This is a really good point. Very few software developers or product designers will argue against simplifying their apps reducing complexity within their apps.

This is a really good point. Very few software developers or product designers will argue against simplifying their apps reducing complexity within their apps. However, at the aggregate level, I.e. the device level, the message is the opposite. Apple, Google, and 3rd party devs and businesses keep promoting the idea of more apps which essentially eliminates and overwhelm the benefits a user may see from simplicity at the app level. A good example are messaging apps. While each messaging app may have simplified (even as they add features) for a regular user, they have to worry about 3-4 different messaging apps as well as which contact has to be contacted through which app. Do I use iMessage, FB messenger, Hangouts, WhatsApp to contact a person? This is something Apple and Google should be tackling at the platform level. Windows Phone, and WebOS before it, made some token efforts towards this through their hub concepts, but they were destroyed by lack of support, and lack of open standards. We really need to be promoting more open standards to enable users to control their phones, instead of becoming slaves to them.