They used to work at Apple so they feel that they can match Apple’s success but doing it the “Apple way”: internal iterations instead of early feedback ie the B

They used to work at Apple so they feel that they can match Apple’s success but doing it the “Apple way”: internal iterations instead of early feedback ie the Build it and they will come strategy which is hard to get working outside of Apple. The only team I’m aware of that was able to do it successfully was Nest, but it later ended in disaster.