Apple used to innovate by asking “Wouldn’t it be great if people could ____?” This was what made them uniquely great.

Now Apple does what every other banal tech company does and asks “Wouldn’t it be great if we could make a thing that could ____?” Or even worse “Wouldn’t it be great if we made a thing that has ____ characteristics/features/specs?”

This is why Apple keeps coming up with the same ideas as everyone else in the industry and why none of what they do matters one bit, however much their gadgets get hyped by gadget enthusiasts.

This hyping is part of our problem: great designs are better to use than to obsess over and to talk about. Most of what is best in great design is hard to talk about and is boring to read about. Great design tends to disappear. But cool features, record-setting specs and thrilling visuals generates buzz and drives short-term sales.

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I think our culture’s gadget porn problem might be destructive in ways that parallel our culture’s sexual porn problem.

Just as pornography confuses and misleads youth about healthy relationships between partners, gadget porn confuses consumers about healthy relationships between people and things. In both cases, what is most healthy is quiet and not much to talk about but makes life much better. Addiction to lust drives people into cycles of craving, temporary satiety and empty boredom.

When design isn’t rewarded in the market, companies stop taking it seriously. They don’t invest in making products that are great to use, the make sexy-looking gimmicks that open wallets. Our tools start out as pleasant diversions and end up as perpetually irritating distractions.