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Why Apple has lost its simplicity

Jun 6th, 2016   /  A+ | a-

Apple's different these days. But is today's different better than yesterday's? There's a certain feeling that, as the company releases more products and more software, there are more problems. The Apple Watch may (or may not) be a success, but how can you get excited about a product that moves some people because it makes them feel more polite?

Then there's Apple Music, which befuddles many and enthralls precious few. Is it that the thrill is gone? Or is it merely that the simple has left town? Writing this week in the Guardian Ken Segall, former Apple adman and creator of the iconic "Think Different" campaign, offered a sober -- and sobering -- view of today's Cupertino.

"A growing number of people are sensing that Tim Cook's Apple isn't as simple as Steve's Apple," said Segall. "They see complexity in expanding product lines, confusing product names, and the products themselves." Segall finds very painful complexity in the way Apple now names its products. He said that making the S versions of the iPhone signals to customers that this is an "off-year." The phone might have a technological advancement -- Touch ID, for example -- but you still get the impression that it's just a souped-up version of last year's model. more

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