Howard Stringer

In the lead up to Apple’s Sept. 12 media event, where most expect the next-generation iPhone to be unveiled, there are still some things —believe it or not— that we don’t know about the device. The new iPhone is rumored to sport a longer, four-inch display, a smaller dock connector, an overall thinner design, updated RAM, and other internal components. But we have not heard much about the camera, which is one of the most important parts of any smartphone.

There is some evidence that Apple has now centered the FaceTime camera, such as the next-generation iPhone backs that we posted in May, and Apple seems to be moving toward FaceTimeHD, but we also expect the device’s rear camera to receive an upgrade over the previous-generation iPhone 4S.

While the iPhone 4S introduced a redesigned 5 lens camera system with a new sensor and 8-megapixels, the game has definitely been stepped up with a number of camera-related product announcements from Sony, Nokia, Motorola and Samsung. If the next-generation iPhone’s camera is to keep its lead with the most recent devices announced by these manufacturers, Apple is likely planning an improved camera system for the ‘iPhone 5’.

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“Our role is to imagine products that don’t exist and guide them to life,” said Apple industrial designer Chris Stringer (no relation to Sony’s ex-CEO Howard Stringer), who has been a part of every design since 1995, when he testified today in court as part of the Apple vs. Samsung trial.

Who helps imagine those products that come to life? Stringer told the court that Apple has a small team of only 15 or 16 people who design the original idea for the company’s key products, from the iPhone to the MacBook Pro, AllThingsD first reported. Apple’s lead designer, Sir Jonny Ive, is of the group.

Interestingly, he added the design process begins around a kitchen table, where the intimate team hashes out ideas to someday come to light. If the team believes an idea is good enough, the idea will be made into a physical model. In typical Apple design fashion, the group pays so much attention to detail that there can be up to 50 drawings for one button. What a crazy look into the start of the products we use everyday.

Apple Senior Vice President Phil Schiller is set to take stand next in the case, where both parties are seeking damages over a slew of patents. What a treasure trove of information this case is turning out to be.

 [AllThingsD]

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A rendition of an Apple-branded television set.

The WSJ reports that amid losing money on every television set they make, Sony somehow has a strategy for redemption. Stringer declined to provide details about what Sony is developing but said “there’s a tremendous amount of R&D going into a different kind of TV set”.

He he has “no doubt” Apple’s Steve Jobs also was working on changing the traditional TV set. “That’s what we’re all looking for”, he noted, warning “it will take a long time to transition to a new form of television”. Slim margins, low prices and little innovation make the business of researching, developing and marketing high-definition television sets a cutthroat one, he remarked:

We can’t continue selling TV sets [the way we have been]. Every TV set we all make loses money.

His company, Stringer said, spent the last five years creating an ecosystem to take on Apple, even though the company had seen little success with the Google TV platform and other connected television efforts:

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