(Excerpt from Bloomberg on Bloomberg)
Humans are loath to change and nervous about anything difficult to understand. More capabilities, better efficiency, increased reliability, fewer controls—all are benefits buyers understand and will pay for. They won’t accept more complexity, change for change’s sake, or so many options that no normal person could possibly remember them without the multilanguage, tiny-print, incomprehensible instruction book on hand. That was part of the genius of the iPhone—it came with no instruction booklet. Apple’s message was: The most sophisticated handheld personal computer ever created is intuitively simple and requires no manual.