Apple have revealed how design challenges almost saw them completely halt the iPhone project before it got started.
If you're one of the 250 million or so iPhone owners out there, then you may be slightly disconcerted to hear the iconic phone was almost halted before it entered production thanks to some pretty large design hurdles that needed to be overcome.
Since launching in 2007, the iPhone has become a design classic, but Apple design guru Jonathan Ive has admitted the pursuit of excellence at the tech giant saw them return to the drawing board time and again, almost giving up, before finally striking gold.
"There were multiple times where we nearly shelved the phone because we thought there were fundamental problems that we can't solve," said Ive, speaking at a British Business Embassy event in London to coincide with the Olympics.
"We were pursuing something that we think 'that's really incredibly compelling', but we're really struggling to solve the problem that it represents".
"We have been, on a number of occasions, preparing for mass production and in a room and realised we are talking a little too loud about the virtues of something. That to me is always the danger, if I'm trying to talk a little too loud about something and realising I'm trying to convince myself that something's good.
"You have that horrible, horrible feeling deep down in your tummy and you know that it's OK but it's not great. And I think some of the bravest things we've ever done are really at that point when you say, 'that's good and it's competent, but it not's great'."
Despite plenty of enquiries about it, Ive played a straight bat regards the release date of the long-expected iPhone 5, refusing to divulge any information on the subject.
Ive has been at Apple since 1992, and has led the much-vaunted Apple design team for 16 years.