两位早期的苹果设计师写了一篇关于Co.Design的文章，批评苹果公司的新设计方向，他们声称这一方向将优雅和视觉上的简单置于易懂和易用之上。Bruce“Tog”Tognazini是苹果公司的第66位员工，也是苹果公司第一个人机界面指南的作者，而Don Norman则是苹果公司1993年至1996年的用户体验设计师，他们丝毫没有退缩。

“苹果正在破坏设计，”两人写道，并呼吁他们的前雇主放弃苹果曾经坚持的最基本的设计原则，采用一种新的极简主义方法。这种新的方法体现在一种叫做San fransico的新字体上，包括Norman和Tog在内的许多人认为这种字体太小了：

No more. Now, although the products are indeed even more beautiful than before, that beauty has come at a great price. Gone are the fundamental principles of good design: discoverability, feedback, recovery, and so on. Instead, Apple has, in striving for beauty, created fonts that are so **all or thin, coupled with low contrast, that they are difficult or impossible for many people with normal vision to read. We have obscure gestures that are beyond even the developer’s ability to remember. We have great features that most people don’t realize exist.

他们还批评了苹果的一些做法，比如不包括Android上的通用撤销或后退按钮，有太多“隐藏”的基于手势的菜单，以及在其针对开发者的新人机界面指南中，将视觉简单性强于可用性测试。

Good design should be attractive, pleasurable, and wonderful to use. But the wonderfulness of use requires that the device be understandable and forgiving. It must follow the basic psychological principles that give rise to a feeling of understanding, of control, of pleasure. These include discoverability, feedback, proper mapping, appropriate use of c***traints, and, of course, the power to undo one’s operati***. These are all principles we teach elementary students of interaction design. If Apple were taking the class, it would fail.

诺曼和托格表示，考虑到苹果对设计文化的巨大影响，苹果的设计违规行为远远超出了**的字体，他们表示，苹果的选择可能会在基础设施和医疗保健等不同行业产生反响。”他们写道：“苹果公司正在强化一种陈旧的、不可信的观念，即设计师的唯一工作就是让事物变得漂亮，即使是以提供正确的功能、帮助理解和确保易用性为代价。”。

Worse, other companies have followed in Apple’s path, equating design with appearance while forgetting the fundamental principles of good design. As a result, programmers rush to code without understanding the people who will use the products. Designers focus entirely on making it all look pretty. And executives get rid of user experience teams who want to help design the products properly and ensure the products are made usable during the design phase, not after manufacturing, coding, and release, when it is too late. These uninformed company executives assume all this up-front design research, prototyping, and testing clearly must slow down the development process. Nope. When done properly, it speeds things up by catching problems early, before coding even begins.

需要注意的是，诺曼和托格并没有将他们的设计批评局限于苹果。他们还谴责谷歌地图和安卓系统存在类似的缺陷。但是，当你是世界上最大的公司，销售全球最受欢迎的智能**时，你会受到指责。

虽然他们承认苹果公司已经成功地使其设备在视觉上具有吸引力，但在他们看来，这种吸引力已经抑制了用户的一些潜在投诉。”产品很漂亮！而且很有趣。因此，当人们遇到困难时，他们会自责。对苹果有好处。对客户不利。”

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