Type 1 Diabetics have been asking for an insulin pump "as simple as the iPhone" for years. I would know, I've worked on insulin pump designs. Branding certainl

Type 1 Diabetics have been asking for an insulin pump "as simple as the iPhone" for years. I would know, I've worked on insulin pump designs. Branding certainly is not important, but UI is incredibly important in a number of medical devices, insulin pumps among them. Back in the early 00's a startup company won significant share in a few short years against the behemoth near-monopolist in the market by differentiating only on UI.