This huge launch was Jobs introducing the very first iPhone in 2007.
Since then there have been seven generations and the pressure to upgrade intensifies with each new launch,
making us feel that our existing Apple product is out of date and obsolete.
I wanted to know whether those who worked within Apple could explain whether it was great design or this relentless drive for profit that drove each upgrade.
Dan Crow came into Apple as one of the chief designers in the late 1990s, working alongside Steve Jobs.