But attempts by Johnson to draw out details regarding the upcoming iPhone 5 were dashed when he questioned Schiller. Johnson, making the point that Apple changes the design of the iPhone nearly every year, asked Schiller whether the design would change once again with the iPhone 5. Apple's legal team objected to the question. Judge Lucy Koh let Johnson ask, but Schiller said he preferred not to comment on possible future products.

An Apple car?

The testimony by Schiller and Forstall provided other glimpses into Apple's internal workings. Schiller, who is senior vice president of worldwide product marketing, said the success of the iPod persuaded Apple that it could be more than a computer company. A flood of proposals came up for new types of Apple products, including a car and a camera. (Apple had previously sold an early digital camera, the , in the 1990s.)

Schiller also revealed a few bits of Apple marketing magic that may or may not surprise close watchers of the company.

In the first weeks after the iPhone's introduction, Apple's marketing department lay low because of the massive press coverage the new product received. "We didn't need to do other marketing," he said.