In this paper we discuss the thematics of industrial design and its importance in overall process of product development. Today, industrial design is widely used in a variety of industrial operations as a main tool of creating a successful product. With the appearance of an increasing number of manufacturers for a particular product of similar quality and pricing, a dilema occurs in how to present the product as inovative while still fulfilling its designed role and function. Manufacturing companies who want to produce such a product and stand out from their competitors are increasingly investing in industrial design. Industrial design is introduced to the manufacturing process in the early stages of development and is crucial throughout the whole process. In the begginings of industrial design the main focus was captivating visuals as well as the purpose of the product, while modern industrial design is a lot more complex with increasing standards a product needs to fulffil in order to stand out in todays market. Recently, more emphasis is put on the products corellation with its intended purpose for the customer, while simultaneously taking into account the manufacturers interests such as less complex, cost effective and quick manufacturing process. There are many examples of industry leaders who are using industrial design in order to cement and increase their position in their respective fields; a perfect example of this is Apple Inc.