really great design is hard. Good is the enemy of great. Competent design is not too much of a stretch. But if you are trying to do something new, you have challenges on so many axes," he said.
"We say no to a lot of things that we want to do and are intrigued by so that we only work on a manageable amount of products and can invest an incredible amount of care on each of them," he added.