Steve suggests showing a prototype, but don't spend too much time on it, either -- you could be building the wrong thing. Just focus on the kind of stuff that

Steve suggests showing a prototype, but don't spend too much time on it, either -- you could be building the wrong thing. Just focus on the kind of stuff that Apple would actually put in a marketing campaign -- the 1-3 "major" features that would actually make someone buy. Customers will assume you'll add all the boring "required" stuff anyway.