Apple s process of bringing a new product to market takes time, a lot of time. In a report that covered Apple settling an AirPods case with Plaintiff Kim Seung Jin Kim and Pinn Inc. yesterday, Apple Legal argued "that the company s work on AirPods goes back a decade before the product launched." Another example is Apple filing for a stretchable display patent in 2016 and LG Display just announced they ve developed a high-end stretchable display.