> "You have to work backwards from the customer experience."

Ok. Let's try that with some basic needs. And I'm totally serious. Let's go. I am abroad, walking in a city. I look for a book store. I get my Apple phone, open maps, OK, that works.

Now I have to go to the bathroom. Hmm, is there an app for that?

How do I convert this phone into a nice and clean toilet? Stupid question you say? I'm the user, remember, and I have __one__ need right now.

Wait, I'm supposed to use maps again to find a public toilet? Chances are it's going to be smelly and dirty. Not the great UX I am looking for, Apple.

Seriously, Apple has been addressing the wrong problems for far too long now. They are not looking from the user's perspective, but rather from the viewpoint of: we have a CPU and a touchscreen and a camera, what can we make with that so that more people will buy it? And how can we sell people even more stuff __through__ it?

But of what use is a better camera if the device can't even solve basic needs?

If you want to call yourself a revolutionary company, you gotta step back and think different.