iPodin ja iPhonen markkinoinnista ja ideoinnista vastaavaa Greg Joswiakia on haastateltu Fortune-lehteen. Joswiak kertoo muun muassa, että Apple käyttänee iPhonen tulevassa SDK:ssa (software developer kit) digitaalista allekirjoitusta:

One of the things Steve talked about in his open letter is something Nokia’s doing, which is requiring a digital signature. That way if there’s something wrong with an application, you have a way to track it back to where it came from. So one of the things we want to do, again, is create a development environment that is going to maintain the security and reliability of the iPhone yet at the same time offer developers some really cool things that we can do.

Entä miksi Apple tuntuu olevan aina hieman muita edellä laitekehityksessään?

We try to understand as we develop our product road map, what’s going to be exciting in the future. And that’s one of the advantages we have over our competitors. Our competitors tend to put the cross hairs on where we are now, and by the time they come up with a product that tries to match where we are now, we’re beyond them. We’re one or two generations beyond, moving faster than they are.