"I think one of the most gut-wrenching realizations that small companies have to make is that they aren’t Apple. Apple spends over a billion dollars a year on tooling. An injection molding tool may cost around $40k and 2-3 months to make; Apple is known to build five or six simultaneously and then scrap all but one so they can evaluate multiple design approaches. But for them, tossing $200k in tooling to save 2 months time to market is peanuts. But for a startup that raised a million bucks, it’s unthinkable. Apple also has hundreds of staff; a startup has just a few members to do everything. The precision and refinement of Apple’s products come at an enormous cost that is just out of the reach of startups.

I don’t mean to say that design isn’t important — it still is an absolutely critical element to a product, and good design and attention to detail will enable a startup to charge more for a product and differentiate themselves from competitors. Apple has raised the bar very high for design and user experience, and users will judge your product accordingly. But it’s important to keep in mind that your true bar for comparison is other startups, and not Apple; and if your chief competitor is Apple, you either need your own billion dollars of cash to invest in product design, or you need to rethink your strategy."