Contrary to the image it has cultivated in the popular press, Apple has admitted in internal documents that its strength is not in developing new technologies first, but in successfully commercializing them. When Apple was developing its campaign to promote the first iPhone, it considered – and rejected – advertisements that touted alleged Apple ?firsts? with the iPhone. As one Apple employee explained to an overly exuberant Apple marketer, ?I don‘t know how many things we can come up with that you can legitimately claim we did first. Certainly we have the first successful versions of many features, but that‘s different than launching something to market first.? See Ex. 4 (DX 578). In this vein, the employee methodically explained that Palm, Nokia and others had first invented the iPhone‘s most prominent features.