iTunes on Windows 10 doesn’t recognize your iPhone, iPad, or iPod

iTunes Windows 10 iPhone iPad Found

Someone in the family was facing an issue where the iTunes on Windows 10 wasn’t¬†recognising an iPhone. Of course, I got called to be the ‘IT Expert’ ūüôā

Google threw up some solution that worked for various folks. I am sharing what worked for me.

But, It Works On My iTunes & Computer!

I connected it to my Mac using their cable and the iTunes was able to recognise it. So, the issue was with their PC.

Did You Stop And Ask For Help?

Yes, I did. iTunes has an option for diagnostics. It showed that all was OK except there was no iPhone or iPad connected. So the tool was not of much help.

I even made sure I was clicking on Trust option, tried another USB port, upgraded iTunes, etc. No, I did not update Windows. Sorry, that’s a bit too much work.

Control Panel

After eliminating the obvious, this is where I tried to dig deeper.


First I wanted to check if service is running. I typed:


in Run box (WinKey+R) and hit enter. I was able to spot ‘Apple Mobile Device’. So the service was running.

Next stop, device setup

Device Management

I typed:


in Run box (WinKey+R) and hit enter. I then went looking for the iPhone in ‘Universal Serial Bus controllers’. It was not there! Finally, some news.

Note: For those who were never curious or never cared, Universal Serial Bus is USB

iTunes Windows 10 iPhone iPad Not Present

It was under Portable Devices. So that means, Apple iPhone device driver is missing, not working properly or needs to be updated.

Upgrading Device Driver

  1. Right-click on Apple iPhone
  2. Choose Update Driver Software.
  3. Select “Browse my computer for driver software.”
  4. Select “Let me pick from a list of device drivers on my computer.‚ÄĚ
  5. Click the Have Disk button. If this isn’t available, choose a device category like Mobile Phone or Storage Device, if listed.
  6. Click Next. You should see the Have Disk button.
  7. Click Browse and navigate to C:Program FilesCommon FilesAppleMobile Device SupportDrivers.


And there it was in ‘Universal Serial Bus controllers’:

iTunes Windows 10 iPhone iPad Found

On the other hand, I will get called for the next family IT situation :-/

Never Alone



Product Thinking – UX Design + Product Management + Business Model

Before we start on Product Thinking, it will be good to understand what a Product is.

Product is something that is the result of a process.

Now, in software world, how does this apply. Let us see:

Product is something that is result of a software process.

This is better. However, is Design (Experience Design, etc) a software process? Not really. However, it is a process in itself. So, an updated definition then:

Product is something that is result of a design & software process.

Better. However, I am of the opinion that a product without a business model is neither sustainable nor a solution.

So, let us add that to the mix.

Product is something that is result of a design & software process and has a business model.

OK, there! Now we proceed to Product Thinking.

Product Thinking

Here is it in one diagram:

Product Thinking

Product Thinking is not the process of product creation itself. It is thinking of the product along with the whole ecosystem. The ecosystem is often a combination of:

  • Target Audience
  • Problem
  • Strategy
  • Objective /¬†Vision / Goal
  • Features
  • User Experience
  • User Environment
  • Process of Making
  • Revenues

Based on Product Management Canvas, we can defined Product Thinking as:

Building on the value your customers will need to achieve business goals measured using related success and failure metrics with providing well designed experience using a well-defined go-to-market strategy and support.

Note: Need v/s Will Need

You will notice, I said ‘will need’ rather than ‘need’. Lot of innovations anticipate a need to create a new one. So, to acknowledge that, a ‘will’ has been added.

Note: Platforms v/s Channels

Platforms (backend, APIs, multi-tenancy, etc) benefit from System Centric design (eg: System Thinking) while Channels (apps, websites, devices, kiosks, etc) which humans interact with benefit from User Centric design (eg: Design Thinking).