Steve did see it as a priority: Project Builder/Interface Builder were "prosumer", when launched. NeXT put a lot of effort into the developer tools, and not jus

Steve did see it as a priority: Project Builder/Interface Builder were "prosumer", when launched. NeXT put a lot of effort into the developer tools, and not just for developers: the "Why the World Needs A New Computer" brochure had a whole spread devoted to Interface Builder, explaining how an end user could get most of the way towards creating their app, (with a mention of handing off to an engineer for the tricky parts, admittedly). They definitely saw creating a magical user experience for developers as a priority. Good thing, too, as at one point WebObjects -- which had a GUI editor to create bindings for HTML in 1996! -- was all that was keeping them afloat. (The NeXT dev environment is one of the things TBL credits for making him able to start the WWW, incidentally) Apple, too, had its fair share of UX-work-for-Devs. MPW Worksheets were one of the first attempts in many years to think of a shell as more than just a line printer in a window. Dylan had a clever and elegant UI (when it wasn't crashing). Of course there was Hypercard, as you mentioned. Unfortunately, it's really hard for such things to get traction with developers, I suspect more than a little because of a "I just need vi" mentality, which reminds me of the hoary "why would I want a toy mouse and pretty pictures when I have MS-DOS like a real man?" nonsense from the WiMP Wars. Some devs do seem convinced that there's no better way of programming a computer than for them to churn out text (apart from maybe getting your IDE to churn out text for you) and so traction is hard to get for "magical" experiences. As for developing for non-developers, that remains a really difficult problem, because the challenge is not really in expressing your _solution_ to a problem so much as it is in being able to state the problem clearly. Tools can only help so much with that, mostly in giving expressive power to people who didn't realise they were suited to programming. Even given all that, Apple continues to pour work into Automator, an under-appreciated app which is really bringing the power of basic scripting to people.