> No the key part is what target audience and use-cases are they optimizing for with each device. What if, as in the URL example I gave, there are multiple ove

> No the key part is what target audience and use-cases are they optimizing for with each device. What if, as in the URL example I gave, there are multiple overlapping target audiences? Of course you optimize the common case. The question is whether in the process you're going to decide to ignore or eliminate discoverability in less common cases. Don't use "audience" as an excuse to be lazy about them. And both mobile and desktop are general computing devices with a wide range of abilities. Deciding mobile is the PlaySkool version is itself an oversimplification. > Apple's felicitous focus on simplicity and Customer use-cases that's what's made them the most successful company in the world One can learn a lot from their success. It hasn't them perfect. They still make some poor or even user-hostile decisions. Their success does, however, seem to render some people less inclined to think critically about their choices.