Chris Stringer, an industrial designer, formerly working for Apple, remembers the ease with which the final, unornamented design for iPhone was chosen. “It was the most beautiful of our designs,”  he explains. The front face bore neither the company logo nor the name of the product. “We also knew from our experience with iPod,”  he continues, “if you make a startlingly beautiful and original design, you don’t need to. It stands for itself. It becomes a cultural icon.”

To learn more about how many of the famous Apple products came to be, check the book: Jony Ive — The Genius Behind Apple’s Greatest Products by Leander Kahney.