Last week, I wrote an article for The Guardian with the above title. It was a question, not a conclusion, and I tried to offer a thoughtful opinion. Sadly, The Guardian chose to give it a click-bait headline that contradicted my point of view. So, for the record, here is the complete article as originally intended.
Four years ago, I wrote a book about Apple and the power of simplicity.
It was the result of my observation, having worked with Steve Jobs as his ad agency creative director in the Think different years, that Apple’s stellar growth was rooted in Steve’s love of simplicity.
This love—you might call it obsession—could be seen in Apple’s hardware, software, packaging, marketing, retail store design, even the company’s internal organization.
Even back in the 70s, Apple was professing its love for simplicity
But that was four years ago.
Though Apple’s customers remain fiercely loyal, the natives are getting restless. A growing number of people are sensing that Tim Cook’s Apple isn’t as simple as Steve Jobs’s Apple. They see complexity in expanding product lines, confusing product names, and the products themselves.
Is this just perception, or is it reality? Has Apple developed a problem with simplicity? Or is it simply maturing as one should expect from a global company?
It’s difficult to be objective because Apple has become the world’s most overanalyzed company. It’s created passionate fans and passionate detractors.
Maybe I can help. My experience with Steve Jobs has led me to admire Apple—but I also believe in tough love. This is a good time to put emotions aside and take a cold, hard look at Apple’s current “state of simplicity.” More ▸