Before the release of the iPhone, handset manufacturers such as Nokia and Motorola were enjoying record sales of cell phones based more on fashion and brand rather than technological innovation. The smartphone market, dominated at the time by BlackBerry OS and Windows Mobile devices, was a "staid, corporate-led smartphone paradigm" focused on enterprise needs. Phones at the time were designed around carrier and business limits which were conservative with regards to bandwidth usage and battery life. Phones were sold in a very large number of models, often segmented by marketing strategy, confusing customers and sapping engineering resources. For example, phones marketed at business were often deliberately stripped of cameras or the ability to play music and games. Apple's approach was to deliberately simplify its product line by offering just one model a year for all customers while making it an expensive, high-end product.