Apple, Inc. has made an art of not talking about its products. Fans, journalists, and rumormongers who love it or love to hate it have long had to practice a sort of Kremlinology to gather the merest hints as to what is coming next out of Cupertino.

A case in point is this story, which was to be about the iPhone--about how an innovative and gorgeous piece of technology was conceived, designed, and produced by the vaunted industrial-design team at Apple. Along the way, it would address the larger question of how one company can so consistently excel at making products that become icons, win design awards, and inspire customers.