Another framing of the same phenomenon: If the company makes cellphones, the cellphones need to sell. In order for people to buy the cellphone, they first have

Another framing of the same phenomenon: If the company makes cellphones, the cellphones need to sell. In order for people to buy the cellphone, they first have to want it, and so the cellphone needs to be universally desirable. The company hires a design team on a permanent salaried basis to do exactly this. Accounting really needs the number of phones sold to keep going up every year, so they really need the designers to think of new things that people might desire to include in the phones each year. This was first done with cars, and that is why car companies also hire design teams on a permanent salaried basis.