It is not difficult, just different optical requirements and so a different starting point (I’m a lens designer).
From a design standpoint, 35mm camera objectives are one small category in the lens design universe. The 35mm frame is just one image size in a wide range of image sizes (and visible spectrum objective lens just one imaging application amongst many).
The diameter of the image circle is defined by the diagonal, and is a basic 1st order property established when the design work begins.
Like the design of an automobile begins with, say, how many passengers will it carry. Not a big deal at all do define it starting out, but a two seat sports car will have a different (yet similar) design path from, say, a bus. This isn’t a perfect analogy, because the two different optics will be more similar, but you get the idea: you won’t be able to bus a bunch of people around in a sports car even if they both have 4 wheels, an engine, door, etc.