I don't think a company follows ONE process to decide what to build. Sometimes it's reactionary. If Google builds a truly world class camera that is so cutting

I don't think a company follows ONE process to decide what to build. Sometimes it's reactionary. If Google builds a truly world class camera that is so cutting edge that it makes iPhone camera look like a joke, then AAPL will be forced to build a similar one to keep it's market share. Otherwise, I would say Steve Jobs decided what to build next.