I think the best observation in the article is the one about "as simple as possible, but no simpler", but Apple under Ives too often forgetting the second part.

I think the best observation in the article is the one about "as simple as possible, but no simpler", but Apple under Ives too often forgetting the second part. I've come to dislike the copycat trends that Apple's stringent design ethos has unleashed. Sure, it's occasionally been brilliant but the article does a good job outlining the significant errors - and other posters here fill in the blanks. I'm glad the end of the Ives era seems to be sparking some healthy reassessment and introspection in the industry.