Apple takes the Nintendo approach. Myamota/Iwata mentioned that they always try to imagine what it’s like for a non-gamer to play the game. The way they simulated that in their testing was by playing their games with their non-dominant hand (left handed). That’s what it feels like to a casual user or non-gamer. They optimize for that.

The guy that needs MS Exchange is actually a niche market (hard to believe). It’s that click wheel that brought in everybody in the world. Your mother isn’t going to figure out those Creative/Rio MP3 players from the early 2000s.

This honestly takes incredible faith in what you think is cool. I’m not good at because I usually go ‘eh, this is my thing that I’m into, and you won’t get it’. But these people don’t think like that, they go out of their way to show you why it’s cool, in whatever way possible. They are literally trying to reach people.

When I got the first phone I saw it as the way forward for a phone UI, and I loved the iPod app. But the thing was mostly a tech demo. It was far less useful than every other smart phone on the market at the time. Slow Internet, bare bones maps, no MMS. Way too slow of a CPU for what it was trying to do.

All worked out fairly quickly once the 3GS came around.