"we consider simplicity to be uncomplicated - not limited in features and functionality" I cannot believe this is an official position for a company like Apple

"we consider simplicity to be uncomplicated - not limited in features and functionality" I cannot believe this is an official position for a company like Apple (or any company for that matter). My advice would be to move away from native and towards the web, as opposed to baking in useless features or planning new features that rely on native capabilities.