That's not true. Apple did a lot of user research when developing the iPhone. They just didn't ask users to design it for them.

April 11, 2026 - 13:28 UTC

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You're telling me, in the age of the blackberry, they asked consumers about not having a keyboard and they said it was a good idea? I thought they were about doing courageous changes (i.e. headphones jack) that are counter to mainstream attitudes.
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"asking consumers about having a keyboard" is not user research, it's market research - and not very good market research at that
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