All they have to do is make a better UX than Google and Microsoft. As it turns out, that particular bar is at the bottom of the Challenger Deep, so they treat it as such. Money spent on making sure your UX passes basic muster is money not given to a series of retirement and pension funds that make up the bulk of shareholders for companies like Apple.

What do you want more: decent UX, or the Smiths to be able to sell their house and swing on - and off - the course at some golf-based retirement village in Florida?

Here is what I don’t get tho: you have UX designers/engineers creating a new interface. What do you tell them? Just to do whatever? They probably spent months designing the new interface but why not fix this? They must have seen it is unusable…