As the products which innovated usability have succeeded in the market, the usability of products is now considered as a new dimension of product design. This paper deals with the following questions: How has usability been embedded in the design and development of products? In the usability context, why have some breakthrough products succeeded commercially and others failed? What should be learned from the successes and the failures? For the purpose of discussing these questions, the photography industry was examined and the results were used as an illustration of the important points.