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.[275] 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.[276][277] Phones were sold in a very large number of models, often segmented by marketing strategy, confusing customers and sapping engineering resources.[278][279] For example, phones marketed at business were often deliberately stripped of cameras or the ability to play music and games.[6] 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.