The invention that turned Apple into a world-beating, billion-selling, society-changing colossus was not a laptop or a music player; it was the iPhone. For starters, the product Apple set out to build first was not a phone. In 1999, Kerr, a British designer with a polymath design background—engineering, technology, industrial design, interface prototyping—had joined industrial design chief Jony Ive’s studio. Kerr’s team experimented with technologies like camera-driven systems, spatial audio, haptics (vibrating feedback), and 3D screens. Kerr’s team set up a test rig in the design studio of Infinite Loop 2.